Gui Drusina

Creative Director building scalable brand systems across media at scale

Most customer experience leaders I talk to are drowning in fragmented brand systems, inconsistent content, and creative teams that can’t scale fast enough to keep up with what the business actually needs. I’ve spent the last 17 years solving exactly that problem, working at the intersection of brand, storytelling, and organizational design.

I’m the Creative Director at Black & White Zebra, a digital media company based in Vancouver. In this role, I shape the creative vision across our publication and revenue platforms, helping the business grow audiences, strengthen brand trust, and unlock new monetization opportunities through scalable creative systems.

I’ve been with Black & White Zebra since 2017, moving from Marketing Coordinator to Digital Strategist to Creative Lead before stepping into the Creative Director role in 2021. Over that span, I’ve built brand architecture, identity systems, and multimedia standards from the ground up across multiple channels, including editorial, video, podcast, social, and membership. Before that, I ran my own photography and creative studio in Brazil for five years, where client outcomes depended entirely on my ability to translate a brief into a finished product on time and on budget.

I hold a Bachelor’s Degree in Graphic Design from Universidade Tecnológica Federal do Paraná and a Post Degree Diploma in Marketing Management from Langara College in Vancouver.

My Areas of Expertise:

  • Digital & User Experience
  • Brand Experience
  • Customer Journey Mapping
  • CX Leadership

More About Me:

Outside of work, I love reading, especially literary fiction. I also enjoy nonfiction about creative leadership, behavioral economics, strategy, and how people think, make decisions, and build meaningful work.

What’s in My Tech Stack:

  • Creative and design software: Adobe Creative Suite
  • Collaboration and whiteboarding software: Miro for creative systems, workflows, org planning, brand architecture, and strategic mapping.
  • AI tools: ChatGPT, Claude, and other AI tools for ideation, research synthesis, documentation, and production systems.
  • Analytics and performance tools: Google Analytics and related reporting tools to understand audience behavior, engagement, and performance.
  • Documentation and presentation tools: Google Docs, Google Slides, Slite, and presentation decks.
Gui Drusina