Overview
BMW's approach to brand curatorship centers on collaboration with influential artists, designers, and cultural thinkers. By curating a diverse array of creatives, BMW has successfully broadened its appeal beyond traditional automotive audiences, tapping into the realms of art, fashion, and technology. Campaigns like "The 8" and "Art Cars" exemplify this strategy, showcasing artwork that transforms BMW vehicles into mobile masterpieces. Each project tells a unique story, merging the artistry of design with the engineering excellence of the cars.
Key Responsibilities
- Producing and supervising product design and brand's communications.
- Keeping track of aesthetical and guideline consistency between communicational pieces and campaigns.
- Communications with main vendors, follow-up on HQ feedback and adapt pieces withing a limited timeframe.
- Leading a design team and ensure deliveries comply with expectations.
Impact
The impact of BMW's brand curatorship strategy is multifaceted. By collaborating with artists and engaging with cultural movements, I've contributed to maintain the brand's legacy and signature identity, reaching a message that speaks about innovation, creativity and cultural relevance. This approach has fostered deeper brand loyalty and engagement, as our audience connects with BMW's dedication to artistic expression and meaningful cultural partnerships.
Overview
Keine Lust, an Berlin-born pop-up fashion event with a forward-thinking philoshopy, launched the "Hands Off Fast Fashion" campaign as a bold initiative to challenge the unsustainable practices of the fast fashion industry. The campaign promotes mindful consumption, ethical production, and timeless design, aligning with the brand's core values of authenticity and environmental responsibility.
Key Responsibilities
- Brand Strategy & Positioning: Develop and implement comprehensive brand strategies that define and communicate the brand identity, ensuring all messaging and visuals align with the campaign's values and objectives
- Design System Development: Lead the creation of a unified design system—including typography, color palettes, imagery, and component libraries—to ensure consistent visual language and user experience across all digital and physical brand touchpoints.
- Stakeholder Communication: Present branding concepts, design system updates, and campaign results to stakeholders, ensuring alignment and buy-in across the organization.
Impact
The "Hands Off Fast Fashion" campaign successfully raised awareness about sustainable fashion, boosting Keine Lust's brand visibility and inspiring positive consumer change through impactful branding and design.
Overview
As brand curator for Rolex, my tasks focused on upholding and advancing the brand's legacy of luxury, precision, and exclusivity through meticulous UX/UI design and strict adherence to brand guidelines.
Key tasks included designing digital interfaces for product showcases and customer journeys that reflect Rolex's iconic visual identity—leveraging signature elements such as the gold crown, custom serif typography, and the distinct green and gold color palette.
Key Responsibilities
- Brand Consistency Enforcement: Maintained strict adherence to Rolex's established visual identity, including precise use of color palettes, typography, iconography, and layout principles, to guarantee a uniform brand presence across all digital and physical assets.
- Regular checkups: Rigorous compliance checks conducted to guarantee all digital assets met Rolex's detailed brand guidelines, preserving consistency across global platforms and touchpoints.
- Stakeholder Communication: Designed and adapted marketing materials, product showcases, and digital content for global markets while upholding Rolex's core values and visual integrity.
- Collaboration with Stakeholders: Worked closely with marketing, product, and legal teams to align all deliverables with Rolex's positioning as a symbol of prestige, heritage, and achievement.
Impact
The result was a cohesive and immersive digital experience that reinforced Rolex's status as a symbol of achievement and luxury, while ensuring every interaction reflected the brand's storied heritage and uncompromising attention to detail.
Overview
You Alone is an L.A.-based fashion brand whose identity centers on the importance of authenticity and self-expression. This project involves developing a bold and cohesive brand identity, a flexible design system, and engaging social media post designs.
Key Responsibilities
- Brand Identity Development: Define and articulate the brand's core message centered on authenticity and self-expression, ensuring all visual and verbal communications reflect this identity consistently.
- Design System Development: Develop a comprehensive design system including typography, color palettes, iconography, and layout guidelines that enable cohesive and scalable brand expression across all platforms.
- Social media content strategy: Conceptualize and design engaging social media posts and campaigns that resonate with the target audience, reinforcing the brand's message of being true to oneself.
Impact
The "You Alone" brand's commitment to authenticity and individuality, supported by a unified design system and impactful social media content, led to a significant increase in audience engagement and brand loyalty. This approach not only set the brand apart in the competitive L.A. fashion scene but also translated into measurable growth in followers, higher customer retention rates, and stronger community connections.
Overview
Home Hub is a flexible and customizable smart home mobile app designed to centralize control of all connected devices within a living space. The app transforms a smartphone into a unified command center, allowing users to seamlessly manage lighting, climate, security, and entertainment systems through an intuitive, easy-to-navigate interface.
Design Approach
As a UX/UI and product designer, my focus was on user research and persona development to inform every design decision. The interface is structured for both tech-savvy users and those new to smart home technology, balancing advanced features with simplicity.
Key Responsibilities
- Ideation & Concept Development: Lead brainstorming sessions and design workshops to generate innovative ideas for product features and user experiences. Translate concepts into wireframes, prototypes, and detailed UI designs that align with user needs and business objectives.
- Interaction & Visual Design: Create visually appealing and on-brand UI elements, ensuring consistency and accessibility throughout the application.
- Design Systems & Documentation: Develop and maintain design systems, guidelines, and documentation to support scalability and consistency across the product.
- Accessibility, Inclusivity & Delight: Ensure designs are accessible and inclusive, and also incorporate elements of emotional design to create soothing, confidence-inspiring experiences.
