The starting point for every project I create is a moodboard. For Ruido, the reference points were personal images from my life in Colombia. Most of the pictures on this moodboard are from the 13th commune (the art district) of Medellín. The stairs leading up to the commune had Colombian sayings on every step, which sparked the idea of the proverb as the center of ruido. 

here you can read the full report and infographic content. These pices were made by combining our focus group findings, with our survey results and previously collected secondary research.

USTA wanted to increase tennis participation among college students of color ages 18 to 24. The challenge was not awareness. Tennis as a sport is visible. The challenge was relevance. For many students in this demographic, tennis had never been positioned as something for them, culturally, financially, or socially.

The assignment was to design a package in two languages. I chose to design for the Swiss market because I spent a year living in Zurich and saw firsthand how Swiss consumers engage with food packaging. They read labels closely. They are skeptical of excess, whether that means too much sugar, too much visual noise, or too many claims on the front of a box. That cultural context shaped every decision in this project.

Every project needs a north star. Before sketching anything, I found an image that captured exactly how I wanted Outshine Infused to feel. Dark, rich, elevated. Something that belonged at a rooftop bar, not a grocery store freezer. I used this image as a reference throughout the project. If something felt too bright, too casual, or just not the right vibe, the anchor image caught it.

Here is a one-page summary of my experience. References can be provided upon request.

I chose to focus on the unrealistic beauty standards amplified by social media because it is something we all live with daily, and it has a measurable effect on self-perception, especially among young women. A poster about this topic had to feel honest. It could not be heavy-handed or forced, or it would lose the people it was trying to reach.

This project did not begin with a brief. It began with a place. I grew up visiting my family's coffee farm in Concordia, Colombia. The finca had been in our family for generations, and it shaped how I understood land, labor, and identity long before I understood branding. When I had the opportunity to build a brand from scratch, there was only one story I actually wanted to tell.