groundwork club

We're here to make you feel pampered

Our mission is to help fearless founders like you set up a solid foundation and build a sustainable brand, business and life.

We want to equip you with the courage to do things your way. With agency know-how, minus the factory approach, we'll head up your brand strategy efforts with audacity and remix your self care approach with intention, so you can do the work you need, from the ground up. Exhale, take a seat and let's reset together.

Because we think building your business should feel like a trip to the spa — complete with cucumber water and an exhale that makes you feel like you can do everything.

Bonjour. Ciao. Hello. I'm your globe-trotting Brand Planner & Calm Coach

Hi, I’m Giules. French-Italian, Cancer Sun, Taurus Moon, Scorpio Rising, Projector, ex-coffee drinker, hummus obsessed, avid list-maker and allergic to bullshit. Currently based in Lisbon, I've got a few languages in my vocabulary, a few stamps on my passport (I've lived in France, Italy, the UK, the US, the Middle-East and now Portugal) and over a decade of ad-world experience. Over here, we’re all about doing it slow, taking time to center ourselves and creating from a place of calm and intention.

I am fiercely anti-hustle and I want to lead with honesty, transparency, kindness, humor, generosity and audacity so you feel empowered to do the same.



Combat hustle culture and copy-paste in a suffocating digital age. Because we need more authenticity and intentionality in our world, and this can only happen through meaningful connections and honest business.







train rides








Our founder

Personal journey

I’m the founder of the Groundwork Club, a creative studio helping brands stay grounded and feel calm through aligned strategy & intentional branding. Ex ad agency gal, I've spent a decade honing in my strategical and branding skills, through hundreds of big scale projects in huge corporations, crazy time-crunched deadlines, stressful presentations and a deep desire to discover and learn. Fun facts: I grew up recording fake interviews in my closet - Harry Potter style, I eat raw pasta like it’s walnuts, I sing to myself, badly too and I have an actual candle budget, Scandinavian style.

After a Bachelors in Applied Languages & International Relations, I spent a year abroad in London, where I studied Fashion Journalism.

Moved to L.A and worked for a fashion showroom for a year and built everything from the ground up: brand, website, social presence and messaging. The love story began.

 I then pursued a Master's Degree in Marketing & Digital Communication, and a Postgraduate in Fashion, Design & Luxury Management at the French Fashion Institute in Paris. During those years, I wrote articles for Le Monde, Grazia and Glamour. 

Hey, I'm Giulia, a French-Italian sunset lover with a passion for telling stories.





I cracked on and managed digital editorials, events, fashion shows and photoshoots, TVCs and full-fledged advertising campaigns in collaboration with international photographers, agencies and luxury fashion brands such as Fendi, Alice Temperley, Corneliani and Grazia Qatar.

I decided to move agency side and fast-tracked my career. I developed marketing and digital strategies for clients like the Mondrian Hotel before joining globally recognized agency network Wunderman Thompson, where I managed the National Museum of Qatar account, overseeing their much-acclaimed launch campaign. I handled a wide portfolio of lifestyle, fashion and retail clients for several years and coordinated all their marketing efforts, managing projects like the Doha Design District Virtual Launch. Then...

I moved back to my homeland of Italy, launched my own business, doing what I love and helping brands and businesses do the same... Cheers to that! 

Headed to the desert of Qatar, where I spearheaded a department store's marketing department and had the chance to hone in my branding and marketing skills on a regional scale.






what we stand for

Anti-hustle, but


Just because we want you to feel calm, doesn’t mean we aren’t wildly creative and willing to go the extra mile to make it happen.

Ex Ad Genius,
Small Biz Agility

We don’t believe in hustling hard or working tirelessly to keep up, but we also aren’t afraid to hit you with the honest truth. 

With 10+ years of experience and from brand strategy to visual identity, production and mentoring, we're here to pamper you all the way.




Our Brand Pillars

Let's do the groundwork

and get those spa vibes going...

 Ready to create a purposeful foundation for your business, your brand - and your life? With agency know-how and a heavy dose of audacity, we’ll help you strategize from a place of calm, and create from a place of alignment, developing your daring business into one that compels, and keeps you calm. 

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free call


With ad-world experience bringing alive some of the most well-known international lifestyle fashion, lifestyle, beauty and hospitality brands in the US, France, the U.K, Italy, the Middle-East and more, we’re here to head up your brand-building and calm-seeking efforts with honesty and audacity. 

Whether we’re consulting with you, crafting your brand strategy, your visual identity, heading up your content production planning or simply crafting a new life plan — we want you to feel relaxed knowing we’ll remix your approach with agency know-how and a heavy dose of fun and zen vibes. 

groundwork feels like

The first sip of a spicy tea wrapped under a blanket watching the last rays of the spring sun.

project case study


Brand Strategy, Visual Identity & Brand Asset Creation

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national museum of qatar

Marketing Strategy, Launch Campaign, Content Production & Social Media Content

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Brand Strategy, Visual Identity, Website Design & Launch Planning

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"Working with Giulia was an absolute joy!"

"Giulia is a very skilled strategic thinker and has exceptional creative abilities. Her all-encompassing marketing campaigns and strategies were well thought out, next level, and extremely impressive. She is reliable, resourceful, passionate, confident, and a great communicator. Overall, it was an amazing addition to our team and we thoroughly enjoyed working with her." 

shay, bucketlist bombshells founder & COO

"The best strategist, and the loveliest person!"

"If you're on the fence, let me just say this is the absolute best decision you can make. Giulia is a brilliant strategist, and such a pleasure to work with. I highly recommend her and Groundwork!"

FATIMA, match&style ceo

"Giulia's passion for her work and her dedication are exemplary."

"She is an exceptional strategist, has great skills and impressive knowledge of fashion, social media, advertising and PR. She will not rest until what she delivers is exactly what you need. I would recommend her in a heartbeat."

areej, salams marketing director



Calm, cool & collected

Do you want to craft a brand that feels good to you - and the world? Snag my freebie and get all my tips on how to create a brand identity that matches your creative vision and your brand's purpose. Ready?