About

My name is Carolina Rojas. I am based in Barcelona. I hold a bachelor’s degree in Audiovisual Communication and a Master’s in Corporate and Institutional Communication Management. I am also passionate about design, art and architecture. My connection to these disciplines started early, influenced by my father, an architect, and my sister, an artist. I grew up surrounded by drawings, models and creative processes. Over time, this interest became my professional field. For more than eight years, I have developed brand narratives and positioning strategies for design companies such as BD Barcelona, Santa & Cole and Nanimarquina, approaching design as an agent of cultural transformation.

Approach

As a Brand and Narrative Director, I work with leadership teams and founders to define brand positioning and strategy, and support their implementation, ensuring consistency over time. I see branding as a strategic tool, capable of aligning product, discourse and experience, while creating differentiation and long-term value. My approach sits at the intersection of creativity, culture and strategy, integrating business and context. It begins with an analysis of the cultural, social and market landscape to understand what makes a brand meaningful and distinctive. From there, I develop strategies and narrative frameworks that help companies define their identity and guide how the brand expresses itself across all touchpoints. This is how I generate cultural impact and contribute to the contemporary conversation, translating complex narratives into clear, relevant and actionable positioning.

I work on both long-term strategic processes and more focused, project-based collaborations.

Capabilities

Brand Strategy, Brand Positioning, Brand Narrative Systems, Cultural and Context Analysis, Creative Content Direction, Communications and PR Strategy, Leadership.  

Curriculum Vitae