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weRfoods

Place

    RocaSalvatella

My role

    As Brand & Content Consultant, I was responsible for refining and consolidating WeRfoods’ brand narrative — ensuring it captured the company’s values, vision, and long-term purpose. I served as a bridge between the client, the design team and other collaborators, ensuring consistency, clarity and alignment across all deliverables.

What I did

    - Reviewed, edited and restructured the brand narrative into a strategic storytelling framework (80+ pages), including commitments, values and positioning.
    - Refined the brand’s vision and purpose in collaboration with the client.
    - Reviewed and helped finalise the brand book, aligning verbal and visual identity.
    - Designed the LinkedIn strategy: audiences, goals, tone, content types, publishing rhythm, conversation territories, and cross-brand interaction guidelines.
    - Wrote all website copy, working closely with the UX/UI team to review wireframes and structure before handing over to development.
    - Coordinated with the corporate video editor, providing feedback and narrative refinement.
    - Managed client communication and coordinated the delivery of design and print-ready internal materials.

The impact

    The brand narrative and messaging structure are currently being implemented across all communication channels, including a new website and LinkedIn presence. The client has expressed strong satisfaction with the process, particularly in terms of clarity, alignment and adaptability. The project is ongoing, with digital rollout currently in development.

Building a brand narrative from the inside out.

WeRfoods is a new corporate group formed from the alliance of several food companies — with Friselva (Girona) at its core. The brand had just been visually defined (name, logo, identity), but still lacked a cohesive verbal narrative, a digital presence, and clear internal messaging.
The challenge: to craft a brand story that could unify all companies under one purpose, define their voice and commitments, and ensure consistency across digital and physical touchpoints.

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