A sunlit table covered with flowers, paper, and a moodboard.

ABOUT ANA

I didn't always know what I wanted to become. I just kept following my curiosity.

And somehow, every path I explored brought me a little closer to the work I love doing today.

It started with creativity

Creativity was always part of my world. Growing up, I watched my mother explore one artistic hobby after another, eventually becoming a floral designer. And naturally, I wanted to try everything alongside her.

Over time, two things stayed with me: interior design and graphic design. I loved the idea of creating something that could change the way people experience a space, an object, or an idea.

But when it came time to choose what to study, I realized creativity alone wasn't enough to satisfy my curiosity.

A hand holding a pencil sketch of a figure.

A desk with a laptop, notebook, and coffee.

A study desk with notes and a diagram of the brain.

A group of people gathered together outdoors.

Then came the fascination with people

I started paying attention to the things that came naturally to me. Observing people's behavior. Wondering what was happening beneath the surface. Listening, understanding, and helping people feel seen.

I was fascinated by how the human mind works, and psychology felt like the obvious choice.

I went to university convinced I'd become a psychotherapist.

Life, however, had other plans.

An unexpected introduction to business

While studying psychology, I took a job creating content for a website. Before long, the owner noticed my ability to work with people and gave me a management role.

At 19, I found myself leading a team of 20 people.

And to my surprise, I loved it.

I discovered a fascination with performance, improvement, and the process of helping people and businesses grow. Suddenly, there was another piece of the puzzle I hadn't expected: entrepreneurship.

A handwritten note that reads as a statement of purpose.

Ana seated beside a basket of plants, holding a notebook.

Two people in a strategy session at a wooden table.

Finding the missing connection

At 21, I tried starting my own business. I had the ambition, but quickly discovered how much I still had to learn.

Around that time, I met the person who would become both my life partner and my business partner. Together, we went on to found three startups.

Building our first business taught me something important about myself. I loved entrepreneurship, but it wasn't the administrative side that excited me most.

It was the creative thinking. The people. The psychology behind consumer decisions. And especially the strategy of bringing all those elements together to create something people genuinely wanted.

That's when I discovered branding.

For the first time, my interests weren't competing for attention. They were working together.

I went on to complete a master's in brand strategy and design, and began building brands from the ground up.

And eventually, Souline

Today, what I love most about branding is the opportunity to understand the people behind the businesses.

Every founder brings something of their own into what they're building: their experiences, ambitions, perspectives, and sometimes even the doubts that make it difficult to move forward.

I love discovering those layers, asking the questions that bring clarity, and translating their vision into a brand that people can understand, connect with, and love.

That's the thinking behind Souline.

A place where psychology, strategy, and creativity come together to help meaningful ideas find their expression.

Ana seated in a burgundy chair, looking toward the camera.

Ana working at a laptop in a warm office.

THE MOMENT IT ALL MADE SENSE

I spent years trying to find the one thing I was meant to do. Turns out, it was never just one thing.

Work With Me