Tiyana Grulovic is an executive creative director, strategic brand leader, and storyteller based in Los Angeles

I believe brands grow when they tell a story worth remembering. My work sits at the intersection of brand strategy, storytelling, and creative direction, helping companies define who they are, what they stand for, and how that story comes to life across every customer touchpoint. From repositioning global beauty brands to building launch narratives and creative systems, I create work that is culturally connected, commercially effective, and designed to endure.
Get in touch

Hello hi hello

Hello hi hello

what i do

*

what i do *

Not to brag or anything — then again this site is all about me — but I’m pretty good at some things. Here is where I add the most value:

Work with me

CREATIVE leadership

Creative is most powerful when it solves a business problem. I lead the development of integrated campaigns, product launches, and brand experiences that are rooted in strategy, built around compelling narratives, and executed with exceptional craft and a consumer-obsessed mindset. From product concept to product launch, I ensure every touchpoint feels intentional, cohesive, and unmistakably distinct.

See projects

BRAND strategy + narrative

Brands aren’t built on a great product alone (although it certainly helps). Every memorable brand tells a story people want to be part of. I help companies define that story, build emotional relevance, then translate that into strategy and creative experiences that inspire connection + drive growth.

AI innovation

I believe AI should enhance creativity, not replace it. I design practical AI workflows that accelerate ideation, visualization, and production while preserving human taste, strategic thinking, and craft. I’ve introduced AI methodologies across global creative teams and continue to explore how emerging technology can unlock better ways of building brands.

building creative teams

The best creative work comes from inspired — and fun! — teams. I build collaborative environments where people are challenged, supported, and trusted to do their best work. I believe leadership is measured not only by the work we create, but by the people we develop and the careers we help shape.

Project HIGHLIGHTS + Capabilities

  • Collection of makeup products including powders and compacts from BECCA, Smashbox, and other brands, arranged on a white background.

    Brand Transformation

  • Two young women with red hair and light skin, posing close together against a plain gray background.

    Narrative Development

  • Silhouettes of various spray bottles on a flat surface, with a bright light background

    AI Visualization + Workflow

  • Close-up of a smiling woman with blond hair, glittery eye makeup, and white teeth, touching her cheek with her fingers.

    360 Creative Strategy

  • Young woman with black leather jacket and blue eye makeup taking a selfie against a white background.

    Campaign Concepting

  • A young woman with long blonde hair, wearing a black turtleneck sweater, sitting indoors with a serious expression.

    Go-to-Market Planning