Laura Aracena-Freelancer for Brand & Design Strategy
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Experience
Freelancer for Brand & Design Strategy
studio.aracena
Studio.aracena is a freelance design studio and IT consulting agency for developing digital solutions with a focus on strategic design that holistically supports brand values and business goals
Product Design UX/UI
Design & Brand Strategy
Brand creation and launch
Corporate Identity
Support in app development
Project management & workshops
Senior Business Consultant for Brand & Design Strategy
msg systems AG
- Global Brand Director for the Miele Smart Home App (project size of 7000 employees)
- Developing brand-based strategies to advance the design strategy of the Miele Smart Home App and the global Miele brand in collaboration with other departments
- Team lead of the Smart Home UX team (brand implementation, budget management, roadmap planning, workshop creation and facilitation, capacity planning, stakeholder meetings)
- Team lead of the Laundry dev team: analyzing development processes to optimize and ensure timely implementations, review sessions and code reviews
- Lead UX Designer for the Laundry Business Unit (analysis, concept, design, prototyping)
- Leader and member of the task force for Global Mobile Component and Design Token System development
- Member of the Diversity working group, topic owner for queer community development and education on preventing violence against women at msg systems ag
- Brand Director and Design Strategy Lead for rebranding msg digital
Business Consultant for Brand & Design Strategy
msg systems AG
- Brand Director for the Miele Smart Home App (project size of 7000 employees)
- Developing brand-based strategies to advance the design strategy of the Miele Smart Home App and the global Miele brand in collaboration with other departments
- Team lead of the Smart Home UX team (brand implementation, workshop creation and facilitation)
- Team lead of the Laundry dev team: analyzing development processes to optimize and ensure timely implementations, review sessions and code reviews
- Lead UX Designer for the Laundry Business Unit (analysis, concept, design, prototyping)
- Leader and member of the task force for Global Mobile Component and Design Token System development
- Member of the Diversity working group, topic owner for queer community development and education on preventing violence against women at msg systems ag
- Speaker at industry conferences on creative leadership and the value of brand and design
Junior Brand Strategy Consultant
Kitto Katsu GmbH
- Developing holistic brand and design strategies: naming and narratives, communication concepts, B2B/B2C communication, launches and relaunches, social media management and content creation
- Design lead and strategic project management, project management and art direction
- Client management: proposal creation and negotiations, stakeholder management
- Preparing and facilitating workshops, creating and delivering presentations for stakeholder meetings
Working Student in Brand & Design Strategy
Kitto Katsu GmbH
- Developing holistic brand and design strategies: naming and narratives, communication concepts, B2B/B2C communication, launches and relaunches, social media management and content creation
- Preparing and facilitating workshops, creating and delivering presentations for stakeholder meetings
Sales and Brand Manager & Back Office Lead
P4 Marketing GmbH
- Ordering and distribution for the labels Minimum, Herschel, Kings of Indigo, Bugatti, HEAD
- Showroom design and visual merchandising
- Back Office Lead responsible for 7 working students
- Sales management: order acceptance, handling incoming payments, returns processing
- Customer management: acquisition, customer care, customer support
- Participating with the brands at Berlin Fashion Week twice a year
Industry experience
See where this freelancer has spent most of their professional time.
Experienced in Information Technology, Professional Services, Manufacturing, Advertising, and Fashion.
Business area experience
See which departments and functions this freelancer has contributed to most.
Experienced in Marketing, Product Development, Project Management, Information Technology, Strategy, and Customer Service.
Summary
As a freelance brand and design strategy consultant with over 8 years of professional experience in various project environments, I combine design and strategic understanding to develop holistic brand solutions. My expertise lies in product and UX design within complex digital environments as well as in comprehensive brand consulting. I manage strategic and operational processes, lead teams and stakeholder meetings, and guide projects from concept to implementation. My goal is to activate brand value, boldly question conventions, and anchor design as a core strategic tool.
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Frequently asked questions
Have questions? Find more information here.
Laura is based in Berlin, Germany and can operate in on-site, hybrid, and remote work models.
Laura speaks the following languages: German (Native), English (Advanced), Spanish (Intermediate).
Laura has at least 6 years of experience. During this time, Laura has worked in at least 6 different roles and for 4 different companies. The average length of individual experience is 1 year and 1 month. Note that Laura may not have shared all experience and actually has more experience.
Based on recent experience, Laura would be well-suited for roles such as: Freelancer for Brand & Design Strategy, Senior Business Consultant for Brand & Design Strategy, Business Consultant for Brand & Design Strategy.
Laura's most recent position is Freelancer for Brand & Design Strategy at studio.aracena.
In recent years, Laura has worked for studio.aracena, msg systems AG, and Kitto Katsu GmbH.
Laura is most experienced in industries like Information Technology, Manufacturing, and Professional Services. Laura also has some experience in Advertising and Fashion.
Laura is most experienced in business areas like Marketing, Product Development, and Project Management. Laura also has some experience in Information Technology, Strategy, and Customer Service.
Laura has recently worked in industries like Information Technology, Manufacturing, and Professional Services.
Laura has recently worked in business areas like Product Development, Marketing, and Project Management.
The availability of Laura needs to be confirmed.
Daily rate distribution
The rates shown represent the typical market range for freelancers in this position based on recent contracts on our platform.
Average rates for similar positions
Rates are based on recent contracts and do not include FRATCH margin.
The average daily rate is the mean of all daily rates from recent contracts of comparable freelancers on our platform.
The median daily rate is the middle value of all daily rates — half of comparable freelancers charge less, half charge more. Unlike the average, it is barely affected by outliers.
Calculated based on our freelancers’ daily rates as of 7 Sep 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
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