Querida Florencia.
Querida Florencia is a digital content segment created for influencer Florencia Guillot and her mother. The goal was to develop a branded series that felt authentic, relatable, and emotionally engaging, while opening space for genuine conversations between two generations. The project was designed to strengthen Florencia’s brand, diversify her content, and create long-term value through a versatile storytelling format. This project was made with Chronically Online.
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Project Management, Brand Strategy, Messaging, Copywriting, Strategy.
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Led the content strategy and development for the full segment launch.
Defined the brand positioning and verbal identity.
Created a comprehensive editorial and tone guide, balancing entertainment with empathy and brand safety.
Developed the segment’s name, narrative framework, and visual creative direction via moodboards and references.
Built macro content concepts and flexible thematic pillars to ensure ongoing storytelling variety and audience connection.
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Core Themes:
Generational Contrast – Honest and natural perspectives from the two different life stages.
Shared Culture – Blending nostalgia and new trends.
Relatable Stories – Real-life conversations, not curated scripts.
Discovery Together – Learning, reacting, and laughing through their new experiences.
Example of Tone Guide:
“Querida is a space for curiosity, memories, and never taking yourself too seriously.”
Creative Strategy & Segment Development