Hola! I am Lucila, an Argentine-born, PDX-based strategist that loves to solve problems.

Here’s what I can do for you

Research

Interviews

I will design and conduct interviews with key stakeholders, employees, and ideal/potential customers in order to get deeper insight into their relationship to a brand/category.
Focus groups

I will design, conduct, and analyze small group conversations that will give us some juicy tidbits about an audience.
Ethnography

I will immerse myself in any culture and tribe until I see life through their eyes, bringing rich insights to the creative team.
Workshops

I will design and conduct fun worshops with clients in order to understand the essence of a brand.
Surveys

I will design, administer, and analyze surveys in order to unlock findings at a mass scale.
Secondary

I will devour industry reports, scholarly articles, documentaries, blogs, reviews, posts and pretty much anything I come across that will give me a sense of the situation to be analyzed.

Strategy

Communication analysis

I will review every piece of communication a brand has created to understand their essence and identify problems and opportunities.
Competitive landscape

I will analyze the shit out of the competitors, find their strengths and weaknesses, and identify areas of opportunity for us to shine.
Cultural analysis

I will continue my life-long analysis of cultures and tribes and the forces that shape human behavior.
Audience

I will define the audience by finding the sweet spot between a client's wants/needs, the competitive landscape, and their place in culture.
Briefs

I will craft simple and inspiring documents that will inform brilliant and provocative work.
New business pitches

I will analyze a potential client's place in culture and identify the opportunities that will inform a killer (and winning) strategy.

Brand

Platform

I will craft a brand's purpose, promise, role, positioning, contribution, and values with all the gems gathered in the discovery process.
Voice

I will define (and evolve) a brand's voice and use my sixth sense to test every piece of communication against it.
Messaging

I will craft a map that will serve as a message hierarchy to inspire website and social copy, internal communications, and other aspects of the brand experience.
Personas

I’ll go DEEP to truly understand every aspect of our audience's life, break it down into personas with specific personalities and behaviors. And I won’t stop until they feel like real real people.
Product

I will create an architecture of existing and potential products based on industry analysis and consumer needs.
Trends

I will devour every trend report and curate ongoing presentations with the key insights (and predictions) that will surprise and delight the creative team.