about me

I'm Ana Bender, a Brazilian living in Amsterdam. I work in the space between concept and the finished thing, where strategy meets execution, and ideas become reality.

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My background spans higher education, strategic design, branding, publishing, digital marketing and content creation. I've worked with digital agencies, platform experience teams, indie publishers, small local brands and global brands. Brand problems rarely stay in one discipline, and neither do I.

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During my Master of Arts at the London College of Communication, I learned something that has shaped everything since: content doesn't exist in isolation. People experience it through the lens of their culture, beliefs and expectations. Its role isn't simply to be distributed and consumed — its value now lives in the user's subjective experience, brand identity, and the presentation around it.

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That idea shows up in every project I take on, whether I'm rebuilding the information architecture for McLaren Racing's website, shaping the content strategy for Lipton Teas through its transition from Unilever, or building a digital tool for a UK NGO supporting care-experienced young people. The scale changes. The question underneath doesn't: what experience does this audience need, before the content itself can mean anything to them?

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I work alongside researchers, designers, developers and writers when a project calls for a team. I also work end-to-end, independently, from concept to the finished thing. Either way, I start with the story, positioningi and context, before touching a single platform or format.

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If your brand, product or service has outgrown its current shape, let's talk about what it needs next.