Understand
Read the brand.
Study the business, audience, market, current communication, commercial goals, and practical constraints.
Brand Designer &
Visual Storyteller
I build brand worlds: identity, narrative, and content systems for brands that want to be remembered.
About
Orlando, FloridaBusinessAudienceChallengeDirection
Diagnosis before decoration.
I'm Luiza Castro, a Brazilian-born brand designer and visual storyteller based in Orlando, Florida. I start from the brand itself: its business, audience, and real communication needs. From there, I build complete creative systems through identity, narrative, character-driven storytelling, and content that works across social, video, and sales materials.
View résumé ↗Brand diagnosis✦Content strategy✦Creative direction✦Social media✦Internal and external marketing✦Content performance diagnosis
Process
A diagnosis-led
creative process.
Define
Find the real need.
Turn the diagnosis into positioning, priorities, voice, visual direction, and a tailored marketing plan.
Build
Create the system.
Develop the right mix of branding, social content, video, campaigns, presentations, print, and sales tools.
Refine
Learn and adjust.
Diagnose which content worked and why, then use those insights to guide the next creative cycle.
Selected clients
One client.
One complete story.
Every project starts with the brand itself: its business, audience, challenges, goals, and real communication needs.
The result is never just a post. Each case connects strategy, identity, internal and external marketing, content, sales support, and content performance diagnosis.
All strategy, concepts, copy, design, and creative direction presented in these cases were developed by Luiza Castro. Client and production collaborations are noted where relevant.
- 01My WallsSocial media · Brand · Sales materials↘
- 02ProExpandLaunch · Storytelling · Social content↘
- 03Incrivelmente OrlandoPositioning · Reels · Editorial strategy↘
- 04Global CommunicationsIdentity · Authority content · Social↘
- 05AvellozRetail marketing · Campaigns · Content diagnosis↘
- 06LocAgoraGrowth strategy · Two audiences · Local marketing↘
- 07Abracadabra Play CafeGrowth strategy · Content · Content diagnosis↘
- 08Mavibela Party ShopBrand launch · Content system · Product storytelling↘
01
Home design · USA · 2026
My Walls
Instagram @mywalls.design ↗A complete communication system for a custom window-treatment brand, connecting the first Instagram touchpoint to the sales conversation.
The context
Translate a tactile, custom service into communication that feels refined, clear, and commercially useful.
The direction
Connect product education, craftsmanship, interiors, and customer experience through one calm editorial voice.
Scope
Brand positioning, full social operation, campaigns, copy, visual design, lead communication, content performance diagnosis, and sales materials.
Beyond the feed
One brand.
Every touchpoint.
The same visual and verbal logic extends into tools that support sales, partnerships, and client education.
View company presentation ↗
Sales and project tools
Designed for the
real client journey.
From the first consultation to the final specification, each piece gives the team a consistent way to explain the service, guide decisions, and present custom work.
Brand applications
The identity
in the customer’s hands.
Product tags, gifting, showroom information, and printed touchpoints carry the same quiet, tactile language into the physical experience.
View additional product concept studies ↘
Product concept studies
A tactile world,
extended with restraint.
Brand in motion
Spaces tell the
product story.
Short-form videos turn the showroom, finished interiors, material details, and lighting changes into a clear view of the customer experience.
Results
92.5Kviews in 90 days, with 72% from non-followers428net new followers in 90 days13.5Kviews and 1.2K likes on the top organic post
02
Legal support · USA · 2026
ProExpand
Instagram @proexpandbrasil ↗A brand character designed to do more than look memorable. Ben gave a complex service a voice, a story, and a content engine.
The context
Introduce a technical white-label service with clarity while building human recognition and brand recall.
The direction
Turn the panda inside the logo into a flexible character system, then reveal the brand through a phased launch.
Scope
Brand analysis, internal alignment, external launch architecture, creative concept, storytelling, content pillars, art direction, campaign assets, and team activation.
The family expands the story
Immigration is rarely
one person’s story.
