I could define myself in thirty words: who I am, what I seek, what I offer
I could tell a story of personal growth.
Or spin a narrative about how unique and special brava mundana is.
But I won’t.
I don’t want to live like that. And (warning) I don’t work like that either.
In a world of neon lights, noise, speed, hollow grandeur, and more-more-more, where attention is just another currency—turning toward the mundane is a form of activism. And it’s the path I choose.
A patient activism, rooted in composure and conviction. The mundane becomes valuable, warm, necessary, useful. It gains clarity, and proves itself enough.
It becomes brave. It brings us back to the earth. Back to the person beside us. The mundane becomes extraordinary.
purpose
Social and environmental projects deserve communication as solid as their work. So let's get to work.
vision
I close my eyes. When I open them back I see brands that care about their direction and their action, but also their character. Built with intention and with heart. To stay. And to move.
mission
To build, alongside Third Sector teams, brand communication that is coherent, distinctive and genuinely useful.
brave
simplicity
inspiring
logic
creative
humility
empathetic
change
exciting
trust
poetic
functionality
patient
activism
serene
curiosity
WHO'S THERE?
I am Ana Picado.
And I’m also a few other things—one of them is 'brava mundana'.
I am a nonconformist. A blend of calm and drive. Socially conscious. And deeply, unapologetically, orderly.
Also a fan of having hobbies, and they’re often far from a screen. What else? Well, the sea speaks to me in ways I can’t explain. I’m Galician (from Coruña) though you’d barely notice from my accent—a bit of a pity, really. I love exploring processes, systems, ways of working. Order brings peace to me. I don’t hide from it.
I’m the crossroads of so many things I lose count (and sometimes find it again). I’m drawn to intersections—they’re beautiful. Borrowing tools from one place and using them somewhere else. I do that with everything in life. I think.
SOME NUMBERS:
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years of professional experience
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years in digital and branding agencies
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organizations I’ve grown with & in
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languages I'm fluent in
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years as an independent professional
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disciplines I always keep connected
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sectors I've worked across
I'M TALKING TO YOU
...and your brand.
I talk to the ones who reject superficiality and empty noise.
Who turn away from hurry, gimmicks, and neon lights.
To those who listen, observe, and care about understanding before explaining.
Who choose to spend their working days on something that makes us all think, build, and move forward.
That’s who I want to collaborate with.
→ People who use their time and skills for the common good, to care for the world, and to know themselves better—so we can love ourselves more.
→ Projects working to improve quality of life, to extend respect in every direction, to regenerate nature and care for the planet and everything living on it.
→ Brands that want to merge logic and creativity, shape their narratives with intention, grow from coherence, and have a presence that’s useful, magnetic, and worth joining.
Projects that don’t fit this… should probably skip it (just trying to save everyone some time).
GOOD PEOPLE AROUND ME
I grow through connections
I believe the honest approach is to recognise when a project requires a perspective beyond my own, or when it’s just not my moment to take it all in.
As much as I love learning, sometimes it’s more powerful to bring someone else in. I love sending that quick ‘hey, I’ve got something for you’ message to people like Diana, Maggie, Diego, Camila, Olga or Rut. And I’m always up for working with others who see life (and work) this way too.
I’m also part of La mar de gente, a collective of independent professionals helping organizations with a positive social impact.
And with a group of friends, we’re building something that blends culture, leisure, dissidence, reflection, and… well, recreation.
It’s actually called RECREO.
