Who We Are
De Caché (pronounced De-ka-shay) is a creative lifestyle & design platform named after Dominican slang for an elegant, attractive, and hidden place — a reflection of the elevated, considered work we create and the stories we help uncover.
We specialize in building modern, socially relevant brands through design-led strategy, visual identity, and immersive creative execution. With roots in business strategy, an end-to-end perspective, and a strong focus on sustainability, we bring a grounded, global approach to every project — blending aesthetics with intention, and creativity with functionality.
From early-stage startups to scaling global brands, we work closely with clients to craft clear, scalable systems that connect. Whether we’re developing a brand identity, directing a campaign, or designing packaging and digital experiences, our focus is always on thoughtful solutions that last.
Our Team:
Valentina Baker is a NYC-based Creative Director + Marketing Strategist and brand builder with a degree in Strategic Design and Management from Parsons School of Design, and a global perspective — proudly half American, half Kiwi, and part Dominican. Having lived and worked across London, Bali, and Melbourne Australia, she brings a multicultural lens to every project, blending creativity with cross-cultural insight.
With a strong foundation in consumer behavior and design thinking, Valentina has led global campaigns, product launches, and digital initiatives across the fashion, beauty, health and lifestyle sectors. She’s built and scaled two creative agencies, worked with early-stage start-ups, and worked for legacy brands including Victoria’s Secret, and in product marketing & development for a billion-dollar textile company servicing clients like Under Armour and Target.
As the Co-founder & Creative Director of De Caché, a boutique creative collective & lifestyle platform, Valentina continues to blend unique, clever & elevated storytelling with strategic execution and beautiful design. With an eye for aesthetics and a passionate traveler, she thrives at the intersection of design, data, and global culture.
Expertise: Brand Strategy · Campaign Development · Global Marketing · Start-Up Growth · Creative Direction · Luxury Hospitality · Consumer Insight · Social Strategy · Agency Leadership · Ad Curation · Copywriting · Graphic Design · Social Media Content Curation · Sustainable Strategies · Fashion Industry
Valentina Baker, Co-founder & Creative Director
Isabelle Painter is a Munich-Based Marketing Strategist and brand consultant with six years of experience in the small business space, combining a background in business operations, compliance, and communications to deliver design strategies that are both creative and practical. With a Bachelor of Arts and Bachelor of Laws from the University of Canterbury New Zealand, she brings analytical thinking and a clear, solutions-focused approach to every project.
Her work is grounded in a commitment to sustainable branding—helping purpose-driven businesses build authentic, values-aligned identities that can scale. From early-stage ventures to growing teams, As the Co-founder & CEO of De Caché, she supports clients in turning big ideas into actionable strategies that work across teams, platforms, and regulations.
Expertise: Brand Strategy · Sustainable Branding · Business & Compliance Communications · Operational Strategy · Creative Implementation · Small Business Growth · Ethical Marketing · Copywriting · Content Strategy
Sebastian Lukas is Based in Auckland, New Zealand, Sebastian Painter is a multidisciplinary graphic designer and UX/UI specialist with 3+ years of experience crafting high-impact design solutions across digital and print. He leverages user-centered design principles to build scalable, visually refined, and functionally robust systems.
His technical toolkit includes Figma, Adobe Creative Suite (Photoshop, Illustrator, InDesign, XD), Sketch, and prototyping tools like Webflow and Principle. With a strong foundation in grid systems, typography, design tokens, and component-based UI libraries, Sebastian ensures consistent and efficient cross-platform design delivery.
His work spans brand identity, responsive UI/UX, packaging, and marketing collateral. He’s helped startups and growing brands develop cohesive visual languages and modular systems that enhance usability, accessibility (WCAG), and long-term design scalability.
Expertise:
Visual Communication · UX/UI Design · Brand Identity Design · Digital Prototyping · Wireframing · Design Systems · Typography & Layout · User Research · Interaction Design · Creative Direction · Responsive Web Design · Adobe CC · Figma · Design Thinking
Isabelle Painter, Co-founder & CEO
Sebastian Lukas, Designer