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, FloridaDiagnosis 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 — and build complete creative systems from there: identity, narrative, character-driven storytelling, and content that works across social, video, and sales materials.
Download 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.
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
[ADD: result metric 1, e.g. engagement growth][ADD: result metric 2][ADD: result metric 3]
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.
Campaign film
Strategy became
a reveal.
The character launch moved from concept and narrative planning into a complete short-form film. Visual development, AI-assisted scenes, editing, sound, pacing, and on-screen copy worked together to introduce Ben with personality.
Strategy made usable
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
[ADD: result metric 1, e.g. engagement growth][ADD: result metric 2][ADD: result metric 3]
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, on-location creative direction, editing, SEO captions, trend monitoring, tests, and content performance diagnosis.
Content extension
One filming day.
A useful product.
The EPCOT hidden-secrets guide transformed research and on-location content into a saveable, shareable resource with route planning, illustration, practical context, and the brand’s point of view.
View complete EPCOT guide ↗
Results
[ADD: result metric 1, e.g. engagement growth][ADD: result metric 2][ADD: result metric 3]
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.
Explore case ↘
The context
[ADD: 1–2 sentences on the client's starting point and challenge]
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.
05
Motorcycle retail · Brazil
Retail communication designed around freedom, identity, local relevance, and the rhythm of a dealership.
Explore 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.
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.
Explore 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.
07
Family entertainment · USA · 2026
Abracadabra
Play Cafe
Instagram @abracadabraplaycafe ↗A complete local growth system for a family destination, connecting positioning, content, events, community partnerships, retention, and content performance diagnosis.
Explore case ↘
The opportunity
Own a clear place in Winter Garden by balancing child development, imaginative play, and a comfortable experience for parents.
The direction
Build 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, metrics review, and creative production.
Strategic foundation
From local opportunity
to a 30-day roadmap.
The plan defines the market gap, competitive position, priority audiences, acquisition campaigns, ambassador network, retention logic, and a phased execution roadmap.
Complete strategy / 6 pages ↗
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.
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 ↗
08
Party decor · USA · 2026
A launch strategy for a new party decor brand, built around coordinated color sets and the founder's 13 years of styling experience.
Explore 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 translates 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 complete strategy ↗
Complete strategy / 6 pages ↗
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.
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 ↗