A brand that works
from the inside out.
I directed their creative output across three projects: a post-pandemic campaign that showcased the team effort and trust built during the hardest years, reaching clients in 14 countries; an internal innovation system that made 1,000+ employees proud of their own work; and a digital product that turned complex performance data into something every employee could understand.
Un Legado que
Tejemos Juntos
A post-pandemic campaign that turned the team effort and trust built during the hardest years into a brand narrative. It reconnected inactive clients and strengthened ties with active ones across 14 countries, generating a 5x return on investment.
InnovaciON
Lafayette
An internal communications system that made Lafayette's innovation culture visible. Infographics, motion graphics, and a landing page turning complex operational achievements into stories people actually wanted to share.
BVE Dashboard
Strategic Bonus System
A full UI/UX product replacing spreadsheets with a personalized web dashboard. Every employee could see their goals, track their results, compare with their team, and simulate their bonus in real time.
Working with Lafayette taught me what strategic art direction really means.
It's not about making things look good. It's about making the right things visible: a brand talking to clients in 14 countries, a team celebrating an innovation that saved 226 million pesos a year, or an employee finally understanding their own performance data.
Available for Art Direction, Brand Systems, and Creative Leadership roles in the Nordic market and globally.