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 in London (and before that, at Path — also London — and at ielo design in Singapore). Now I work directly with brand owners and with teams from brand and design agencies.

I work at the intersection of thinking and making: brand 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, and from environmental organisations to travel retail. I’ve worked with clients across the UK, Europe, the US and China, navigating both global brand systems and local market nuance.

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 😁