Ben became the guide, Charlene represented life after the move, and Leo brought curiosity into the narrative. Together, they created a broader emotional world without losing the clarity of the original brand role.
Posts and launch campaign
The system moved
into everyday content.
The characters connected strategic ideas, social content, team communication, and sales narratives through a consistent visual language.
ProExpand Team presentation
From launch idea
to sales narrative.
The same logic shaped a B2B presentation around the client’s operational tension, the value of a white-label team, a clear process, and proof of expertise.
Results
21.4Kcontent views in 30 days63new followers gained in 30 days9pieces of content published in 30 days
03
Tourism · USA / Brazil · 2026
Incrivelmente
Orlando
Instagram @incrivelmenteorlando ↗From a personal profile with travel tips to a distinctive editorial brand built around useful local knowledge.
The context
Create differentiation in a crowded Orlando-content category while speaking to both new audiences and premium travel clients.
The direction
Combine first-hand experience, practical discoveries, family travel, and an editorial identity into repeatable content journeys.
Scope
Positioning, audience definition, editorial pillars, video concepts, scripts, filming plans, SEO captions, trend monitoring, tests, and content performance diagnosis.
Research and planning
The thinking is
part of the portfolio.
Diagnosis, market context, positioning, editorial planning, and field production were developed as connected layers of the same brand system.
Content in motion
Strategy becomes
the story.
Short-form video turns local knowledge into useful, recognizable content while preserving the brand's voice and point of view.
Scripts and field production
Research became
a useful field guide.
The EPCOT hidden-secrets guide turns research into a saveable, shareable resource with route planning, illustration, practical context, and the brand’s point of view.
More selected work
Five systems.
Five distinct worlds.
04
Immigration services · USA
Global
Communications
Instagram @global.supportvisa ↗A clearer, more human presence for a business working with technical immigration communication.
View full case ↘
The context
The brand needed to make technical immigration-related communication easier to follow without losing credibility. The opportunity was to create a more human, recognizable system for educational content and service communication.
The direction
An owl-led identity and structured editorial system that balance clarity, credibility, and approachability.
Scope
Brand guidelines, positioning, Instagram architecture, editorial calendar, content design, and authority-building narratives.
Brand + content
A visual voice built for authority.
The identity system gave the feed a recognizable structure while leaving room for education, service communication, and timely topics.
Editorial system
Expertise made
easy to follow.
Service content was organized as a repeatable sequence, moving from intake and evidence mapping to drafting, review, and delivery.
Project output
- A recognizable owl-led identity
- A repeatable editorial architecture
- Clear visual hierarchy for technical topics
- Content and calendar systems for consistent communication
05
Motorcycle retail · Brazil
Retail communication designed around freedom, identity, local relevance, and the rhythm of a dealership.
View full case ↘
The context
Keep the brand active across product communication, campaigns, partner programs, events, and everyday retail needs.
Scope
Social planning, video concepts, short-form editing, AI-assisted visual production, content performance diagnosis, campaigns, local events, and retail communication.
Working method
Review which content earned a response and why, then use those patterns to refine themes, formats, and campaign priorities.
Content production
Real when possible.
Expanded when needed.
The production method follows the brief. On-location photography and video are prioritized when possible. AI-assisted imagery extends the creative possibilities when filming is not feasible, while hybrid compositions can combine real assets with generated elements.
AI-assisted campaign imagery
Concept development, prompt direction, image selection, visual consistency, brand adaptation, and final composition for social and campaign use.
- Creative concept
- Prompt direction
- Brand consistency
- Final composition
Motion content
From product reveal
to imagined terrain.
Short-form videos are developed around the campaign objective. Some begin with real product assets and controlled visual transitions. Others use AI-assisted environments to place the motorcycle inside stories that would be difficult to film, then bring everything together through editing, sound, and brand direction.
Campaign system
One visual language.
Different business moments.
Seasonal communication, suspense, product countdowns, launches, and local activations are designed around the dealership calendar while preserving a recognizable campaign voice.
