Tatiana Ayazo Velez — Brand & Creative Lead

Wellness Brand

Super Age

Super Age reframes aging as a period of growth, vitality, and possibility rather than decline. We developed an identity and visual system rooted in the relationship between human experience, nature, and time, then brought it to life across editorial, digital, campaigns, and experiences.

We envisioned a world where aging is celebrated as a journey of renewal and vitality. Through Super Age, we sought to reimagine the narrative around aging, drawing inspiration from Earth's timeless wisdom and resilience. We developed a brand identity and launched “The Mindset” publication to inspire and empower individuals on their journey through life's natural stages.

ROLE

Design lead
Working with the Creative Director, I served as Design Lead across the identity, typography, image direction, brand system, and rollout, shaping the system from exploration through application.

01 / CHALLENGE

Make aging feel expansive—not clinical, corrective, or nostalgic.
Super Age reframes later life as a period of agency, curiosity, and forward motion. The identity needed editorial authority, human warmth, and enough range to grow across products and experiences.

02 / EXPLORATION

We tested different attitudes before we defined the system.
Early directions moved between vitality, reinvention, editorial credibility, and the relationship between human experience and the natural world. Typography and mark-making became competing ways to frame the idea, not simply stylistic choices.

Initial Super Age type personalities — Initial type personalities

03 / CHOSEN CREATIVE IDEA

Own your future
The selected direction shifted the conversation from “anti-aging” to active authorship. Life is not a decline to correct; it is a continuing cycle of renewal, growth, and possibility.

PRINCIPLE 01

Progress has a rhythm.
The logo exploration resolved into a continuous, cyclical mark, expressing time, movement, and transformation rather than a static badge. Its repeating form reflects a larger idea at the heart of Super Age: life is always in motion.

PRINCIPLE 02

Human experience and nature stay in dialogue.
The image explorations established a repeatable tension: intimate bodies, faces, and gestures paired with ecosystems, textures, and elemental scale. The contrast gives the brand both human specificity and a sense of something larger.

Super Age photography and postcard system — Color and photography draw from four natural ecosystems: forests, peaks, deserts, and reefs.

PRINCIPLE 03

Restraint creates room for expression.
A disciplined foundation of bold typography, clear hierarchy, earth-led color, and close human imagery keeps the brand recognizable. Within that structure, scale, color, and composition can shift dramatically, giving editorial and campaign moments their own intensity without losing the identity.

Super Age social media system — Social Media

Super Age Games performance marketing ads — Performance Marketing Ads

Super Age Games event flags, shirt, and tote — Events Promo

05 / SCALE

From editorial brand to a living platform.
The system extends from editorial and digital into campaigns, experiences, and real-world participation, creating a brand world that can continue to evolve without losing its point of view.

Media + Technology Platform

Optimism

Optimism is a media and technology platform built around well-being. The identity needed to introduce a hopeful point of view while creating enough structure to connect different publications, products, and experiences as one expanding brand world.

ROLE

Design Lead
Working in close partnership with the Creative Director, I led the development of Optimism’s brand identity and design system, from early concept exploration through typography, image direction, applications, and rollout.

01 / CHALLENGE

Create coherence without erasing difference.
Optimism needed to feel like a recognizable parent brand while leaving room for different content, audiences, and properties to retain their own voice.

02 / EXPLORATION

We explored how optimism could feel expansive without becoming vague or naïve. Early concepts tested brighter digital expressions, different typographic personalities, and celestial relationships between the parent brand and the properties around it.

Initial Optimism type personalities — Initial type personalities

03 / CHOSEN CREATIVE IDEA

A North Star for well-being.
Optimism became the steady, bright center of an expanding system: a point of view that could guide different publications, products, and experiences without forcing them into one expression.

PRINCIPLE 01

A shared center creates coherence.
The parent identity acts as a North Star. Circular marks, orbiting relationships, and directional geometry establish a clear center while allowing the brands around it to occupy their own space.

Optimism logomark construction — Logomark Construction

Optimism postcard and digital-system applications

PRINCIPLE 02

Human experience meets a wider horizon.
People keep the brand grounded in lived experience, while light, landscape, and expansive imagery suggest possibility beyond the present moment. Together, they make well-being feel human and aspirational rather than clinical or prescriptive.

PRINCIPLE 03

One structure supports different voices.
A spacious typographic framework, recurring circular gestures, and a disciplined hierarchy connect varied content and properties without making every expression feel identical.

Optimism performance marketing advertisements — Performance Marketing Ads

05 / SCALE

From publishing platform to a lived brand world.
The identity expands across digital products, shared experiences, partnerships, and physical environments while preserving the same optimistic center.

Optimism environmental and event applications

Optimism presentation in a community setting

One center.
An expanding world of possibilities.

Simple — Simple solutions for complex times

Media & Knowledge Platform

Concept work for Simple via Pardon — proposed rebrand, not implemented.

Simple

Simple is the leading independent provider of knowledge, data, and access for the next generation of family offices — connecting them with experts and best-in-class suppliers across the ecosystem.

We developed a brand built on clarity: a refined ampersand-derived mark and a restructured wordmark, designed to bring simplicity and confidence to a famously complex world.

