Credit: Eva Guerra (Hidden), workshop cards 
Four projects across brand, digital product and innovation. Different sectors, different scales — same approach.

Selected work

Innovation sprint (US)
Validating six snacking brands without making any product.

In collaboration with Hidden

Read case
A woman in fashionably vintage attire carrying a large yellow shopping bag with stylized illustrations and the words 'La Joya' and 'Alegría Ibérica'. She wears a beige wide-brimmed hat with a turquoise adornment, sunglasses, earrings, a plaid shirt with a bow tie, and a brown jacket with red embroidered details.

La Joya
Repositioning a premium brand in under 4 months With Guinda Studio

Read case
Online grocery website screenshot featuring mustard sauces, hot dogs, and a section for recipe videos with people preparing food.

Ocado
The north star of ecommerce

In collaboration with Hidden

Read case
A man and a woman sit on a beige couch in a living room, engaging in conversation. The man, with a bald head and casual attire, looks at the woman. The woman has shoulder-length blond hair and wears a dark top. The room features a large window with curtains, a potted plant, a floor lamp with a geometric light fixture, and wall decorations.

Seen
Brand, product and growth, connected

In collaboration with Hidden

Read case

What you won't find here

This isn't a portfolio of every project I've worked on. It's a selection that shows the range of what direction can do — across geographies (Spain, UK, US & UAE), categories (food, fertility, ecommerce, innovation), and stages (early concept to ongoing optimisation).

If your project doesn't look like any of these, that's likely a good sign. Direction transfers across categories. The shape of the work changes; the criteria doesn't.

Let's talk