Magnific (formerly Freepik)

The first step was the front: making the name say what the company wanted to be. In 2026, Freepik stopped being Freepik. The rebrand to Magnific wasn't just a name change, it was a complete redefinition of what the company is, does and communicates, leaving behind the "free images" association to speak to both teams and professionals. An on-going project today, adapting every touchpoint, tone and message to the new brand personality.

I didn't lead the rebrand, but I was an active part of it: I wrote one of the launch pieces, adapted key communications like Magnific Originals and Freepik Business to the new identity, and wrote the announcement to our creative partners. Each piece has been a challenge, translating a new brand personality into concrete words, for different audiences.

If the brand was the face, Business was, alongside Enterprise, the product that made the focus on teams real. Freepik had traditionally been a B2C product, focused on designers and creatives as the main target. Business and Enterprise were the product with which we entered the territory of teams, agencies, startups and production companies that need a shared creative solution.

Changing the audience means changing everything else: tone, messaging, channels, and the way you build trust with someone who isn't buying just for themselves, but for their team. On this project, alongside my squad, I was involved from the brainstorming phase of the different campaigns (creative concepts, key visuals, key messages) to adapting those messages to every medium and funnel stage, from awareness to conversion. For me, it was the project where I learned the most about marketing and about building a B2B campaign from scratch.

And it worked: Business became one of the entry points for teams onto the platform and exceeded the expectations the company had set for its launch. It also opened the door, along the way, to the larger Enterprise accounts.

And Originals is the proof: if the world's best professionals create here, it's because it's a professional platform. An in-house studio that co-produces, alongside the best audiovisual creators of the moment, projects made entirely with Magnific. The first Originals was The Chronicles of Bone, Kavan the Kid's dark-fantasy universe, with millions of views.

The work that shines here is the creators' — as it should be. My job was to give the program words: I wrote all the copy around Originals, from the landing that explains what it is and who it's for, to the blog posts, emails and notifications we launched it with. The challenge: communicating something that didn't exist before, not at Magnific and barely in the industry, and making an audiovisual creator understand why they'd want to co-produce with an AI platform.

And underneath it all, the tools that hold up the promise. On a platform that integrates the best image, video and audio models on the market, there's something new to communicate almost every week. With my team, I've worked on the launch pieces for the suite's tools and features in posts, emails and campaigns that have to explain complex technology to professionals. And the most important part? Every one of these campaigns was made with our own tools. The best sales argument there is.