Querida Florencia,
Querida Florencia was a content strategy and creative development project for influencer Florencia Guillot, where the goal was to design and launch a new digital segment alongside her mother, “Querida.”
The project centered on creating an engaging space that felt authentic, entertaining, and relatable, highlighting the unique mother–daughter dynamic and building stronger connections with her audience.
The Concept
The creative foundation was to showcase intergenerational perspectives through humor, empathy, and authenticity. Instead of focusing on aspirational or scripted narratives, the concept emphasized real conversations. The everyday talks between mother and daughter that balance experience, humor, and curiosity. These are some of the key creative pillars that guided the project:
Generational Contrast – highlighting the differences and similarities in experiences.
Shared Culture – from trends to nostalgia, blending the past and present.
Relatable Stories – conversations and anecdotes everyone can identify with.
Discovery Together – exploring new experiences side by side.
This ensured a format that felt spontaneous, natural, warm, and endlessly adaptable.
Work with: Chronically Online.
The result.
* A creative strategy and guide for execution, including:
* The segment’s identity and positioning within Florencia’s brand.
* The tone of voice that balanced Florencia’s charisma with Querida’s maternal side.
* Editorial guidelines that outlined what themes to embrace and which to avoid, ensuring brand safety and consistency.
* Macro content concepts that served as idea engines for ongoing content, guaranteeing long-term relevance and variety.
* Naming and creative direction, including moodboards and visual guides for them to develop the branding of the project.
Our scope didn’t include graphic design; however, we focused on crafting the creative direction for the segment: moodboards and visual references to inspire the graphics and animation.
