Case files
The work.
Client · decision · change.
Case 01 — the before/after
Aruma
Beauty retail · a US-market expansion pitch · from 61 pains to “Peru’s Sephora”
Aruma — Peru’s fastest-growing beauty retailer — needed to convince international brands to enter Latin America through them. One discovery session captured 61 stakeholder pains. The message architecture rebuilt scattered claims into a single arc: the new Peruvian beauty consumer → the Aruma model → how your brand enters. The client’s own research became a story a US brand director could act on.
Case 02 — the tender
LATAM Lounge
Airport hospitality · a US$10.5M competitive tender · won against international firms
DRRP Spaces bid to design the LATAM Lounge at Lima’s new Jorge Chávez International Airport. The winning narrative translated occupancy analytics and spatial concepts into one argument: Amalgama Peruana — Peru’s contrasts, topography, and craft, carried into a single spatial experience. From “here are our renders” to “here is the Peru your passengers should feel.” Inaugurated 2025.
Case 03 — the raise
VenueVerse
Wedding-tech SaaS · a pre-seed teaser · UK, 2025
A first-time-founder pitch rebuilt as a courtship: Hello → I do → the problem (miles close or miles away) → a $74b market growing to $121b → the product for venues and for couples → the competitive quadrant → the ask. Every slide answers the question an investor asks next. SEIS/EIS-ready, 45 venues signed at the time of the deck.
Case 04 — the partnership pitch
Hardest Adventures
Adventure media · a brand-partnership proposition · UK, 2025
Russ Cook — the first person to run the full length of Africa — needed sponsors to see Hardest Adventures as more than an influencer buy. The narrative reframed the category itself: NOT a holiday company → the world suddenly changed → brands that step in, win → our promise → it’s already working (Huel). Emotional logic first, reach numbers second.
Case 05 — beyond the deck
DRRP Analytics
Corporate architecture · launching a new business line · deck, identity, and web from one engagement
DRRP asked for a presentation to introduce Analytics — a data service measuring how offices are actually used. The engagement delivered the launch narrative (Medimos → Analizamos → Recomendamos, the Space Book deliverable, “the first architecture studio to co-design with data”) and grew into the venture’s identity system and web cases.
Case 06 — the standing partnership
GfK
Market research · the annual retail conference keynote · six consecutive years (2014–2019)
GfK’s flagship retail conference runs on dense industry data. For six consecutive years — through the event’s ninth edition — the engagement turned that data into keynote narratives per speaker, tailored to each presenter’s voice. Renewal is the review.
Case 07 — the CEO keynote
AGP at CADE
Automotive glass · the CEO’s keynote at Latin America’s premier business summit · 2018
At CADE 2013, three CEO committees — Grupo Agricultura, Infraestructura, Salud, 10–12 chief executives each — were each facilitated from raw positions to a single keynote narrative.