Gui Drusina

I know how hard it is to build a brand that actually looks like it means something, where the visuals, the strategy, and the story all pull in the same direction. I’ve spent over 15 years working across design, brand strategy, and digital media, learning what separates creative that looks good from creative that actually moves a business forward.

I’m the Creative Director at Black & White Zebra, a digital media company based in Vancouver. In this role, I set the creative vision across our publication and revenue platforms, build the systems that help teams produce at scale, and make sure every major creative decision connects back to audience growth, brand health, and revenue.

I’ve been at Black & White Zebra since 2017, working my way from Marketing Coordinator to Creative Lead before stepping into the Creative Director role in 2021. In that time, I’ve built brand architecture and identity systems from the ground up, led UX and multimedia initiatives across multiple content brands, and designed creative org structures that improved both output quality and production speed. Before that, I ran my own photography business in Brazil for five years, which gave me a strong foundation in craft, client work, and running a creative operation end-to-end.

I enjoy defining the creative north star and helping teams understand how creative decisions can move the business forward. The most rewarding part of my work is connecting brand, storytelling, UX, systems, and organizational design into a clear direction that teams can execute against.

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

My Areas of Expertise:

• Creative performance and business alignment
• Executive creative direction and brand leadership
• Creative operations and org design
• Brand architecture and scalable identity systems
• Editorial, multimedia, and audience experience

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.