✦ Brand Consultant · Based in Berlin

I help brands find
their story.

15+ years shaping brand strategy, architecture, and narratives for global brands across Latin America, the U.S., and Europe.

View my work ↓ About me
15+ Years Experience
50+ Projects Delivered
3 Continents
∞ Brand Stories
Services

I work with founders, leadership teams, and agencies at moments where clarity, direction, or senior brand judgment is missing.

01

Brand Strategy & Architecture

Who it's for

Founders or leadership teams who need structure before scaling, especially in complex, multi-brand, or fast-growing environments.

  • Clear brand positioning and strategic narrative
  • Brand architecture and portfolio logic
  • Defined roles of brands and products
  • Clear decision principles and strategic guardrails
  • A usable brand system teams can apply independently
02

Brand Leadership

(Fractional)

Who it's for

Teams or agencies that need senior brand leadership, but not (or not yet) a full-time Head of Brand.

  • Clear brand direction and decision ownership
  • Stronger strategic framing for launches and key initiatives
  • Senior brand leadership support for pitches and high-stakes moments
  • Ongoing alignment across brand, comms, and creative work
  • A trusted strategic counterpart embedded in the team
03

Workshop & Inspiration Labs

Who it's for

Leadership, brand, or innovation teams who need shared perspective on cultural, behavioral, or technological shifts and want clarity on what actually matters next.

  • Shared understanding of cultural and behavioral shifts
  • Clear strategic implications for the brand or product
  • Aligned language and framing teams can use immediately
  • Defined next moves (not just inspiration)
Expert Topics
Cultural signals & emerging behaviors Trends vs. fads: what to act on now Audience mindset mapping Cultural positioning & narrative opportunities Tech, culture & behavior sense-making Inspiration-to-strategy translation Applied AI & Prompt Strategy
Selected Work

Recent Projects

A curated selection of brand strategy, identity, and narrative work for global clients.

Kedrion
Brand Activation
Kedrion
2025
 Visma E-conomic
Brand Strategy
Visma E-conomic
2025
 Path.Era
Brand Identity
Path.Era
2025
 Qonto
Pan-European Campaign
Qonto
2025
 SumUp
Brand Campaigns
SumUp
2021–2022
 Talenti
Brand Narrative
Talenti
2025
 Tazo
Brand Strategy
Tazo
2025
 Degree
Campaign
Degree
2025
 Logitech
Brand Strategy
Logitech
2025
 Kiss FM
Brand Campaign
Kiss FM
2012
 Lifan Motors
Brand Strategy
Lifan Motors
2015
 The Moot
Personal Project
The Moot
2024
About

Hi, I'm Paula.

I've been working in brand strategy for over 15 years, across Latin America, the U.S., and Europe. Along the way, I've helped global giants and early-stage brands alike.

The work I do lives somewhere between structure and story. I've built brand architectures, led naming processes, shaped narratives, and created campaigns that aim to make brands feel more human, more clear, and more connected to the world they're part of.

I'm especially drawn to the cultural side of things—the way brands reflect what we value, fear, or aspire to. I explore some of that in The Moot, my Substack where I share thoughts on digital behavior, cultural shifts, and the signals hiding in plain sight.

Let's work together

Areas of expertise

Brand Strategy Brand Architecture Naming Brand Narrative Campaign Strategy Cultural Insights
Get in Touch

Let's work together :)

Have a project in mind? Leave your message, and I'll get back to you in a flash ⚡️

✉
Email righetti.paula@gmail.com
in
LinkedIn @paularighetti