The creative challenge for Barrel Hunter Club was to visually articulate the "Club" concept through the lens of contemporary luxury. This wasn't just a rebrand; it was about building a brand ecosystem that exudes exclusivity, expertise, and sophistication at every touchpoint.

Branding & Strategy — During the branding phase, we developed a robust brand architecture, selecting a color palette and typography designed to reinforce the sense of belonging to an elite circle. The resulting identity manual is more than a set of guidelines — it is a statement of intent. Here, design semiotics align with business strategy to project authority within the premium spirits sector.

Digital Experience — The website development followed a rigorous methodology: from information architecture and user flow definition to a UX-centered wireframing phase. The result is a high-performance digital environment built on a scalable component system, where the UI serves as a seamless extension of the brand's visual identity.

Teacuentros is a personal project I founded as a children's audiobook and storytelling platform, created by a team of artists producing original and educational stories designed to foster core values in kids. The platform offers proprietary tales, curated collections across genres — comedy, science fiction, fantasy, adventure — and an immersive listening experience designed for young audiences. As founder, I led the project from inception, ensuring that the proprietary content remained the heart of the platform's value proposition.

The challenge was designing a digital experience that would delight children while remaining intuitive for parents. The interface needed to feel playful and warm without sacrificing usability — handling story browsing, audio playback, personalization options, gift purchases, and user account management in a cohesive flow. As both founder and lead designer, I created the entire branding from scratch, which served as the foundation for the project's visual structure and the development of the web experience, ensuring both grew as a unified concept.

The design process covered full UX/UI — from information architecture to a bespoke typography system (Nexa in Light, Regular, and Heavy weights), a vibrant yellow-driven color palette, and a comprehensive UI component library. This included my personal creation of the custom character illustrations for each story and the website itself, resulting in responsive layouts optimized for both desktop and tablet that reflect the branding's original creative vision.

Ford Guest Experience is an internal initiative focused on elevating the customer journey at every dealership touchpoint. Developed in creative collaboration with a specialized agency partner, the program required a complete brand identity system that would live alongside the master Ford brand while establishing its own distinct visual voice. My involvement in the process ensured that the sub-brand remained flexible enough to span dealer training materials, digital presentations, and experiential collateral while maintaining strict alignment with Ford's global standards.

The challenge lay in building a visual framework capable of scaling across job aids and large-scale deployments. Working within the collaborative team, we focused on a system that respected the Pantone-specified color palette and the proprietary Ford Antenna typeface. The resulting identity balances the corporate heritage of the Ford Blue with a modern approach to the dealer-customer relationship.

Deliverables for this partnership included the co-branded lockup, a comprehensive brandbook, and the full palette (Ford Blue, Twilight, Grabber). The project also involved developing brand pillar moodboards and an extensive applications suite deployed across the dealer network, reflecting a unified effort to modernize the brand's touchpoints.

TakeTheLead was the flagship conference for Allergan Aesthetics, bringing together leadership and practitioners for a high-impact program of keynotes and workshops.

The visual identity was designed to feel aspirational and energetic—reflecting the event's tagline "aspire | align | ascend"—while staying seamlessly within the Allergan Aesthetics brand ecosystem. A vibrant gradient mesh system served as the visual foundation, paired with Noto Serif Display for elegant editorial headlines and Montserrat for clean, functional communication.

The creative focus was on a comprehensive brand deployment, ensuring the event's identity resonated across every touchpoint of the experience. This involved a strategic scale-up of the visual system into the event's physical and digital environment, from immersive high-format spatial graphics and main stage art direction to a cohesive suite of digital and physical assets. The result was a unified and premium atmosphere that maintained brand consistency throughout the entire multi-day program.

Constellation Brands needed a cohesive email marketing campaign system across three spirits brands: High West Distillery, Unshackled (by The Prisoner Wine Co.), and Tequila Mi CAMPO.

Campaign flows covered event follow-ups, survey invitations, thank-you acknowledgments, and $5 digital gift card redemption. The challenge was designing templates for three wildly different aesthetics while maintaining a unified UX.