Results
40.8Kcontent views in 30 days115new followers gained in 30 days26pieces of content published in 30 days
06
Motorcycle rental · Brazil
LocAgora
Instagram @locagorauberlandia ↗A growth plan designed for two distinct audiences: riders who need a motorcycle now and investors evaluating a franchise.
View full case ↘
The challenge
Serve an immediate consumer journey while building long-term authority for the franchise model.
The direction
Separate the messages, channels, conversion paths, and success measures for renters and franchise prospects.
Scope
Audience strategy, local SEO, channel and content planning, reputation, retention, content performance diagnosis, and a 90-day roadmap.
Growth strategy
Two audiences.
Two conversion paths.
The plan connects high-intent acquisition with local visibility, proof, retention, and clear measures for each side of the business.
Campaign content
Simple messages.
Clear next steps.
Promotional, motivational, and educational posts turn the rental offer into concrete reasons to start riding.
Real customer content
Proof at the center.
A real handoff moment makes the service concrete and keeps the brand connected to the people who use it.
Results
6.3Kcontent views in 30 days38new followers gained in 30 days16,089views on the top-performing Reel
07
Selected Project · Family entertainment · USA · 2026
Abracadabra
Play Cafe
Instagram @abracadabraplaycafe ↗A completed local growth project that connected positioning, content, events, community partnerships, retention, and content performance diagnosis.
View full case ↘
The opportunity
The project identified a clear place in Winter Garden by balancing child development, imaginative play, and a comfortable experience for parents.
The direction
The system built local recognition through useful content, recurring experiences, community partners, referrals, and stronger social proof.
Scope
Market analysis, positioning, content pillars, campaigns, editorial calendars, partnerships, retention, content performance diagnosis, and creative production.
Strategic foundation
From local opportunity
to an editorial roadmap.
The completed project defined the market gap, competitive position, priority audiences, content themes, and a practical publishing calendar.
View original calendar ↗
Campaign and community
A playful brand
with a useful plan.
Programming, seasonal moments, workshops, and local events become a consistent content system for parents and children.
Brand in motion
More than
a play cafe.
A short-form brand story brought the in-person experience, visual identity, and everyday customer moments together.
Performance diagnosis
Metrics are useful when they change the work.
The report connects quantitative response with content context, identifies which ideas and formats worked and why, and turns those patterns into practical recommendations for the next creative cycle.
- Post-level review
- Format comparison
- Pattern identification
- Action plan
Complete report / 6 pages ↗
March and April 2026 performance diagnosis
2,831reach on the top post88 + 30likes and shares on the top post20posts reviewed across theme and format
08
Launch Project · Party decor · USA · 2026
A completed launch project for a new party decor brand, built around coordinated color sets and the founder's 13 years of styling experience.
View full case ↘
The challenge
Launch a new account with limited history and budget while competing against established party brands.
The position
Make planning easier through complete, color-matched table sets supported by real decorating expertise.
Scope
Audience definition, positioning, brand voice, content pillars, platform roles, launch sequence, channel and content planning, content diagnosis, and social production.
Brand launch strategy
A clear reason
to choose the brand.
The strategy translated the product advantage into a practical launch system: five content pillars, a seven-day opening sequence, a four-week calendar, platform roles, and channel and content planning.
View original strategy · English ↗
Product storytelling
Color, detail,
and movement.
Short-form videos present the coordinated system through playful brand moments, styled table compositions, and clear product groupings.
Visual world
Products become
the whole table.
The system shows how separate pieces work together, making the final celebration easy to picture and easier to shop.
Project output
- Brand positioning and voice
- Five repeatable content pillars
- Seven-day launch sequence and four-week calendar
- Short-form product videos and styled table storytelling
Contact
Let's work together.
Tell me what your brand needs to communicate, where it feels stuck, and what you want the next chapter to make possible.
byluizacastro@gmail.com ↗Orlando, FL
LinkedIn ↗