Maroma 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.
Dash2Go. Branding.
To deliver on DoorDash's promise to help merchants grow, we fully re-branded Chowbotics as a DoorDash product. Our goal was to simplify our brand architecture and tap into the DD brand equity to strengthen trust and recall for the consumer. We worked on the positioning and the name, we also delivered a premium industrial design, conducted user testing, and developed a full new user experience through UI improvements, training, videos, unboxing experience, sales enablement, website design, among other things. See Brand Guidelines . Sales Intro Deck.
Dash2Go. Ease of use for partners.
As we explored each partner's user experience we encountered several opportunities to build trust, mitigate deployment issues, and add a little magic to their first interactions with the robot. Historically, accounts with elevated operator engagement generate and sustain a higher performance. To help build that relationship, we wanted to set a strong foundation early in the process. By engaging with our partners at delivery, we set the tone for the product launch, exemplifying the product's high quality, removing barriers, and instilling trust. Our goal was to create a welcoming experience that delivered a unique connection with operators, culinary, and marketing teams.
Dash2Go. Consumer collaterals.
Our belief is that we must look at our product holistically. The experience begins the moment the consumer hears about or sees the machine, and it extends through the interactions with the robot. We partnered with our consumer research team and performed a series of focus groups where we gathered key insights around our new industrial design, UI/UX and marketing language. This helped us develop a series of campaigns to improve consumer adoption and engagement.
Chowbotics
Chowbotics is the creator of the world's first Fresh Food Robot, which makes healthy, custom meals accessible 24/7. The company was acquired by DoorDash, furthering our mission to deliver fresh food at any time, anywhere, and for everyone. I am working as Head of Marketing and Design. We established Chowbotics as a category-defining brand in food robotics; our team developed our GTM strategy, branding, UI/UX, demand generation, PR, design, and upcoming industrial design.
Chowbotics Promos
I work alongside some extraordinarily talented colleagues with the goal of disrupting the food and robotics industry to make fresh food accessible for everyone, anytime, anywhere. Here are a few examples of different campaigns we created to educate and entice consumers to try a new experience.The first campaign was built to introduce Chowbotics to consumers: At Chowbotics we're using advanced robotics to make real, nutritious food personalized at the touch of a button, literally.The future of fresh is here. This is, #FreshForAll
Chowbotics UX
Establishing a new category for a food-robotic company represents a unique challenge. For us, it's critical to understand in-depth our users and their interactions in all the touchpoints. We don't only trust our instincts; we test them through focus groups, surveys, and data. We are genuinely obsessed with delivering the best possible experience.
EAT Club Rebrand
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.
EAT Club
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...
EAT Club promos
We developed in-menu stories and events, creating meaningful interactions with our users by highlighting dishes and changes. More about EAT Club here
ModeWalk Brand
We create a positioning, visual identity system and brand story for a luxury fashion e-commerce startup ModeWalk.com, a curated marketplace for luxury fashion designers which was sold to a leading luxury e-tailer. At first, we allowed our users to discover the Parisian Haute Couturier Designers. Later we pivoted... Our goal was to redefine fashion retail and create a marketplace connecting stylists with brands and clients, offering the most pampered online experience to our luxury customers. See the campaign to introduce ModeWalk, here
ModeWalk V2
We created a stylists platform: We identify ourselves with the experiences that were more relevant to our users and their lifestyle. The final product redefined fashion retail and created a marketplace connecting stylists with brands and clients, offering the most pampered online experience to our customers. We developed tools where stylists could easily access each client's information including their preferences, sizes, etc., They could also select a wardrobe for their clients based on their feedback and keeping a close and trusted relationship.
Harper's Bazaar.
"Harper's Bazaar is a world-renowned arbiter of fashion and good taste. Since its inception in 1867 as America's first fashion magazine, Bazaar has been home to extraordinary talents…" As Art DIrector for the Mexican and Latin American editions, my role was pivotal in the creative process. I coordinated all graphic contributions (from photography to illustrations), created timelines with the editor, directed designers, worked on the magazine layout, and designed some of the magazine’s spreads and all its covers.
Smithsonian | F+V Festival
For this particular project, I worked closely with the Film and Video Center of the National Museum of the American Indian, NYC office, this video festival 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
Ana Williamson Architect
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.
Smithsonian, NYC. 2009
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
Chelsea Art Museum Website Redesign
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.
AIGA NY, Small Talks
The invitation design (for AIGA NYC) was inspired by the windows and doors you can open when thinking differently about design…
Gloria
A project developed for a film and advertising production house based in Mexico City. My goal was to play with the bold color palette using very simple navigation to highlight the wonderful locations, actors, and equipment that the production house offered.
Nomad Gardens
Developed the identity for NOMADgardens: Mission Bays' backyard. Their goal is to create mobile gardens where neighbors can feed their soul by growing their own food and meeting their neighbors.
Maroma 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.
Johnson & Johnson
I worked as art director at Radical Media for a Johnson & Johnson internal website. Our goal was to allow their employees to discover their history and feel proud of their wonderful stories…