MY NAME IS Alma.
I’M a visual designer.
HOW I GOT HERE
I started as a designer who wanted to make everything. Websites, campaigns, emails, ads, social, print. If there was a visual problem to solve, I wanted my hands in it.
Over the last ten years, that curiosity has taken me across beauty, wellness, fashion, hospitality, and lifestyle, working with brands like Havaianas, Dermalogica, CoverGirl, and The NOW.
Somewhere along the way, my role started shifting. I wasn't only designing the work anymore. I was shaping the idea, building the visual world around it and figuring out how it should live across every touchpoint.
I still like being close to the work. That's probably the designer in me.
WORLD FIRST, FRAME SECOND.
Creative direction, to me, has never meant stepping away from making.
I care about the big idea and the tiny details in equal measure. The story, the visual language, the typography, the crop that feels slightly off, the frame that needs one more pass. I like figuring out what makes an idea feel like a world, then making sure that world stays intact wherever it shows up.
The mediums keep changing. My approach hasn't: story, taste, and judgment come first.
AI CHANGED WHAT WAS POSSIBLE.
AI didn't change what I do. It changed what was possible.
I still direct the same way I always have: world first, frame second. The tools simply removed some of the friction between the idea in my head and the finished work.
I've rebuilt parts of my production process around that, using AI alongside traditional design, photography, motion, and post-production to create work that feels at home within the brand, not like it came from a different universe.
I'm not particularly interested in making work that looks like AI. I'm interested in what becomes possible when a creative understands both worlds.The tools will keep changing. Good ideas won't.
STAY TUNED..
