Isabella N.

The Screenwriter Went Rogue

Started young, bright-eyed, and convinced I’d be crafting the next Britney, Beyoncé and Pink in the coliseum TV ad campaign. Got pretty close a couple of times but...internet went a little too far.

My career path hasn't been a straight line, and honestly, that's the point. I started in the fast-paced world of international advertising, crafting campaigns for global giants like Ford, Spotify, and Uber. It was a fantastic education in the power of brand storytelling and reaching mass audiences.

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Then, life took some unexpected turns. A period of independent exploration and personal growth, including navigating the challenges of the pandemic and building my own business, provided invaluable insights into the realities of entrepreneurship and the importance of resourcefulness.

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Livrarista? Yeah, that was my COVID emergency plan and turned out to be the coolest thing I've ever done. A bookstore built on sheer stubbornness and a whole lot of social media hustle. No investors, just a woman with a cause and a hell of a lot of opinions. Survived the marketplace giants by being… well, actually relevant.

Before you ask about the gap in the resume – well, let's just be blunt and say I survived experiencing something known as women's worst fear - in my own terms: living a life that was more interesting than any campaign I ever worked on. Life threw a curveball. Shut down my business with much sadness, spent a couple of years recovering from PTSD, lived in more countries than most people visit in a lifetime, and never stopped creating meanwhile. 

During one of my ventures, a lightbulb went off: I was already a designer. Just hadn't put a label on it. This experience honed my ability to self-regulate, think creatively under pressure, and understand the user journey from a completely different perspective. 

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Came back to the advertising world, and it was like finding your favorite suit in a dumpster fire.This led me to fall in love with the raw, unfiltered truth of user research, where I discovered a passion for understanding the fundamental needs and behaviors of users. I realized that my innate ability to see underlying problems was a powerful asset in creating truly effective and user-centric solutions.

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My work today is rooted in a deep understanding of human empathy. I specialize in designing products and experiences that not only meet functional requirements but also resonate emotionally with users. Because if you don't get them, you're just building digital garbage.

I specialize in creating things that people actually use and, dare I say, remember because they make sense. My background in brand and content strategy, combined with my UX research and design skills, allows me to transform complex challenges into clear, elegant solutions that drive user engagement and achieve tangible business impact.

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The diverse experiences throughout my career, including building a successful business from the ground up and navigating hardcore personal challenges, have equipped me with a unique perspective and a resilient approach to problem-solving.

I bring a blend of strategic thinking, creative intuition, and a genuine understanding of the human element to every project. I'm not afraid to tackle complex challenges and I am driven by the desire to create meaningful and impactful experiences.
 

So here I am. The screenwriter who went rogue. The ad girl who realized there’s more to life than selling whatever. The one who understands that behind every click, there’s a human being with their own baggage and their own needs. And I’m here to make sure your digital world doesn’t make them want to throw their computer out the window.

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So, you got a problem? A brand that’s lost its way? Users who are scratching their heads? Come talk to me - I'm a good listener - just don’t expect any rainbows and unicorns. I deal in the hard truths, with a healthy dose of cynicism and a whole lot of creative firepower. Now, let’s get to work!