25 Years of Connections and Impact
Janice Torres, Founder
Founder & Strategist, The Brand Phoenix (est. 2014)
Leading a private creative brand strategy consulting practice rooted in cultural heritage, social impact, and narrative power.
You can retain my practice, The Brand Phoenix, collaborate with me under white-label services, or hire me as a freelancer. Over the course of my career, I’ve consulted for more than a dozen agencies, supporting entertainment, lifestyle, and cultural initiatives at the highest level.
Brooklyn, NY | Tampa, FL
Contact: janice@thebrandphoenix.com
A Reason to Rise
The Phoenix is a powerful symbol of rebirth, transformation, and resilience—a mythical bird that rises renewed from its own ashes. It represents not only endurance but also the beauty of becoming stronger and more radiant after every challenge.
My very first official client was HBO, which was an exciting affirmation that I was moving in the right direction.
Namesake of Our Baby Firebird
The namesake of my practice, The Brand Phoenix, was inspired by my daughter, Phoenix Mia, born in 2013. She is my greatest source of inspiration and the reason I chose to embody the Phoenix spirit in my work. After a decade of freelancing, I felt called to re-emerge as my own brand—rising with a new energy, a fresh vision, and a signature approach to serving clients.
Firebird Philosophy
The Brand Phoenix, we provide the creative embers that bold brands need to spark transformation. Our philosophy is rooted in the belief that it’s never too late to remix, remake, or redirect your energy to achieve your goals and drive your mission forward. Like the Firebird, every brand has the power to rise renewed, brighter, and stronger than before.
Proud Moments
History-Maker
Viral Land Protector
History-Preserver
🇺🇸Developed a publicity concept that was instrumental in supporting Dr. Opal Lee’s successful 2020 campaign to make Juneteenth a Federal Holiday.
History-Preserver
Viral Land Protector
History-Preserver
💃🏽Key creative development partner at the International Salsa Museum since 2021, shaping the vision for the nation’s first-ever state-of-the-art museum dedicated to Salsa and Latin music.
Viral Land Protector
Viral Land Protector
Viral Land Protector
🐚🪶Communications lead and planning committee member for Indigenous Peoples Day New York since 2019, amplifying the movement’s cultural significance and reach.
Pulse Detector
Pulse Detector
Viral Land Protector
🎬Elevated visibility for over a dozen of HBO’s Hispanic/Latine-focused films and documentaries from 2011 to 2018 through impactful, targeted campaigns.
Storyteller
Pulse Detector
Storyteller
I conceptualized museum-based tour for a documentary on early American rock history, intentionally replacing the traditional film festival circuit. I secured and produced screenings at the Grammy Museum, which led to additional engagements with Smithsonian Associates and the Museum of the City of New York—demonstrating a more impactful model for cultural storytelling through institutional partnership.
Learn more: https://www.heartandsoulthemovie.com
Disruptor
Pulse Detector
Storyteller
🥊Instrumental in the U.S. launch of DAZN in 2018, leading multicultural publicity efforts and recruiting top-tier talent across on-air, social media, marketing, and editorial platforms.
Voice ForThe People
Voice ForThe People
Voice ForThe People
I support community leaders through emergency press conferences—from housing fires to land protection—bringing media attention that centers impacted voices while transforming crisis spaces with comfort animals, mindful elements, thoughtful design, and partners when possible.
Image: Bronx Fire Jan. 2021
News Flash: She's More than a Publicist
Writing Samples
Creative Concepts & Events
Writing Samples
At The Brand Phoenix, Inc., we believe that effective communication is the key to building strong relationships with your stakeholders. Whether you need to communicate with the media, your customers, or your employees, we can help you craft the right message and deliver it in the most effective way possible.
Follow Social
Creative Concepts & Events
Writing Samples
We use our platforms mindfully, posting with purpose and intention. At the same time, we bring a proven track record of building engaging social strategies and content calendars for institutions, creators, and brands. Our strength lies in curating authentic community followings that elevate the mission, visibility, and impact of a brand, film, or community.
Creative Concepts & Events
Creative Concepts & Events
Creative Concepts & Events
Creative concepts that fuel momentum and move missions forward, spanning strategic petitions, experiential engagement, high-impact special events, and mission-aligned programming.
Award-WiNNER
Spotlights
MEDIA RELATIONS (External & Event-Centered)
Your PR Partner!
Narrative shaping for a creator-led platform spanning brand, product, partnerships, events, and featured artist estates.
Scope of Support
- External communications strategy and earned media management
- Narrative development for founder-led storytelling across art, music, and technology
- Press strategy for product launches, pop-ups, key partner announcements, and artist estate collaborations
- Company newsroom oversight (announcements, media assets, brand storytelling)
- Press release writing and distribution by outlet tier (culture, music, art, business, multicultural)
- Targeted media list building by market, beat, and influence
- Influencer and tastemaker identification aligned with cultural and brand values
- Market-specific media and VIP invitations
- Partner collaboration on messaging, assets, and approvals
- Event communications: pre-event media alerts, on-site press hosting, and post-event amplification
Outcome
A cohesive, high-impact external communications ecosystem that drives visibility, attendance, partnership interest, and long-term brand equity.
My press releases
HBO: Thalia
HBO special
International Peace Honors
International Peace Honors
Indigenous Leaders at SXSW
Our team of writers and designers will help you create high-quality content that engages your audience and drives traffic to your website.
HBO: Reik
National press release
Television
Healing Through the Home New Season
Lexus
HBO: Poet of Havana
HBO Press Release, 2 NYC screenings
Walker Kolm Entertainment
Walter Kolm Management News
HBO Short Film
Elaine Devalle Film on HBO
80s NostalgiaCon Trip
Fan Convention
Public Art
Big Apple Public Art by Enrique Cabrera
HBO: Yandel
NYC Screening Event and National Press Release
Press that sent clients over the moon over the years
Announcement: WE Formed a STRATEGIC PARTNERSHIP with WEAID
You're invited to our second home in D.C.
The Brand Phoenix was born a lunar cycle ago, in 2014—the Year of the Horse.
Over the past decade, we’ve galloped across the evolving terrain of multiculturalism, the social justice movement, public health advocacy, human rights, and environmental justice. Through it all, we’ve remained grounded in our values while collaborating with some of the most brilliant minds shaping this work.
Today, we’re excited to share that one of our longtime collaborators has become a partner—and we look forward to revealing more about that very soon.
The Brand Phoenix will always be. And now, a segment of our public relations expertise has been woven into the DNA of a new communications and impact house: WeAid Inc..
Founded by Mariaesmeralda Paguaga—a Nicaraguan-born, Canadian-raised force now based in Washington, D.C.—We Aid builds on a powerful legacy of campaigns with institutions such as the United Nations, Americans of the Arts, World Health Organization, United States Institute of Peace, and the Hispanic Heritage Awards.
Together, we’ve brought to life initiatives including the International Peace Honors and more. Now, we are proud to officially join forces—amplifying communications, attention, impact, and strategy for the clients we serve.
Our next chapter begins in the nation’s capital. Stay tuned.
We Aid
WeAid, Inc. offers a wide range of PR services including media relations, special events and content creation. Our goal is to help our clients build strong, lasting relationships with key stakeholders and achieve their business objectives.
Up Next !
34th Annual Giant National Capital BBQ Battle
Returns to the Nation’s Capital