Role
Senior Designer

Deliverables
Concepting
Brand Development
Brand Strategy

Initial concepts for the brand

Initial type personalities

Ampersand study — refining the symbol at the heart of the mark

We studied a range of ampersand directions to see whether a new symbol could better fit the concept, but ultimately kept the existing mark for brand recognition — refining it into a more geometric, elevated version of itself.

Simple logomark construction and refinement

Brand vibe

Simple billboard application in Amsterdam

Illustration of a woman working from home, part of the Skillshop visual system

Technology Company

Google

Google Mastery was an e-learning platform designed to help sellers build product knowledge and professional skills. As the platform expanded to reach a broader, external audience, it evolved into Google Skillshop.

The transition called for a scalable design system that could support a global learning ecosystem while preserving the familiarity and flexibility of Google's existing illustration language.

skillshop.com

ROLE

Design lead
As part of the creative team, I helped translate the evolving identity into a flexible visual system across illustrations, educational graphics, and digital experiences. My work focused on establishing consistent visual behaviors that could scale across hundreds of learning experiences while maintaining clarity, accessibility, and a distinctly Google feel.

DELIVERABLES

Concepting
Illustration
Design System
Brand Rollout

The Foundations The Google brand foundations are meant to help create content, imagery, or subrands that are Google-y and fall in line with the overarching Google brand. These were our North Star for this project and helped us navigate the making of a more specific set of guidelines that would be crafted particularly for Mastery.

New Mastery Brand Style Guide Built on Google's established brand foundations, the new Mastery visual identity was developed through extensive exploration and refinement to create a brand that felt approachable, purposeful, and scalable. The following principles became the foundation of the new visual system and guided every illustration, layout, and learning experience.

Mastery Creative Foundations: Fresh, Uplifting, Purposeful, Empowering

Build from White

Color should create focus, maintain readability, balance the composition, and provide subtle depth without dominating the illustration.

Use Color Effectively

Color should create focus, maintain readability, balance the composition, and provide subtle depth without dominating the illustration.

Using color to create focus, shown through a bookshelf and audio equipment illustration with a colorful highlighted section

Design for Everyone

The visual language is designed for a global audience by eliminating text, currency symbols, and culturally or linguistically specific imagery, allowing illustrations to remain universally accessible.

Design Low to High Fidelity

A tiered fidelity system scales illustration detail based on size and context, ensuring visuals remain purposeful, balanced, and reserved for moments of delight.

Fidelity tiers from icon to spot illustration, scene, and hero image

Design for Scale

Illustrations adapt to different sizes by simplifying nonessential details while preserving clarity and the core message.

Illustrations of colleagues reviewing analytics dashboards, shown at different scales

Characters

A diverse cast of characters reflects Google's global audience, creating an inclusive and approachable learning experience. Characters are used intentionally to support storytelling and reinforce key concepts, while simpler elements, such as hands, provide a subtle human presence without adding unnecessary visual complexity.

Google Mastery Team illustration — figure walking beside a wave of foliage

Tangerine Dreams exhibition installation — orange wall graphic with gallery visitors

Exhibition Brand Identity

Client work via Pardon.

Tangerine Dreams

Tangerine Dreams is a group exhibition celebrating the collaborative relationship between artist Mario Zoots and collector Nicholas Pardon. Known for his distinctive collage work primarily on paper, Zoots expands his practice here as a lens-based artist working with cultural fragments that honor and update conventional collage methods.

The identity carries that spirit through the show — a bold tangerine field paired with a vintage-inflected display serif, rolled out across signage, environmental graphics, invitations, and merchandise. Presented by Pardon.

Role
Senior Designer

Deliverables
Concepting
Environmental Graphics
Collateral & Merch
Brand Roll out

Initial concepts

Tangerine Dreams applications — event signage, postcards, and merchandise

Tangerine Dreams event invitation postcard mockup

Tangerine Dreams environmental wall graphics — cut orange shapes — Mario Zoots pieces

Tangerine Dreams gallery signage detail — Manifestation of the concept

Other Projects

This is a compilation of works that hasn't seen the light of day — personal projects, explorations, and freelance pieces I've worked on. Hopefully, this gives a glimpse into different types of projects, creative directions, and ideas I've explored simply for fun.

Allstate Illustration

Concepting, illustration, and brand implementation for Allstate's instructional insurance video series.

Reader's Digest

Editorial illustration for Reader's Digest's "Supermarket Secrets" feature.

Creative Services

Visual identity refresh for an internal creative studio — shapes, textures, and photography that lifted collaborative ideation 30% and productivity 25%.

Retrospect

Poster design for a New Projects group show.

Fuego Con

Visual identity for an internal creativity conference, built around fire as a metaphor for the spark of a new idea.

Juno

Brand illustration and UI for Juno, a maternal health app connecting moms with midwives — a 50% lift in engagement and a 40% drop in reported anxiety.

New Projects

Brand identity for New Projects, a creative collective and event platform.

The Future of Collage

Branding concept for a possible collage arts publication.

The Wonder

Concepting and brand strategy for Likemind's email newsletter — sacred geometry meets Bruno Munari, built to spark curiosity.

Psychotropical Roots

A psychotropical collage exploring identity and heritage.

Collage Inc

Typographic brand exploration for a collage studio.

Grand Food

Illustrated artwork inspired by grandmother's cookbook traditions.