We’re looking forward to introducing you to Lilian Santini. Check out our conversation below.
Lilian, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What is something outside of work that is bringing you joy lately?
I’ve been writing a fantasy novel called 🦊 Lu, and it’s been bringing me so much joy. After long work days, it feels amazing to escape into a world I’m creating from scratch. My main character is trying to hold onto kindness even when everything around her is falling apart—which feels really relevant right now.
It’s amazing how creating this other world actually makes me understand our world better.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Lilian Santini, a creative director, writer, and founder of The Copper Portico, a branding company that helps organizations and entrepreneurs build brands that actually feel like them. My story started in a small town in Brazil, and I came to the U.S. as an au pair with basically just a suitcase and big dreams. That whole experience of starting over taught me to approach everything with curiosity and to look for possibility even when the path forward isn’t clear.
What I love about my work is blending strategy with creativity to find the real story underneath. Whether I’m designing a visual identity for a museum or writing brand messaging for a wellness startup, I’m always looking for what makes each client uniquely them. I think great branding (just like great storytelling) happens when you make space for what’s genuine and meaningful, even when it’s a little messy or unconventional.
Amazing, so let’s take a moment to go back in time. What’s a moment that really shaped how you see the world?
Moving from a small town in Brazil to New York City in my early twenties was one of those moments that completely shifts your perspective. I came here as an au pair with no safety net, no family nearby, just me figuring it out as I went. Everything felt foreign at first, from the subway system to how people communicated.
What that experience taught me was how to trust myself when nothing feels certain. I had to learn to connect with people from completely different worlds than mine, and I realized that being genuinely curious about others opens doors you never expected. It showed me that you don’t need to have it all figured out to take a big leap: sometimes the best growth happens when you’re a little lost and have to figure out who you are all over again.
Was there ever a time you almost gave up?
Honestly, yes, more times than I can count. Even now in my forties, I still have those moments where everything feels impossible. Life really isn’t this neat, upward trajectory we’re told to expect.
In the early days, being so far from everyone I knew was brutal. Later came the challenges of building a business from scratch, then dealing with infertility. Each phase brought its own kind of difficult, and I’ve learned that there’s never a perfect moment when everything clicks into place and the path becomes obvious. You get to decide to take the next step, even when you can’t see where it leads.
What keeps me going is remembering that every single day, I get to choose my perspective. Some days that choice feels huge, other days it’s easier, but it’s always there. That’s really all any of us can do.
Sure, so let’s go deeper into your values and how you think. What’s a belief or project you’re committed to, no matter how long it takes?
One belief I can’t let go of is that gentleness isn’t weakness. It’s taken me years, and a lot of hard experiences, to really trust that. The world constantly pushes us to be tougher, to move faster, to armor up against everything.
Despite all that, I keep coming back to this stubborn idea that staying open, creative, and kind is what actually gets us through the hard stuff and helps us build something that lasts.
It doesn’t always look impressive from the outside, and honestly, it’s not always easy to stick with, but I’m committed to holding onto it anyway. That belief shapes how I move through everything: my work, my relationships, how I show up in the world, whether anyone notices or not.
Okay, so before we go, let’s tackle one more area. Are you doing what you were born to do—or what you were told to do?
For a long time, I was definitely doing what I thought I was supposed to do: following expectations, trying to make others proud, checking all the “right” boxes. When I moved here, that pressure got worse. I felt like I had to prove myself even more, show that I belonged, that I could succeed by everyone else’s standards.
It wasn’t until the last few years (especially when the pandemic hit) that I started really questioning all of that. Something about that time made me stop and ask: What do I actually want my life to look like? Who am I when I’m not trying to impress anyone? I’m still figuring it out, honestly, but I’m slowly shifting toward something that feels more aligned with who I actually am. It’s messy and ongoing, but I’m so much happier for it.
Contact Info:
- Website: https://liliansantini.com/
- Linkedin: https://www.linkedin.com/in/liliansantini/
- Youtube: https://www.youtube.com/@liliansantini
Image Credits
Photographer: Janel Kilnisan
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