Balmaseda Atelier creates made-to-measure bridal pieces in Madrid, with a minimalist, unsentimental voice in a sector that usually drowns in tulle and cliché. I lead all of its marketing and communications: digital strategy, social media, content creation, Meta and Google campaigns and email marketing. I also designed the Atelier's landing page and booking experience.
Full-funnel ownership: from how the brand looks and sounds, to the campaigns that fill the appointment book.
The challege
Bridal is a category that drowns in cliché — tulle, soft focus, sentimentality. Balmaseda Atelier makes made-to-measure pieces with a fundamentally more modern, restrained sensibility, and its communication needed to match that: elegant without being saccharine, premium without being cold. The challenge was to build desire and bookings in a saturated, emotionally loaded market while keeping the brand's quiet confidence intact.
Mix of content in both IG accounts
The approach
I lead the Atelier's marketing end to end. That means setting the digital strategy, running social media and content, and — critically — define how the brand looks and speaks. On top of that sit the Meta and Google campaigns, the email marketing and the landing page and booking experience I designed. The aesthetic decisions and the performance numbers are managed by the same hand, which is what keeps the brand consistent from first impression to signed appointment.
Curated feed
Ad campaigns
New landing page
