92watt
92WATT is the space where I share my latest projects, collaborations, and visual research. Here you’ll find how I connect strategy, narrative, and aesthetics to build coherent worlds for brands and artists.
Lucia Castellanos
Brand & Creative Strategist
based in COLOGNE, germany
Creative Direction, Branding, CRM: Klaviyo, Shopify
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Creative Direction, Branding, CRM: Klaviyo, Shopify 〰️
Brand & Content Activation Lead
I've spent over a decade working at the intersection of design, brand, and digital marketing. I started as a graphic designer, moved into art direction and audiovisual production, and today I lead projects where creativity and data go hand in hand. I specialize in shaping coherent brand identities and translating that vision into campaigns, content, and experiences that genuinely connect with people — and drive measurable results.
COMPUTER GENERATED CONTENT: From graphic design to AR 00
Graphic design and CGI represent the most experimental side of my work — where creativity isn't driven by a business brief, but by the need to build visual worlds from scratch. In design, I've developed identities and content for brands with strong cultural character: a music festival, a record label, and a concept store featuring emerging artists in Cologne. In CGI, I've explored 3D as a narrative language — from animated fashion collections to editorial pieces, artist covers, and Snapchat filters. Two different disciplines, one shared obsession: creating images that have something to say.
→ Cover Art: “I Feel Ok” single from She-Dog
Between Fashion & Art
is my most personal space — where fashion stops being an industry and becomes a language. Here I explore the body, desire, consumerism, and gender through projects that cross disciplines without asking for permission. A photography series inspired by Jodorowsky's archetypes. An intervention in front of Primark where typography inspired by laundry care labels became performance and a critique of fast fashion. An upcycling capsule made from discarded ski clothing. And a jewellery collection that tensions gender against specific parts of the body — award-winning and presented at Bijorhca Paris. Projects that don't seek to sell a brand, but to question one.
→ My Name is Isla