Felipe Aguilera
Brand and communication strategist.
Thinking out loud about culture, technology, and the craft of making things clear. Part notebook, part magazine, entirely mine.
Brand and communication strategist.
Thinking out loud about culture, technology, and the craft of making things clear. Part notebook, part magazine, entirely mine.
I write about where culture, technology, and brand meet, usually starting from something I can't stop thinking about, a film, a launch, a small shift in how we live, and following it until it says something useful. I'm less interested in hot takes than in figuring things out in the open. It's how I think, and the part of the week I enjoy most. New pieces land most Fridays.
Ryan Gosling turns a genuinely technical premise into something warm and funny, and the friendship at the center of the film is the reason it works.
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Flawed institutions are a real problem. But using them as an excuse to stop gathering is worse.
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A 1988 Studio Ghibli movie that refuses to romanticize war, and is more devastating for it.
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Communication Lab
EVO builds communication systems: brand identity, digital channels, and materials a business can operate on its own. If you have a project, a problem, or just a question about how your brand communicates, this is where we start.
90-minute session plus a written report. What's working, what isn't, and where to focus first.
Defined deliverable, fixed price, closed timeline. No scope creep, no open hours.
Dedicated hours and ongoing strategic support. For businesses that need continuity without hiring internally.
A small, living log of what I'm reading, watching, and listening to. It changes often, that's the point.
The Fellowship of the Ring · J.R.R. Tolkien The Practice · Seth Godin What Customers Crave · Nicholas J. Webb The War of Art · Steven Pressfield Sweet Bean Paste · Durian Sukegawa 
Dutton Ranch · Paramount+ 
Michael · film Terapia Alternativa · Disney+ Friends & Neighbors, S2 · Apple TV+ Widow's Bay · Apple TV+ 
The History of Rome · Mike Duncan, podcast 
The Let Them Theory · Mel Robbins Viento y Verdades · Brandon Sanderson Building a StoryBrand 2.0 · Donald Miller Slow Productivity · Cal Newport Updated often. Links go to where you can find each, or to my review when I've written one.
A print magazine I founded and edited at Zmart: covers, features, advertising, multiple editions across five years.
A decade leading the brand and customer experience: omnichannel, console launches, and a Great Place to Work culture.
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A brand and Shopify storefront, turning a functional shop into a coherent identity.
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I led marketing and customer experience at Zmart for a decade, and built and edited its magazine, Inzider, along the way. Before that, digital projects for Metro de Santiago, Sodimac, Tetra Pak, and Codelco. Today I work independently through EVO Communication Lab, taking on brand strategy, content, and digital work for clients across sectors. I'm in Santiago, bilingual, and built for remote work, and I write because it's how I think.