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.

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

Editorial + Curatorial Platform

Revue Collé

Collé is an editorial platform dedicated to contemporary collage, connecting artists and audiences through features, publishing, a growing archive, and cultural experiences. As the brand expanded, we evolved its existing identity into a more intentional system built to hold many artists, formats, and expressions without losing its character.

ROLE

Design Lead
Working in close partnership with the Founder, Creative Director & collé team, I led the evolution of Collé’s identity into a cohesive brand system, defining the visual principles, templates, assets, and guidelines that could support its growing editorial and cultural ecosystem.

01 / CHALLENGE

Find the structure inside an evolving brand.
Collé was already moving across artist features, social content, publishing, invitations, and physical events. The challenge was to create a recognizable foundation without flattening the individuality, texture, and continual recombination that make collage feel alive.

02 / EXPLORATION

Reconsidering the accent
We returned to an existing element of the identity: Collé’s accent. Originally extracted from the wordmark, its sharp form also recalled the precision of an X-acto knife.

Looking at collage as both a medium and a method expanded its role. Pieces are cut, torn, collected, layered, stored, reused, and given new meaning through context. The accent began to feel less like a graphic detail and more like evidence of the process behind Collé itself.

An X-acto knife: the precise cut behind the accent

Cut, torn, and collected materials of collage

Three early Collé compositions exploring the accent

03 / CHOSEN CREATIVE IDEA

The Fragment
We reframed the accent as The Fragment, a beginning rather than an endpoint.

Like collage itself, each fragment can carry its own image, texture, story, or intention. When fragments come together, they create new compositions and new meaning.

The idea gave the existing identity a clearer organizing logic: connection, not perfection.

The Fragment: a collage-filled accent framing an artist's work

Mario's hands assembling a physical collage

The Fragment recombining collage imagery for World Collage Day

PRINCIPLE 01

Structure makes room for difference.
Collé needs enough structure to remain recognizable without asking every artist or piece of content to behave the same way.

The Fragment establishes grids, containers, crops, and points of alignment, but compositions can shift, overlap, break the grid, or remain partially revealed.

The framework creates continuity while leaving space for individual expression.

Varied artist compositions unified by Collé's visual framework

PRINCIPLE 02

Repetition builds recognition.
The Fragment, lines, shapes, and recurring graphic marks appear throughout Collé as familiar pieces of a shared visual language.

Rather than repeating identically, each element can change through scale, crop, placement, and context. Repetition creates memory while recombination keeps every composition distinct.

Four event invitations recombining Collé's shared identity elements

PRINCIPLE 03

The identity grows through accumulation.
Collé is an evolving ecosystem. Each new artist, season, collaboration, or project adds another fragment to the system, allowing the brand to change naturally while retaining its core logic.

Growth becomes a continuation, not a redesign.

Collé's growing ecosystem of collage, artists, and shared experiences

04 / SYSTEM IN ACTION

Many voices. One visual language.
Across weekly artist features, social content, newsletters, publishing, invitations, and events, the same principles adapt to radically different material.

The framework creates structure. Repetition builds recognition. The Fragment connects it all, while the art, voice, scale, and composition are free to change.

Collé website: a weekly exploration of contemporary collage

05 / SCALE

An identity built to keep changing.
Collé behaves less like a fixed identity and more like an evolving archive. Every artist, issue, event, collaboration, and new format introduces another fragment into the system.

The framework stays recognizable while everything around it continues to change, accumulate, and recombine.

Collé totes, signage, and community gathering spaces

Collé's publications, events, and music in black and white

Photography and production Mario Zoots & Tyler Cash

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.