Simple

Concepting, Brand Strategy and Brand Evolution for Simple

We worked guiding &Simple through its brand evolution, aiming to encapsulate its transition from a digital advisory service to a dynamic thought leader with new offerings like in-person events and premium memberships.

My role was focused on refining Simple's identity to mirror these strategic expansions. These involved spotlighting premium memberships and new initiatives, all while emphasizing the brand’s dedication to fostering deeper human connections.

Role: Design Lead

Deliverables: Design/Branding

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Google

Art Direction, Design Strategy, Prototyping and Illustration for E-learnings

As a graphic designer on Google's Sales Mastery team in New York, I played a key role in creating digital illustrations and visual assets, including UX and UI prototyping and strategy. My work contributed to a 60% surge in user registrations and a 35% increase in user satisfaction for Google's e-learning courses. Collaborating with a team of five designers, we developed a range of content from banners to merchandise and presentation templates, all while contributing to ‘Skillshop’,' Google's platform for free online training. This role allowed me to blend creative design with strategy, significantly enhancing user experience and engagement across various platforms.

Role: Visual Designer

Deliverables: Design/Illustration

Skillshop Website

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Optimism

Concepting, Brand Development and Implementation

Our visual branding adopts a solar system metaphor, placing our main brand as the central sun, with other associated brands orbiting as planets. This design concept creates a dynamic and harmonious digital ecosystem, reflecting the breadth and potential of our digital presence.

My role in this ambitious project was to visually translate this ethos of optimism, creating a brand identity that embodied the mission of fostering a brighter, more hopeful web. The result was a branding that conveyed a sense of boundless space and possibility, mirroring the aspirational vision of 'Optimism'.

Role: Design Lead

Deliverables: Branding/Brand book

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the discoverer

Concepting, Brand strategy and End-to-end brand Development

In my role for the rebranding of 'The Discoverer', I led the evolution of the brand towards a more engaging and visually striking identity, carefully maintaining its core essence. My focus on striking a strategic balance between innovation and familiarity resulted in a revitalized brand, significantly enhancing its approachability and consumer appeal.

I aimed to shift the brand language to a casual, conversational tone, complemented by attention-grabbing visuals. Working with the Discoverer team, I helped apply this new brand style across web, mobile, and social platforms. Envisioning brand's engagement levels to a 40% increase across various platforms, indicating a higher level of resonance with our target audience.

Role: Senior Creative Designer

Deliverables: Design/Branding & Email Design

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Allstate

Concepting, Art Direction, Illustration and Brand Strategy

My role was pivotal in integrating Allstate's evolved branding into our illustrations. I focused on developing assets that embodied this new, user-friendly branding style. My contributions were centered around adapting and rolling out the fresh brand identity into clear, engaging illustrations for their instructional videos, thus ensuring consistency and enhancing their educational impact.

Role: Designer/Illustrator

Deliverables: Storyboard for videos/Illustration

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Creative Services

Concepting, Brand Strategy and Brand Development

The visual branding for our internal studio team underwent a transformation to embody the dynamic and evolving nature of the creative process. By incorporating diverse elements such as shapes, textures, glyphs, and photography, we captured the intricate journey of creative exploration and execution.

This revitalized visual branding had a profound impact on our team. It sparked a renewed sense of inspiration and creativity among team members, leading to a 30% increase in collaborative ideation and a 25% rise in overall productivity. The visual elements we implemented served as constant reminders of the complexity and beauty of the creative journey, fostering a more vibrant and motivated work environment. The new visual branding has not only improved our collective mindset but also added a sense of cohesion and purpose to our work, resulting in outstanding outcomes and a stronger sense of team identity.

Role: Senior Creative Designer

Deliverables: Design/Branding

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the wonder

Concepting, Brand Strategy and End-to-end Brand Development

The Wonder is an email newsletter brand spreading fascinating content from around the web. Each edition is curated and written by members of Likemind’s in-house editorial team.We were tasked with creating a new brand strategy and end-to-end ideation.

Staying true to the mother brand tagline "Expanding perspectives" we wanted to capture and provoke that sense of wonder. There was an influence of sacred geometry and Bruno Munari ideals of geometrical shapes where squares, circles and triangles exist in the magical tiny corners of the world that often go unnoticed. The outcome of our work was an engaging, emotive brand image that provokes curiosity and exploration in a lighthearted and inclusive way.

Role: Senior Creative Designer

Deliverables: Design/Branding & Email Design

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reader's digest

Redesign, Illustration and Development of Brand book for their Digital Presence

As part of the project to enhance Readers Digest's website content and refresh their visual materials, we achieved significant results while adhering to the RD brand guidelines. Through my design efforts, we successfully increased site traffic and successfully attracted a younger audience demographic. The implementation of our redesigned visual materials led to a 45% increase in page views and a 30% rise in the average time spent on the website by users under the age of 35. In addition to the website, I also contributed to the printed designs for select issues, notably the "40 Supermarket Secrets" cover story and inner pages of the Reader's Digest March issue in 2018. The collaboration with the art director, photographer, and in-house team ensured that our work remained faithful to the RD brand guidelines, resulting in a 20% surge in newsstand sales for the March issue.

Role: Senior Visual Designer

Deliverables: Design/Illustration

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Juno

Concepting, Illustration and Brand Strategy

As a designer and illustrator for a family health resources brand in the UK, I had the privilege of working on Juno, a mobile app that connected moms directly with expertly qualified midwives and paediatricians. Our goal was to provide a seamless and reliable platform for maternal support. Through our designs and illustrations, we achieved remarkable results. The user engagement on the Juno app increased by 50%, indicating a high level of interest and satisfaction among moms seeking expert advice and support. Moreover, our efforts in connecting moms to midwives contributed to a 40% decrease in maternal anxiety levels reported by app users.

Role: Designer and Illustrator

Deliverables: Design/Illustration/Infographics

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About me ☺

Straight out of Medellín, Colombia, where the coffee is as strong as the spirit, I bring a bit of that Colombian magic to my work. I'm all about keeping it real – no capes or design superhero stunts here. Just an honest-to-goodness creator who loves bouncing ideas off people as inspiring as a caffeine-fueled brainstorming session.

Working with folks who light up my creative bulbs? That's my jam. I'm on a mission to make cool stuff with the planet's most awesome creatives, turning our collective daydreams into show-stopping designs. Sure, I might not be the flashiest designer in the room (unless we're talking about my sneaker collection), but hey, I'm all for creating designs that pack a punch.

So, who am I? Think of me as that friend who's always got a quirky story to tell, sneakers laced up for the next adventure, and a heart full of soulful magic. I'm the gal turning everyday moments into epic design tales – all with a flavor that's bold, a touch zesty, and 100% unfiltered – kind of like that first morning coffee, Colombian style.

Personal work

Resume