EAT Club is a fast growing B2B food technology startup. For this rebrand, it was important to communicate its position as a data-driven logistics company that delivers personalized, handmade food which ultimately fosters company cultures through collaboration and uniquely celebrate the individuality that powers a team. Check the Brand Book on this link.
At Botrista, I had the privilege of building and leading an exceptionally talented team to drive innovation in the beverage industry. Radical honesty and collaboration were at the heart of our success. We consistently pushed beyond our comfort zones, bringing bold ideas to life. By fostering a culture of trust and openness, we delivered memorable work that was both creatively and strategically impactful.This page is a work in progress, showcasing some of our branding efforts where we positioned Botrista as a market leader, significantly enhancing engagement and driving substantial business growth. Together, we set a new benchmark for innovation and excellence across the industry.More on our B2B2C work here
At PlanetX, I collaborated with a powerhouse team of seasoned founders and executives to create a groundbreaking consumer sustainability signal. By analyzing 370 million data points, we delivered personalized discovery and recommendations based on users' core values, impacting 3 million products and brands. My contributions included brand strategy, visual direction, go-to-market strategy, website development, user journey design, market insights, and creating compelling decks and videos. Although the project lost financing before launch, the work we produced set a new standard for how consumers engage with sustainable choices. Here is a sneak peek of the work in progress visuals
To deliver on DoorDash’s promise to help merchants grow, we developed Dash to Go as a new brick-and-mortar experience that connects merchants with consumers wherever and whenever they want. We rebranded Chowbotics under the DoorDash umbrella, simplifying the brand architecture and leveraging DoorDash’s equity to enhance consumer trust and recognition. My team and I worked on the strategic positioning, a new name, premium industrial design, and a complete overhaul of the user experience. This involved UI improvements, user testing, training resources, engaging videos, an enhanced unboxing experience, and comprehensive sales enablement tools. See Ease of use for Operators . Brand Guidelines . Sales Intro Deck
Our holistic approach to the B2B2C experience for Dash to Go begins the moment a consumer first hears about or sees the robot and extends through their interactions with it. We partnered with our consumer research team to conduct hundreds of experiments, gathering critical insights on the new industrial design, UI/UX, and marketing language. These extensive experiments allowed us to refine our messaging and enhance the consumer experience and informed a series of targeted campaigns designed to improve consumer adoption and engagement, ensuring a seamless and compelling interaction from start to finish.
Chowbotics, the creator of the world’s first Fresh Food Robot, made healthy, custom meals accessible 24/7. The company was acquired by DoorDash, advancing its mission to deliver fresh food anytime, anywhere, and for everyone. As Head of Marketing and Design at Chowbotics, I played a key role in establishing the company as a category-defining brand in food robotics. My team and I spearheaded the rebranding, developed our go-to-market strategy, and led efforts in UI/UX, demand generation, PR, and creative. Our work garnered significant recognition, with Chowbotics being named one of The World’s Most Innovative Companies in Robotics by Fast Company and featured in leading publications such as the WSJ, NY Times, and CNBC.
In my role at Chowbotics, I worked with an exceptionally talented team to disrupt the food and robotics industry, aiming to make fresh food accessible anytime, anywhere. Our B2B2C efforts included impactful campaigns that shaped new consumer behaviors. One notable campaign introduced Chowbotics with the powerful tagline: “#FreshForAll” This campaign effectively communicated our mission of delivering personalized, nutritious food at the touch of a button, creating a significant impact and inviting consumers to embrace a new fresh food experience.
EAT Club is a fast growing B2B food technology startup. For this rebrand, it was important to communicate its position as a data-driven logistics company that delivers personalized, handmade food which ultimately fosters company cultures through collaboration and uniquely celebrate the individuality that powers a team. Check the Brand Book on this link.
Here is an overview of EAT Club's visual identity system which comprises our visual elements: from colors, illustrations, photography to implementation. On this project, I collaborated with a very talented team of copywriters, designers, illustrators, photographers, marketers, and others...
At EAT Club, I collaborated with talented designers and photographers to create engaging projects that highlighted chef-quality dishes, going beyond what’s typically expected from delivery services. Through carefully crafted in-menu stories and events, we brought these dishes to life, creating meaningful interactions that resonated with our users. More about EAT Club here
We crafted the positioning, visual identity, and brand story for ModeWalk.com, a luxury fashion e-commerce startup. As a curated marketplace for top-tier designers, our work helped shape its unique brand, ultimately leading to its successful acquisition by a leading luxury e-tailer.At first, we allowed our users to discover the Parisian Haute Couturier Designers. Later we pivoted building a platform that redefined fashion retail, connecting stylists, brands, and clients to deliver a personalized and pampered online experience... See the campaign to introduce ModeWalk, here
The campaign to introduce ModeWalk: A place where our customers discovered and experienced a universe that connected them directly with the artisan that creates the most exquisite fashion luxuries. Our first destination: Paris. ModeWalk Brand, here
"Harper's Bazaar has been a global authority in fashion and taste since its inception in 1867, showcasing extraordinary talent and setting the standard in the industry." As Art Director for the Mexican and Latin American editions, I played a crucial role in shaping the magazine's visual identity. I managed the entire creative process, from coordinating graphic contributions—spanning designers, photographers, and illustrators—to collaborating closely with the editor on timelines. I also directed the design team, crafted magazine layouts, and personally designed all covers and select spreads, ensuring each issue reflected the highest standards of style and elegance.
This project was developed by Maroma Design to showcase the talent of the AWA architectural firm. Our goal was to create a beautiful frame to highlight the architects' work and allow them to update their work with a simple CMS. One of the highlights of AWA architects is the talented, charismatic and warm personality of their team + their attention to detail. To accentuate these qualities, we enabled a quote section for each project where their clients can talk about their experiences with the firm. We also added another section where they could show their process, all done in a seamless and elegant way where the stunning visuals are always the center piece.
The four projects I created for the Smithsonian were an amazing experience. For this particular project, I worked closely with the Film and Video Center of the National Museum of the American Indian, NYC office, for their video festival that celebrates the creative energy of Native American directors, producers, writers, and many others who support their endeavors. I developed the brand identity and all the collateral materials for this festival including, brochures, invitations, signage, banners, posters, and others
On this very beautiful yet elaborate project, I worked closely with a talented art director, Roberto Bolaños, and a team of developers to create a very interactive website with a robust CMS behind it. The project only got to the design proposal phase, which included the website and a digital bookstore with e-commerce.
The invitation design (for AIGA NYC) was inspired by the windows and doors you can open when thinking differently about design…
I wanted to explore the possibilities of action script and experiment with beautiful textures to provide a very rich experience... this was the result of my previous portfolio a few years ago.
