We’re excited to introduce you to the always interesting and insightful Lilian Santini. We hope you’ll enjoy our conversation with Lilian below.
Lilian, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?
I didn’t wake up one day with a clear sense of purpose. There was no big “aha” moment, no perfect plan. Instead, it was a slow process that took years of trying, failing, learning, and listening to what actually made me feel alive.
Moving from Brazil to the U.S. was a big shift. In the beginning, my focus was simply on figuring things out. That meant years of adapting, building a career, and making a life here. I worked corporate jobs doing the things I was good at, but something always felt off. It felt like I was checking the right boxes but the spark was missing.
It wasn’t until I gave myself permission to explore, to create, to question, that things started to click. I realized my real passion wasn’t just about branding or strategy. It was about helping people see what’s possible for them. It was about bringing ideas to life in a way that felt honest, intentional, and creative.
Purpose, for me, is the feeling I get when I’m fully engaged in something I love. That could mean building a brand, writing, or guiding someone to a breakthrough. It’s not about forcing a perfect plan, but about following what excites me and trusting that it will lead me where I need to go.
If I’ve learned anything, it’s that purpose isn’t something you “find” once and for all. It’s something you uncover, little by little, by paying attention to what lights you up and having the courage to follow it.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
I do a lot of different things, but at the core, my work is about helping people bring their ideas to life in a way that feels right: clear, intentional, and creative.
I run The Copper Portico, a branding company that helps businesses tell their story visually and strategically. I work with mission-driven organizations, creative entrepreneurs, and boutique brands to build something that truly represents them, whether that’s through brand strategy, visual identity, or creative direction. It’s not just about making things look good; it’s about making sure their brand feels aligned inside and out.
Lately, I’ve also been stepping into more Fractional Creative Director roles, helping companies that need creative leadership but don’t necessarily need someone full-time. This has been an exciting shift, allowing me to bring clarity and direction to brands that are growing and evolving.
Outside of branding, I’m working on a poetry book that explores creativity, courage, and transformation. Writing has always been part of my life, and I’m excited to give it more space these days. I’m also writing my own songs and using AI tools to bring them to life. It’s been a fascinating way to explore sound, composition, and storytelling in a new medium. Both writing and music allow me to tap into creativity in different ways, and I love how they complement my work in branding and strategy.
What I love most about my work is that it’s always changing. I get to mix strategy and creativity, business and storytelling. And at the end of the day, whether I’m building brands, writing books, or guiding teams, it’s all about the same thing: helping people tell their story in a way that feels true to them.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
There are three things that made the biggest difference in my journey: curiosity, flexibility and trust.
Curiosity – I’ve always been drawn to learning, exploring, and figuring things out. Whether it was branding, strategy, or creative work, I never waited for permission. I just followed what interested me. Curiosity keeps things fresh. It allows you to grow, pivot, and find new paths you didn’t even know existed. My advice is to stay open. Ask questions. Try things. Don’t be afraid to explore, even if it doesn’t seem to “fit” at first. It all connects in the end.
Flexibility– Nothing in my career has been linear. Moving to a new country, shifting roles, evolving my business – there were a lot of moments where I had to figure things out as I went. Being flexible helped me navigate changes without feeling stuck. If you’re just starting out, know this: you don’t have to have it all figured out. Things will change, and that’s a good thing. The more adaptable you are, the more opportunities you’ll find.
Trust – This one took me the longest to learn. I used to second-guess everything, wondering if I was on the right path. Eventually I realized that my instincts were usually right. I started trusting my own process, my own timing. My advice is: trust yourself more. Your path won’t look like anyone else’s, and that’s okay. Keep moving forward, even when it feels uncertain.
At the end of the day, there’s no perfect roadmap. You just have to keep going, stay open, and trust that you’re heading in the right direction, even when it doesn’t feel like it yet.
How can folks who want to work with you connect?
Yes! I’m looking to collaborate with people and businesses who care about building something meaningful and want a creative partner to help bring their vision to life.
Right now, I’m especially focused on:
Branding and Strategy for businesses and organizations: If you need help making your brand clearer, more aligned, and more impactful, I can help. Whether you’re starting fresh or refining what you already have, I work with boutique brands, nonprofits, and creative businesses to make sure their branding truly reflects who they are.
Creative Leadership for Growing Businesses: If your business is evolving and you need high-level creative direction without hiring someone full-time, I can step in as a Fractional Chief Creative Officer. I help businesses sharpen their brand, improve their messaging, and create a more polished and professional presence.
Contact Info:
- Website: https://liliansantini.com/
- Linkedin: https://www.linkedin.com/in/liliansantini/
- Youtube: https://www.youtube.com/@liliansantini
- Other: The Copper Portico website: https://thecopperportico.com/
Spotify: https://open.spotify.com/artist/5Aoggj9QybR1t9ajvJn1ap?si=K0-GXGn6SGyRUmyc6GjKOw
Image Credits
Janel Kilnisan
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