Hi, I’m Fernanda.
Branding Feast is the studio I built after I stopped recognizing the work I was making.
I didn't grow up dreaming of advertising. I came out of university not knowing what to do, took an agency job because I liked the idea of getting paid to be creative, and somehow stayed for twenty years.
Most of that time was spent inside food and drink:
Coca-Cola, Kellogg’s McDonald's, Heineken, Jack Daniel's, Glenlivet, Bacardi.
Some of it wasn't food. Nike, Lexus, Meta.
All of it meant defending ideas in boardrooms full of people with expensive MBAs until one of them survived fifteen opinions and twelve rounds of focus groups.
Then I burned out and quit. The plan was to take a break.
Instead, I took one branding assignment to keep the lights on. The skills I'd spent twenty years sharpening for companies that owned the world turned out to be exactly what one founder needed to launch hers. After two decades of work that disappeared into committees, this one mattered.
So I kept doing it. And I built Branding Feast around it.
My Approach
Most founders already know good branding when they see it. What they don't have is the toolkit to make it themselves, and the time to figure out which of a hundred decisions to make first.
This isn't really a creative problem. It's an expertise problem in disguise. Founders hire experts because they want to be told what's right. Most agencies forget that. They keep showing options and asking "what do you think?" until the timeline stretches, the work waters down, and the founder ends up exhausted by a process that was supposed to help them.
After twenty years, I've earned the right to have a point of view, and I'm going to use it. I'm not worried about sounding smart. I'm worried about getting to the core of what your business actually needs and giving it to you in a way you can use, fast.
I'm not going to cater to your insecurities. I'm going to get the job done.
Why I do this work
A few months into working solo, I presented branding options to a client and she started crying. She could finally see her own potential when she looked at the work.
I'd spent twenty years presenting work in rooms full of people who'd seen it all before. People doing this for the twentieth time that quarter, on the tenth brand they'd touched that year, for a company so big the decision would be reviewed by three more committees before anyone outside the building ever saw it. Nothing was ever on the line for any single person in that room.
This client's entire business turned on whether I got the work right.
That moment told me where the work belonged.
About me
I once sold my car to fund a trip to Spain because I wanted to eat Spanish food. I would do it again.
The truth is, my clearest memory of every place I've lived (Brazil, Chicago, Dallas, Los Angeles, New Orleans, and now London) is something I ate there.
Today, I walk my dog Ollie past fourteen different cuisines all in one morning. London might be the best food city in the world. (Or Osaka? Or San Sebastián? I think about this way too much.)
If you've made it this far and any of this sounds like the kind of person you want building your brand, let's talk. The first step is a Fit Call: fifteen minutes on Zoom, no pressure, just to see if we're a match.