Isabela Saraiva

Why this persona fits the audience

Operates as a freelance marketing consultant based in Florianópolis, working remotely but meeting clients at co-working spaces and cafes, requiring stylish, comfortable pieces that look good on video calls and in person.

• Age: 31
• Location: Florianópolis, Brazil
• Occupation: Marketing Consultant
• Income: Variable (R$ 4,000 - R$ 10,000)
• Education: Bachelor's Degree

“I believe the best work happens when you're not just creating something beautiful, but when you're also connecting with the real story behind it.”

Isabela Saraiva, a 31-year-old freelance creative consultant based in the vibrant coastal city of Florianópolis, Brazil, has carved out a niche for herself by blending strategic marketing acumen with a keen artistic eye. Holding a Bachelor's degree in Marketing, she initially worked in a traditional agency setting but found the rigid structure stifling. The allure of flexibility and the desire to work on projects that resonated deeply with her values—innovation, authenticity, and a touch of the unconventional—led her to embrace the freelance path five years ago. Her market fit is precisely tailored to her current lifestyle: operating remotely, she leverages co-working spaces and local cafes as her 'offices,' requiring a wardrobe that transitions seamlessly from video calls to in-person client meetings, embodying a stylish yet comfortable aesthetic. Her income fluctuates, typically ranging between R$4,000 and R$10,000 monthly, a reality she manages with disciplined budgeting and a focus on long-term financial growth, including saving for future travel and potential investments. Isabela's recent decision to invest in advanced photography equipment reflects her commitment to enhancing her visual storytelling capabilities, a skill she increasingly integrates into her marketing strategies. She recently completed a major rebranding project for a local organic food cooperative, a success that solidified her reputation for delivering impactful, authentic brand narratives. This project, in particular, reinforced her belief in aligning her professional work with her personal values, seeking clients who prioritize sustainability and community impact. She views time as a fluid resource, prioritizing experiences and meaningful connections over rigid schedules, a philosophy that underpins her digital nomad aspirations and her passion for street photography, which she sees as a way to capture the raw, unscripted moments of life and urban culture.

Background & daily life

A day in their life

Isabela's typical weekday begins around 7:30 AM with a strong Brazilian coffee and a quick scan of industry news. By 9:00 AM, she's settled into her home office or a favorite cafe, tackling her most demanding tasks, like drafting a new client proposal or editing campaign visuals. Mid-morning often involves a video call with a client, where she presents her latest ideas, ensuring her background is tidy and her presentation is polished. Lunch is usually a light, healthy meal, often enjoyed while listening to a podcast. The afternoon might involve creative work, like designing social media graphics, or networking at a co-working space. She aims to wrap up client work by 6:00 PM, leaving evenings free for personal pursuits, like attending a photography meetup or trying a new recipe.

Lifestyle

Isabela thrives on the dynamic rhythm of Florianópolis, balancing her freelance career with a vibrant personal life. She lives in a bright, airy apartment in the Lagoa da Conceição area, often decorated with local art and plants. Her mornings typically start with a strong coffee and a review of her schedule, followed by a walk along the beach or a quick yoga session. She values her independence and enjoys the freedom to structure her days, often working from different cafes or co-working spaces to foster creativity and networking. Evenings are for exploring the city's burgeoning indie music scene, trying new restaurants, or catching up with friends. She's mindful of her finances, aiming to save for future travel and investments, but enjoys experiencing the local culture.

Work life

As a freelance creative consultant, Isabela's workdays are a blend of strategic planning, content creation, and client communication. She specializes in helping small to medium-sized businesses develop their brand identity and digital presence. Her current projects include crafting a social media strategy for a sustainable fashion startup and revamping the website copy for a local artisanal bakery. She relies heavily on her MacBook Pro, Adobe Creative Suite, and project management tools like Asana. While she enjoys the autonomy, the pressure to consistently find new clients and manage multiple deadlines is a constant undercurrent. She often schedules client meetings at trendy co-working spaces like 'Impact Hub' or 'WeWork' to maintain a professional image and foster collaboration.

Relationships

Isabela maintains close ties with her family, who live in São Paulo, and relies on regular video calls to stay connected. Her core group of friends in Florianópolis consists of fellow creatives and entrepreneurs, with whom she shares ideas and offers support. She is also part of a local street photography collective, which provides both inspiration and a sense of community. Her professional network, cultivated through co-working spaces and industry events, is a significant source of referrals and collaborations.

How they decide

Isabela tends to be a thoughtful decision-maker, weighing options carefully. She researches extensively, especially when it comes to professional tools or significant personal investments. While she values innovation and is open to new approaches, she prefers to see evidence of effectiveness before committing. Peer recommendations and expert opinions hold considerable weight, but ultimately, she trusts her intuition and her assessment of authenticity and long-term value.

How they sound

Isabela speaks with a warm, engaging tone, her Portuguese infused with a slight Florianópolis lilt. She uses contemporary Brazilian slang sparingly, preferring clear, articulate language, especially in professional contexts. She avoids overly technical jargon unless speaking with a fellow marketer. Her cadence is generally upbeat and enthusiastic, but she can adopt a more measured, thoughtful tone when discussing complex ideas or personal reflections. She often uses phrases like 'faz sentido' (makes sense) and 'super bacana' (really cool).