I build brands you can feel.

Brand Strategy. Marketing.
Brand Direction.

Joao-Hasselberg-for-Nuua.jpg
Joao-Hasselberg-for-TFB-+-AA---3rd-Round-75.jpg
Thyra Dragseth for tunes&wings 4O1A6781 copy.jpg
Joao-Hasselberg_TFB-+-AA---3rd-Round-1.jpg
Joao-Hasselberg-for-Nuuav1-46.jpg
Joao-Hasselberg-for-Amore-Al-Dente.jpg
Thyra Dragseth for tunes&wings 4O1A6948 copy.jpg
Sonni Holmstedt for Rei Bar_DSC09969.jpg
Joao-Hasselberg-The-Front-Bar-129.jpg
Ines Machado for Nuua Beach_nuuabeach270400183.jpg
Joao-Hasselberg-for-Nuua-v1-27.jpg
Thyra Dragseth for tunes&wings 4O1A6858 copy.jpg
Ines Machado for nuuabeach270400107.jpg
Joao-Hasselberg-The-Front-Bar-125.jpg
Thyra Dragseth for tunes&wings 4O1A6681 copy.jpg
Ines Machado for nuuabeach270400207.jpg
Joao-Hasselberg-The-Front-Bar-+-Amore-Aldente-5.jpg

ABOUT     

ME        

Helping travel, hospitality, entertainment, and lifestyle brands grow with clarity, creativity, and soul.

Hi, I’m Sabine — Brand & Marketing Strategist & Brand Director.

Bringing clarity, direction and emotion to brands that create experiences.

I help travel, hospitality, entertainment, and lifestyle brands craft identities that people remember — and love to share.

With over a decade of experience in brand strategy, marketing and brand direction, I support brands that live at the intersection of culture, community and experience: boutique hotels, beach clubs, bars, restaurants, electronic music brands, and lifestyle concepts.

My background bridges strategy and creativity: I help founders and teams translate their vision into brands that feel alive across every touchpoint — from story and identity to content, campaigns and brand experience.

Based in Lisbon, working with clients across Europe and globally.

Services

How we can work together

Brand Strategy & Positioning

For new concepts, rebrands, or destinations seeking clarity and emotional connection.

  • Define brand purpose, vision & values

  • Audience insights & emotional territories

  • Brand narrative & storytelling framework

  • Brand architecture & experience principles

Hospitality Brand Starter Package

For new restaurants, boutique hotels, beach clubs & entertainment venues. An all-in-one solution to build your brand and launch successfully.

  • Brand positioning & strategy

  • Brand voice & messaging

  • Customer persona development

  • Brand storytelling

  • Visual identity & brand assets

  • Content plan for social media + photography / video briefing

  • Marketingplan for the first year & launch plan

Brand Direction & Creative Consulting

For brands wanting to elevate their creative expression & experience.

  • Brand direction & visual storytelling

  • Content direction & editorial strategy

  • Experiential guidelines

  • Creative partnerships & art direction guidance

Marketing Strategy & Growth

For brands ready to grow visibility & build community.

  • Marketing strategy & campaign planning

  • Always-on content calendar &
    community building

  • Launch & activation campaigns

  • Collaboration & partnership strategy

Fractional Brand Director

Ongoing strategic & creative leadership.

  • Monthly Brand & Marketing Strategy

  • Brand Direction leadership

  • Content & campaign advisory

  • Founder & leadership sparring

  • Brand experience leadership

Strategic Advisory (Light)

Flexible strategic support for founders & leadership teams.

  • Monthly 1–2 strategy calls

  • Brand & marketing feedback

  • Creative direction input

  • Leadership sparring & external perspective

I collaborate with a trusted network of partners to bring in complementary expertise — from content creation and design to website development and beyond.

Portfolio

Selected Projects

Nuua Beach

Costa da Caparica

Brand & marketing strategy and brand direction. Built an unpretentious beach experience loved by locals & international guests.

Co-founder & brand director. Created a modern pasta takeaway brand with a lifestyle positioning.

tunes&wings

Online & Print

Founder, chief-in-editor, publisher & travel journalist.
Exclusive travel guides for electronic music lovers.

Brand & marketing strategy for an exclusive bar concept and hidden speak easy bar at Praça das Flores, Lisbon.

Brand, marketing & community strategy for a Bar & Izakaya in Kreuzberg

ONA SONORA

Ibiza & Portugal

REI Bar

Berlin

Co-Founder & Brand Director. Created a brand for exclusive travel experiences with focus on sound, nature and rituals.

Lifestyle, hospitality, real estate, music & creative brands brought to life through strategy, marketing, community & brand direction.

What Clients Say

  • Working with Sabine feels like slipping on a glove - everything just fits! We’ve had so much fun and alignment collaborating on projects like the Front Bar and Amore al Dente. Sabine brings real passion to building a brand, but what stands out even more is how deeply she cares about helping it grow and succeed. Working together, I’ve learned so much — especially the importance of always staying connected to a brand’s core values. She’s the best. Truly.

    Geo Jipa - Architect

  • Working with Sabine has been a truly enriching experience for Home & Co. She brought clarity, strategic focus, and creative vision to our brand development process at a critical phase of our growth.

    Enis Bayik - COO Home & Co.

  • Working on the T[rave]l Guides with Sabine was like going on a trip: full of ideas, surprises, and perfectly planned stops. She brought the brilliant concept, I added design and a few caffeine-fueled late nights. The result? A book that makes you want to pack your bags and party hard!

    Chris Jegl - Art & Creative Director

  • Sabine supported us in sharpening our brand positioning and building a strategic framework that reflected both our values and our long-term ambitions in the student housing sector. Her deep understanding of modern branding, combined with a pragmatic and structured approach, helped us elevate Home & Co into a clearly differentiated and emotionally engaging brand.

    Enis Bayik - COO Home & Co.

  • Beyond strategy, Sabine also played a vital role in establishing the foundation for our community building efforts—translating abstract brand values into tangible formats that resonate with our target audience and drive long-term engagement. Her collaboration style is hands-on, reliable, and always focused on creating real value. I would highly recommend working with her to any organization seeking to build a meaningful brand and authentic community.

    Enis Bayik - COO Home & Co.

Ready to bring your brand to life?

I’d love to support your brand in creating experiences that people feel, remember and share.