High West got teal and copper. Unshackled received black-and-gold luxury. Mi CAMPO was designed with vibrant reds and turquoise reflecting its "Live Louder, Baby!" energy.

Visual identity creation for Novartis' flagship internal event, designed to bring together teams for a day of collaboration and strategic alignment under the rally cry "Own It."

The project centered on the development of a bold, energetic logo and visual system capable of standing on its own while co-existing with the Novartis corporate brand. A vibrant orange and amber palette, paired with dynamic diamond-shaped geometric patterns, served as the visual backbone — conveying momentum, confidence, and forward energy.

This core design system acted as the foundation for the entire project, spanning a precise typographic pairing (Changa for bold display headlines and Bahnschrift for clean body copy) and the creation of six alternative lockup variations to meet different format requirements. From this central identity, a comprehensive applications suite was deployed, including branded assets and digital templates, ensuring a unified and high-impact brand presence throughout every touchpoint of the conference.

"Our Time" served as the conceptual core for Astellas' 2024 National Business Meeting. The challenge was to create a visual identity that felt urgent, energetic, and forward-looking, perfectly encapsulated in the event's rally cry: Live it, Drive it, Own it. The goal was to transform a corporate gathering into an immersive brand experience that reinforced leadership and collective momentum through a high-impact graphic language.

The identity is built on a modular "digital pixel" system that conveys movement and evolution. By breaking down the grid into varying square patterns, the visual language achieves a sense of "data in motion." This geometric framework is anchored by a high-contrast palette — predominantly Astellas Red and black — complemented by secondary accents of blue, amber, and green to differentiate various program segments and workshop tracks while maintaining a cohesive brand ecosystem.

Papayuda is a food brand built around a simple proposition: a burst of flavor and fun in every bite. The project required a complete visual identity from scratch — one that would communicate a young, dynamic brand with the playful attitude suggested by its own name (papa + ayuda). The goal was to create a warm and approachable brand that stands out in a crowded market through a bold personality and a "flavor-packed" visual language.

The identity centers on a custom, vibrant bubble-lettered wordmark paired with a small potato icon, giving the brand a playful and tactile personality. A rich brown and amber color palette grounds the identity in warmth and earthiness, while energetic accent colors (green, orange, and teal) bring a "sassy" and vibrant edge. This branding system was designed to convey both the explosion of flavor and the brand's close-knit character, ensuring that every touchpoint invites interaction.

A geometric pattern system — built from circles, checkerboards, and the stacked logo mark — extends this bold visual structure across packaging, mobile app screens, social media, and embossed print applications. From the packaging design to the digital presence, every element reinforces Papayuda's generous character, making it clear that this is more than just a simple potato — it's a memorable culinary experience.

1664 Beer launched its Rosé variant with an immersive brand experience designed to embody "Drink Fashionably."

The spatial design comprised three experiences: a branded bar with bottle-lined shelving; a photo-op moment with an oversized 1664 Rosé bottle; and "La Rosé Room" — a full-scale French bistro-inspired exhibition wall with neon signage and café furniture.

Royal blue and blush pink ran through every element, creating a cohesive visual journey that balanced brand heritage with fashion-forward aesthetics.

Developed in collaboration with a partner agency for the Santa Coloma de Gramenet City Council, "POP" is a public awareness initiative designed to tackle urban waste management and promote social responsibility. The campaign focuses on the impact of individual actions on the city's collective environment, urging citizens to move away from negligence and adopt a committed, conscious approach to disposing of waste.

The visual strategy relies on a bold, high-contrast aesthetic that demands attention in the urban landscape. By using a vibrant color palette and minimalist graphic elements, the campaign transforms a serious civic issue into a modern and energetic dialogue. The identity was designed to be highly versatile, ensuring that the message remained impactful across various formats, from large-scale street banners to digital social media touchpoints, all while maintaining a consistent and professional tone that reflects the council's commitment to a cleaner city.