Paüla Noidat Design

As Head of Design at Stoller Europe, I led the design team and defined the visual direction of the brand across multiple markets. My responsibility went beyond delivery, focusing on setting a clear creative vision and making informed design decisions aligned with both business objectives and brand values.

I oversaw the development and evolution of the brand’s visual identity, establishing guidelines and design principles to ensure consistency and coherence across all brand touchpoints. This included product labels, catalogues, marketing materials, point-of-sale assets, roll-ups and corporate communications, all designed with real production, regulatory and distribution constraints in mind.

A core part of my role involved shaping a scalable brand system through strategic decisions around typography, colour, layout and visual hierarchy. The objective was to balance strong brand recognition with flexibility, supporting an expanding product portfolio across print and digital formats.

In addition to static assets, I supervised the creation of short-form video content and visual materials for social media and digital campaigns, ensuring alignment with the brand’s visual language and tone. My background in photography allowed me to lead and produce both field and product photography, maintaining visual quality and consistency across channels.

From a leadership perspective, I was responsible for supervising the work of the design team, providing direction, feedback and quality control across all deliverables. This included prioritising initiatives, validating design proposals and ensuring a consistent level of execution without compromising creative standards.

Close coordination with marketing and commercial teams was essential to the role, requiring continuous alignment between creative direction, campaign objectives and market needs. This experience reinforced my approach to branding as a strategic design discipline, grounded in systems thinking, cross-functional collaboration and long-term maintainability.

Brand leadership

Visual identity · Graphic design · Creative direction