WORK DONE
Showcase of some examples
Suarez jewellery
A fresh new take embracing the brand’s heritage
Developed a new expression for the family's passion in jewellery by defining
a new brand identity (logo, packaging, bags, cases, signage,
and in-store experience) and communication roadmap (web and social media)and campaigns. I created a new line, bringing in new ambassadors which aligned to the new vision of the brand.
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and in-store experience) and communication roadmap (web and social media)and campaigns. I created a new line, bringing in new ambassadors which aligned to the new vision of the brand.
Fashion and Lifestyle
Trend captions + culture captions
I’ve partnered
with a variety of fashion brands; Inditex (Uterqüe and Massimo Dutti) Revlon, Levi’s, Mango, and Custo for various global
projects.
At Uterqüe I led a team to define its brand expression, naming, visual, retail experience, marketing (defining the Uterqüe woman) and media strategy as well as launching its first global website and ecommerce.
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At Uterqüe I led a team to define its brand expression, naming, visual, retail experience, marketing (defining the Uterqüe woman) and media strategy as well as launching its first global website and ecommerce.
At Massimo Dutti I led a team to define the visual identity for women fragrances.
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For Levi’s, I adapted the global campaign to the spanish market. From connecting local insights for the market, to retail and other brand touchpoints.
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At Revlon I’ve led a global trend research project in London to find a communication lever to share globally with the different
touchpoints of the brand. We also developed several global communication pieces to convey that colour is
not only a colour but an attitude. For that we conducted a
study with different experts on color trends related to art and other themes. All this allowed me to lead and coordinate a global
campaign to promote the brand's make up line.![]()
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egic direction of Uterqüe’s launch campaign and website. Uterqüe is a new commercial format specialised in fashion accessories and mplements for women.
Audi
Transitioning to a universal seamless customer journey
The automotive
industry is currently in the midst of the greatest transformation in its
history. The mobility of the future is sustainable and networked; digitalization
makes it simpler, more personal, and smarter.
For two years from the agency side, I managed and led all brand, strategy and digital campaigns for the German car company Audi. Managing a team of 20+ members, our goal was to create a consistent, seamless, and emotional premium experience for all brand touchpoints. As a result, we improved its digital presence and the user’s online experience. We launched interactive tools that encouraged them to test drive and stay in touch with the brand in a meaningful way, as well as making aftersales more accessible and frictionless.
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The brand wanted to revamp its loyalty program and we used design thinking. For nine months we did research, interviews, best practise analysis in other industries and brainstoriming sessions with car sellers and clients. All this information led us to create a new concierge-based digital platform which would cater seamlessly the different needs of our users and not only related to driving but to the concept of mobility and beyond.
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For two years from the agency side, I managed and led all brand, strategy and digital campaigns for the German car company Audi. Managing a team of 20+ members, our goal was to create a consistent, seamless, and emotional premium experience for all brand touchpoints. As a result, we improved its digital presence and the user’s online experience. We launched interactive tools that encouraged them to test drive and stay in touch with the brand in a meaningful way, as well as making aftersales more accessible and frictionless.
The brand wanted to revamp its loyalty program and we used design thinking. For nine months we did research, interviews, best practise analysis in other industries and brainstoriming sessions with car sellers and clients. All this information led us to create a new concierge-based digital platform which would cater seamlessly the different needs of our users and not only related to driving but to the concept of mobility and beyond.
Deutsche Bank
Shifting to a global attitude
I joined Deutsche Bank Spain to create the content and branding department.
With the global team, we devised one of the first guidelines with a closer brand attitude and above all to escape from the code used in financial services.
It was urgent to take a step to redefine and reposition the brand around the purpose of its business. Instead of the bank just talking about what it does, it was time to explain why that matters for its customers and the wider world.
I worked together with the global brand team to create the first style guides, and making them more attractive as well as defining the brand’s personality to escape from the established category code.
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For the first time in Spain, a content campaign was launched under the concept of "the value of time". In this campaign, I wanted to convey using emotional branding, the importance of time and its value for people through architecture, dance and sport.
Deutsche Bank spoke about beauty from an emotional standpoint. We appeared in Vogue, GQ, architecture magazines and in publications related to finance. I ideated and executed the marketing plan to bridge the art world with our audience and core target.
The brand value increased in the Spanish market as well as the brand perception among HNW individuals.
the plan to bridge the art world with our audience and core target.ve p![]()
IdeateIdeate and execute the marketing plan to bridge the art world
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with our audience and core target.and execute the marketing plan to bridge the art world with our audience and core target.
For the first time in Spain, a content campaign was launched under the concept of "the value of time". In this campaign, I wanted to convey using emotional branding, the importance of time and its value for people through architecture, dance and sport.
Deutsche Bank spoke about beauty from an emotional standpoint. We appeared in Vogue, GQ, architecture magazines and in publications related to finance. I ideated and executed the marketing plan to bridge the art world with our audience and core target.
The brand value increased in the Spanish market as well as the brand perception among HNW individuals.
IdeateIdeate and execute the marketing plan to bridge the art world
with our audience and core target.and execute the marketing plan to bridge the art world with our audience and core target.