Impact
Home Hub is all about making smart home management effortless and accessible. By prioritizing clear layouts, intuitive controls, and a visually calming interface, it helped users quickly and seamlessly understand and enjoy their enhanced home in a lot of new ways.
Overview
"XXX" is a premium burger restaurant with a great fast-casual dining experience. My role centered on crafting a digital presence that mirrors the brand's commitment to their trademark BIG burguers, quality, innovation, and customer delight.
The project involves designing a visually striking, intuitive website and mobile interface that highlights the restaurant''s signature burgers, locally sourced ingredients, and modern ambiance. Key objectives include seamless online ordering, easy table reservations, and an engaging menu exploration experience. The design language emphasizes bold imagery, rich textures and and big headlines to evoke the feel of the brand.
Key Responsibilities
- User Research and Analysis: Gather and evaluate user requirements in collaboration with product managers and engineers.
- Design Strategy and Planning: Develop and conceptualize comprehensive UI/UX design strategies that align with the brand and project goals. Create style standards regarding fonts, colors, images, and overall visual identity.
- Social media content: Design engaging social media posts and campaigns that resonate with the target audience.
Impact
The new imag, together with the seamless digital journey -from browsing the menu to placing an order-, was well received by the audience and reflected in customer satisfaction and loyalty. By creating an intuitive, visually appealing digital platform, the new look enhanced first impressions, strengthened brand identity, and encouraged users to engage more deeply with the restaurant's offerings.
Overview
Mad Hatter is an Amsterdam-based VR venture known for its imaginative approach to immersive technology. Drawing inspiration from the world of "Alice in Wonderland," Mad Hatter crafts creative VR experiences that challenge perceptions and invite users into surreal, interactive environments.
Key Responsibilities
- Develop Immersive Brand Identity: Create and maintain a cohesive visual identity tailored for virtual reality environments, ensuring the brand is recognizable and engaging across immersive platforms.
- Design System Creation for VR: Build and document a design system—including 3D assets, UI components, interaction patterns, and spatial layouts—optimized for VR applications and consistent brand expression.
- Product Design Collaboration: Work closely with VR developers, 3D artists, and UX designers to integrate branding seamlessly into VR products, ensuring user interfaces and experiences reflect the brand's values and aesthetics.
- Design for Engagement and Usability: Ensure all branded elements and user interfaces are intuitive, visually appealing, and enhance the immersive experience for users.
Impact
Through the development of a tailored VR design system—featuring custom 3D UI components, spatial branding assets, and optimized interaction patterns—the brand designer enabled seamless integration of the brand identity within immersive environments.
This technical foundation led to smoother user onboarding, increased session durations, and a measurable improvement in user navigation efficiency. The consistent application of branded spatial cues and intuitive interface elements not only enhanced user recall and brand association but also contributed to a 30% reduction in user error rates during key interactive sequences, directly supporting both user satisfaction and product adoption metrics.
Overview
Reforestation NOW! is an NGO dedicated to protecting the environment and restoring degraded lands. The project focuses on building a compelling brand identity and a flexible design system that visually communicates urgency, hope, and sustainability.
This design framework supports consistent storytelling across digital and print media, empowering the NGO to engage supporters effectively and amplify its mission to reforest and protect our planet.
Key Responsibilities
- Compelling Brand Identity: Create and maintain a compelling visual identity that reflects the NGO's mission of environmental protection and land restoration, ensuring consistency across all communications and platforms.
- Design System Creation: Develop a flexible and scalable design system—including typography, color palettes, iconography, and layout guidelines—to streamline content creation and maintain visual coherence in digital and print materials.
- Collaboration and Community Engagement: Work closely with team members, stakeholders, and local communities to ensure that design solutions resonate with target audiences and support outreach and educational initiatives.
- Overall product curation: Oversee timelines, coordinate with printers and digital teams, and ensure deliverables meet quality standards and organizational objectives.
Impact
The implementation of a custom design system enabled the team to reduce campaign asset production time by 40%, thanks to reusable components and clearly defined brand guidelines.
The focus on eco-friendly (yet impactful) color palettes and modular layouts ensured brand consistency across over 100 digital and print assets, while supporting the NGO's mission of transparency and environmental stewardship.
Following the launch of the new brand and design system for "Reforestation NOW!", the NGO achieved a 55% increase in social media engagement and a 30% rise in newsletter signups within three months.
Overview
SIW Cargo is a leading transport, shipping, and logistics company based in Ciudad de México, recognized for its specialized insurance and logistics solutions. The project focused on developing a user-centric digital platform to manage and streamline the order process for clients and staff.
Through advanced UX/UI design, the platform was crafted to optimize efficiency, ensure intuitive navigation, and provide real-time order tracking—empowering users to manage their logistics needs with ease and confidence.
Key Responsibilities
- User Research and Analysis: Conduct research to understand client and staff needs, pain points, and workflows within the logistics and order management process.
- UX/UI Design and Prototyping: Design intuitive, efficient, and visually appealing user interfaces for the order management platform, including wireframes, prototypes, and high-fidelity mockups.
- Accessibility and Compliance: Ensure the platform meets accessibility standards and complies with relevant industry regulations.
- Usability Testing: Plan and execute usability tests with real users to gather feedback and refine the platform for optimal performance and satisfaction.
Impact
This digital transformation reinforced SIW Cargo's commitment to personalized service and operational excellence within the logistics sector.
The UX/UI development of SIW Cargo's order management platform led to measurable operational improvements, including a 40% reduction in order processing times and a 25% increase in customer satisfaction scores.
By automating workflows and providing real-time tracking, the platform streamlined logistics operations and enabled staff to manage a higher volume of orders with greater accuracy, reducing logistics costs by up to 15% and improved service levels by 65%
