Ana Luisa Camargo

I’m a brand and creative strategist with more than 15 years of experience helping organizations unlock clarity and turn it into lasting business value. I specialize in brand positioning, transformation, architecture, identity systems, and communications strategy—and I believe brand should do far more than guide how a company goes to market. It should shape how a company thinks, behaves, and grows.

Throughout my career, I’ve had the privilege of working across global consultancies, iconic brands, and fast-moving startups. Most recently, I was a Senior Strategy Director at Wolff Olins in New York, where I led some of the firm’s most ambitious engagements. One of the most meaningful was guiding the historic transformation of Johnson & Johnson. I helped unify the organization under a renewed ethos, brand architecture, and design system that shifted J&J from a house of brands to a more integrated, enterprise-led brand. That work included leading multi-disciplinary teams across more than 30 workstreams, navigating an exceptionally complex stakeholder landscape, and championing excellence from strategy through execution.

I also had the opportunity to partner with brands like United Airlines, Coinbase, Blank Street Coffee, and the New York Botanical Garden. Before Wolff Olins, I held strategy roles at places like Jones Knowles Ritchie and Natura, working with brands such as Anheuser-Busch Inbev, PepsiCo, Burger King and UNICEF. Across these roles, my focus has been consistent: helping organizations define who they are, align internally around a shared direction, and express themselves meaningfully in the world. The work I’ve led or contributed to has been recognized by One Show, Type Directors Club, Fast Company’s Innovation by Design Awards, D&AD, Cannes Lions, and more. It’s recognition I value because it reflects thoughtful strategy brought to life with craft and intention.

My background in both biology and design shapes how I think about brands: as living systems influenced by culture, behavior, and relationships. I believe clarity is powerful—and beauty is transformational. When strategy and design are deeply integrated, brands don’t just make sense; they make people feel. And that emotional connection builds trust, shifts behavior, and creates enduring value.

Today, I partner with organizations navigating moments of change-whether they’re scaling, entering new markets, or evolving their brand architecture. I’m especially energized by work that aligns brand with business at every level: from culture and employee experience to product decisions and customer journeys. Above all, I aim to help teams use brand as a force for coherence, connection, and positive impact.