Pia Alive | Art Director & Brand Consultant
(this site is in constant evolution)
PROJECT: WeTransfer Brand Campaign
YEAR: 2024
ROLE: Brand Design Director / Art Director / Concepting
TEAM: WeTransfer Creative Studio
HEADS OF STUDIO: Marc Vermeeren / Keith Butters
CREATIVE DIRECTORS: Tom Bird / Tom Biddulph
GRAPHIC DESIGNERS: Pia Alive / Fin O’Neill / Nathan Hoang / Terezie Štindlová
MOTION DESIGNERS: Everton Guilherme / Nacho Darras
COPYWRITER: Abbie Robinson
PROJECT MANAGERS: Hannah Mullen / Vera le Blanc / Linsey Ruijter
ANIMATION PARTNER: BUCK
COLLABORATORS: Jessica Walsh / Quinn Wilson / Joshua Kissi / Gabriel Moses
SOUNDTRACK: Suzi Analogue
More
Move it like a Pro
In 2024, WeTransfer's focus was on their Pro subscription. The campaign redefined what it means to be "pro," embracing the chaos, humor, and quirks of creative work, from Procrastinating to Prototyping, and everything in between. The Pro words gave the campaign a unique tone of voice, laying the foundation for an honest, copy-driven approach complemented by a bold visual language.
As Brand Design Director at WeTransfer Creative Studio, I led the visual direction within the team, aligning the campaign across all touchpoints and directing the visual language. We built on our core typeface, merging it with custom Pro typography to reflect the diverse personalities of creative professionals. Our use of abstracted UI elements reinforced brand identity while subtly showcasing product features. Photography played a key role, capturing authentic portraits that added depth to the visual storytelling.
Together with our in-house team and motion design partner BUCK, we art-directed a campaign that celebrated the mindset of creative professionals. Featuring creatives like Jessica Walsh, Quinn Wilson, Joshua Kissi, and Gabriel Moses, the campaign spanned the WeTransfer site, social media, and paid media, connecting with the creative community through authenticity and wit.
A creative solution to having no budget, no time, just an incredible pool of talent (thanks to WeTransfer’s cultural arm WePresent). To launch the ‘Move it Like a Pro’ campaign, we asked a bunch of creatives to raid their own camera rolls to give us a behind-the-curtain look at what it’s like to be a PRO. We gave them a list of words and they sent us back the weird and wonderful moments you see below.
ABOUT
Art Director and Brand Consultant. Based in Montevideo, formed in Buenos Aires and Amsterdam.
15 years of experience, shaped by leading brand design at WeTransfer and R/GA, and years of independent practice with clients and studios worldwide.
I work across identity, concepting, visual systems, and art direction, collaborating with studios, design teams, and independent clients worldwide. My work spans fashion, education, technology, arts, architecture, and culture, balancing conceptual thinking with visual execution.
I value long-term collaborations and close working relationships, from early concept to final execution.
Currently focused on working with artists, designers, and brands on identity and visual direction, while collaborating remotely with international studios and in-house design teams.
CONTACT
Available for remote projects worldwide. Open to collaborations with brands, studios, and creatives.
Email
Instagram
LinkedIn
Tumblr (Archive)
Selected work available upon request.
PRESS AND PUBLICATIONS
Featured in la tina (2023), Graphic Designers in Latin America book from Pupila, Costa Rica.
Featured in Idn Magazine (2015), New Designers, Hong Kong.
EXHIBITIONS AND TALKS
Dispararte (2024) in collaboration with Valentina Leoncini. Video installation. Magma Futura, Uruguay.
Forma Podcast x Superlocal Design Festival (2024). Roundtable on Latin American graphic design, moderated by Sebastián Gagin, with Cyla Costa, Alfredo Enciso, Gustavo Wojciechowski, and Berch Kotogian. MuMi, Montevideo, Uruguay.
CLIENTS
A selection of artists, designers, and independent brands I've collaborated with on identity and visual direction.
Ay not dead
Camila Ramon
Canal Mutuo
Casiopea
Comedia Nacional
Culto Cafe
Delfina Gue
Doma Collective
Fifi Almacen
Fundación Proa
GONE
Het HEM
La Rosa
Lost Fantasy
Margo
Office x Tohme
Oriental Films
Pastiche
Ponce Studio
Ries
Social Performer
Spirit of Sundaze Ensemble
Sofel
Superlocal
TATŪ
Universal
UJI
INDEPENDENT PRACTICE
Currently collaborating with international studios and design teams including U.N.N.A.M.E.D., 1stAveMachine, Butter Studio, NotReal, 4humans, NXTID, and Cresci’s.
IN-HOUSE EXPERIENCE
WeTransfer Creative Studio and WePresent (2023—2024) Brand Design Director. Amsterdam, the Netherlands.
R/GA (2020—2022) Brand Design Director, Brand Transformation team. New York, USA (remote).
Superestudio (2016—2019) Graphic Designer and Art Director. Buenos Aires, Argentina.
Regia Mag (2015—2017) Editorial Designer and Art Director. Buenos Aires, Argentina.
Mandarina C&D (2013—2014) Brand Designer. Buenos Aires, Argentina.
DHNN (2013—2014) Internship / Junior Brand Designer. Buenos Aires, Argentina.
Pantera (2011—2012) Graphic Designer and Art Assistant. Buenos Aires, Argentina.
FADU, Universidad de Buenos Aires (2018—2021) Graphic Design Professor, Morfologia 2, Longinotti. Buenos Aires, Argentina.