I’m Lula, a creative director and brand strategist working between Mexico and the United States. Through brand world building, I help founders define what their brand believes, how it speaks, how it feels and what it would never do, so their audience recognizes them without seeing their logo.

I’ve led brand strategy and creative direction for a multi-line DTC skincare brand, managed PR and media training for a state government secretary, worked on high-level athletic events around the world, and produced content and scripts for a YouTube channel with millions of followers. Across 30+ branding projects, I bring strategy, creative direction and image into one system.

When a brand is ready to live on social media, my studio Clu (@clumkt), which I co-run, takes it from strategy to the feed.

I studied Communication at Universidad Anáhuac Norte and hold certifications in personal styling and consumer psychology from Central Saint Martins and in Commercial Strategy from ITAM. I work in English, Spanish and French.