Marcella Echavarria is a brand strategist and creative director based in Madrid. She works with artisan communities, textile houses, boutique hotels and expedition travel companies to define what they stand for and shape how they are seen. Her work brings together brand strategy, creative direction and writing, with a particular understanding of businesses rooted in craft, culture and place.

She holds a BA from Brown University and a master’s in sustainable development from Universidad Jorge Tadeo Lozano.

Over twenty-five years, Marcella has helped clients identify what makes their work distinctive and express it through their identity, stories and experiences. She develops brand positioning and architecture, directs creative work and creates editorial content, connecting a business’s purpose with the way it presents itself to the world.

In 2005, she founded SURevolution in collaboration with Donna Karan, bringing handmade work into the world of high design. She established her own studio in 2010.

Marcella led the brand evolution of Delfín Amazon Cruises and Aracari and remains creative director for both. Her institutional clients include the European Union, the United Nations, UNESCO, USAID and the IFC, with craft programmes across Latin America, Asia and Africa.

In 2019, she founded NOIR Mud Silk, a textile studio dedicated to rare heritage textiles, with a particular focus on mud silk. She serves on the board of the International Folk Art Market and teaches Crafting Your Brand with Selvedge.