Between Two Worlds
In 2019, Emiliano Portino left behind a thriving creative career in Buenos Aires to settle in Charlotte, North Carolina. Together with his wife, he sought a better quality of life and long-term opportunity for their family.
But Charlotte didn’t quite know what to make of him. He had spent years shaping global advertising campaigns and directing original plays. His résumé, nonlinear and bold, raised eyebrows.
“I never had a resume. I was always known. I came here thinking, ‘I’ll just apply online, and things will flow.’ But the platforms blocked me for not having an American degree. And the culture looked at my short-term gigs and said, ‘Why are you jumping around?’”
A New Path, Rooted in Storytelling
Choosing to stay in Charlotte, Emiliano carved out a new direction—one rooted in what he knew best: storytelling.
“I couldn’t write plays in English like I could in Spanish. But I knew how to help organizations tell their stories with soul.”
He began offering narrative strategy services to nonprofits. The model clicked. His creative and strategic approach resonated with organizations seeking meaning behind their messaging.
But as the business grew, Emiliano ran into familiar barriers: no credit history, cash flow limitations, and the emotional weight of doing everything alone.
The Ascendus Effect
Through Prospera, Emiliano connected with Fabiana Estrada at Ascendus. By then, he was under intense financial pressure. He had taken on debt under his name and entered a financing plan that was limiting his ability to grow.
“I was already deep in it. The water was rising. Then I met Fabi, and she told me everything I needed to know but no one had told me before. That coaching changed everything.”
The loan did not come immediately. Instead, Emiliano spent six months cleaning up his credit, closing complex financing structures, and reorganizing his business foundation. He worked through each stage with Fabiana’s guidance.
“If they had given me the loan right when I asked, I would’ve spent it patching holes instead of building something strong. Those six months, and the conversations with Fabi, gave me a new mindset. I learned that knowing your craft is not the same as knowing how to run a business.”
Building with Strategy and Soul
Once approved, Emiliano used the loan to pay off debt, invest in courses, and integrate technology into his consulting practice. Today, his business—The Brand Building Shop—supports national foundations, helping them tell stories that inspire action. He has begun hiring, outsourcing technical work, and laying the groundwork for sustainable growth.
“I’m moving from just executing to building something scalable. I’m even hiring now very specific roles, people who can help me expand without me being involved in every detail. That wasn’t possible before.”
He describes Ascendus not just as a lender, but as a corner coach.
“Ascendus wasn’t just a lender. They were the ones who handed me water in the corner before the next round of the fight. That’s all I needed to go back out there.”
The Impact of His Journey
- Business Impact: Emiliano transitioned from creative survival to strategic expansion. He professionalized his business, added systems for scalability, and began generating sustainable revenue through long-term client relationships.
- Household Impact: Stability in his business created breathing room for his family. He now works from home in a way that allows him to be present and intentional—while building long-term financial security.
- Community Impact: Emiliano’s work elevates nonprofit voices and strengthens their missions. By guiding purpose-driven organizations to communicate with clarity and empathy, he multiplies their social impact—story by story.
