Daniela Nicholson

Creative Director

Sed: Studio

Daniela is Peruvian and gladly enjoys the world's best ceviche very often. She is the Founder and Creative Director of Sed Branding Studio, where she finds herself drawing inspiration from her country's food and culture. While initially considering advertising design as her career, she pursued communications, developing her love for design but also for words and meanings. Her brief time working as an advertising copywriter taught Daniela how to create concepts based on insights. When she discovered branding, she felt as much happiness as when she discovered chocolate. The name of her Studio (Sed) translates to thrist, and it symbolizes the importance of nurturing daily curiosity to create brands with unique personalities. Sed Studio has crafted and propelled over 100 brands, including Peruvian startups that are now expanding across Latin America.

The words behind our origin

In LatinAmerica, where food has so deeply shaped our identity, words serve as ingredients to cook identity discourse, belonging and pride. These cultural expressions inspire us, and at the same time, can be useful to develop and progress.

Brands communicate verbally, visually, and experientially. Every one of those languages is equally important; and to achieve powerful identities, brands need a clear personality, tone of voice, defined topics and main messages. It is through words that concepts become visual solutions and through messages that brands communicate with their audience, how they truly connect and become lovemarks.


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