Hello, I'm Mariafrancesca.

I’m a brand strategist and storyteller. I help brands and creators define, refine or reshape what they stand for — and turn it into language, narratives and design direction that land.

I was a Strategy Director at Pearlfisher (and before that, at Path and at ielo design in Singapore). Now I freelance, working directly with brand owners and with teams from brand and design agencies.

I work at the intersection of thinking and making: positioning, portfolio architecture, creative strategy and decks that persuade. And because words are my first love, I’m also a copywriter — from tone of voice and messaging to naming and thought leadership.

I have experience across multiple sectors, from FMCG to luxury spirits, beauty to functional drinks, environmental organizations to travel retail.

Sometimes I lead the full brand strategy process. Sometimes I drop in to sharpen the story or find the right words. Either way, I bring creativity, structure and a clear way forward.

P.S.
“Madu” means honey in Indonesian and it’s what my surname means in Italian. Intrigued? Ask me when we chat 😁