Branding & packaging

Brewery
Fray Beltrán

The challenge Fray Beltrán began as an Argentine craft brewery with something to say. The challenge was to build a brand identity that reflected that local spirit and the personality of a craft brewery — without losing the sophistication needed to compete in an increasingly demanding market. Everything, from naming to packaging, had to tell a coherent, characterful story.

The approach

Creative direction was structured around three pillars:

Identity & roots — the name Fray Beltrán evokes a historical figure with weight and tradition. The brand had to honor that origin with an aesthetic that blended classic and contemporary without falling into easy nostalgia.

Craft & character — in craft beer, every visual decision speaks to who you are. Typography, color and packaging composition were designed to convey care, process and real personality in every bottle.

System & scale — a brewery with multiple varieties needs a visual system that works as a family. The focus was a flexible brand language able to differentiate each style without fragmenting identity.

Outcome

Fray Beltrán’s identity became the visual foundation for the brand’s go-to-market. The packaging system presents each variety as part of a recognizable family, with consistency on shelf and digitally — while keeping the craft character that defines the brand at every touchpoint.

Insights

Naming as a visual asset. Fray Beltrán is not just a name — it’s a mental image. Working from that historical and cultural reference gave every design decision a clear conceptual anchor beyond short-term trends.

In craft, details are the message. In a category where consumers read the label before opening the bottle, every typographic and color choice says something. The gap between a memorable brand and a generic one often lies in the consistency of those micro-details.

Design for the family, not only the single SKU. Treating packaging as a system from the start — not product by product — was key so the full line reads as one identity with visual cohesion, no matter how many varieties follow.

Branding

Billionz

The challenge Billionz was an Argentine apparel brand rooted in trap and rap culture, but its visual identity didn’t fully reflect that world. The challenge was clear: rebrand to connect authentically with that scene — not by copying external references, but by building its own language that spoke directly to its audience.

The approach

Creative direction was structured around three pillars:

Culture & authenticity — trap and rap are not just music genres; they’re a way of seeing life. The new identity had to breathe that energy: bold typography, a raw palette and graphics that felt as legitimate on a tee as on a poster.

Rebranding with continuity — this wasn’t about erasing the old brand but evolving it. The goal was to keep recognition among the existing audience while opening the path to a stronger, more coherent presence.

Brand & art direction — beyond the identity system, the project included visual direction for comms pieces, posters and digital applications so the brand worked in every format where streetwear lives.

Outcome

Billionz launched with a refreshed, coherent identity with real personality. The new brand worked on garments and in digital comms alike — giving the company a visual presence that, for the first time, matched the culture it stands for.

Insights

Design from inside the culture, not outside. In streetwear, audiences instantly sense when a brand is posing. Cultural research mattered as much as graphic decisions — understanding the visual codes of the local trap scene was the foundation.

A rebrand isn’t a blank slate. Keeping the original brand DNA while modernizing identity was one of the hardest parts. Balance between evolution and continuity is what helps the audience embrace change instead of resisting it.

The brand lives on the street, not in the manual. Thinking each piece in real context — how graphics read on a tee, in an Instagram story, on a wall flyer — was key so the system worked beyond the deck.

Product Design

Booking.com

Context Booking.com hosts millions of accommodation options worldwide. But more choice doesn’t always mean a better experience — sometimes it means more confusion. This work started from a hypothesis: some users who intend to book still drop off along the way. The goal was to find where and why, then redesign those critical moments.

What we tackled

Three areas drove the design effort:

Filters that guide, not overwhelm — the original setup exposed too many variables at once. Filter hierarchy and progressive disclosure were redefined so controls surfaced at the right moment, reducing decision paralysis and shortening the path from search to booking.

Saved lists people actually return to — saving a property was easy; finding it again wasn’t. Information architecture was reworked to weave saves naturally into the search flow, turning a forgotten utility into an active re-entry point.

Native comparison by date and destination — users already compared stays outside the product: multiple tabs, notes, screenshots. A feature was designed to bring that behavior inside, with a unified view that keeps users in control without leaving the flow.

Impact

The redesign narrowed the gap between exploration and decision. A cleaner funnel, saves users actually come back to, and in-product comparison that removes the need to leave the platform — three interventions from different angles aimed at the same outcome: more completed bookings, less abandonment along the way.

Insights

The problem is rarely where it looks like it is. Low conversion was often read as a checkout issue. Mapping the full journey showed friction started much earlier, in exploration. Going out and finding the problem instead of assuming where it lives is the first move in strong product design.

Fewer visible options, more decisions made. Paradoxically, showing less at once helped users move faster. Cognitive load is a real cost — every unnecessary visible filter burns energy without moving the user closer to a booking.

Design for real behavior, not the ideal. Nobody opens a travel app with a blank mind and books in five minutes. People browse, save, return, compare and decide days later. A product that respects that rhythm converts better than one that only polishes the final step.

Information architecture is a business decision. Hard-to-find saves weren’t a minor UX quirk — they were lost revenue. Every improvement to navigation structure ties directly to retention and conversion. In product design, reorganizing information is as strategic as shipping a new feature.

Editorial design

Editorial Zitarrosa

The context Alfredo Zitarrosa was one of Latin America's most powerful popular voices — a Uruguayan singer and poet whose words carried the weight of a continent. This project is an editorial tribute: a book where every page is a design decision, and every design decision serves the message. Not a biography. Not a catalog. A visual experience built around his legacy.

The approach

The central idea was simple and uncompromising: typography is not a container for the message — it is the message.

Expressive typography — each spread was designed so that the way the text looks mirrors what the text says. Scale, weight, rhythm, white space and tension were all treated as expressive tools, not stylistic choices. The reader doesn't just read Zitarrosa's words — they feel them on the page before they process them.

Editorial pacing — the book was conceived as a sequence, not a collection of pages. The rhythm between dense and sparse layouts, between heavy and light moments, follows the emotional arc of the content — the same way a song builds, breathes and resolves.

Visual restraint — in a project this expressive, knowing when not to add is as important as knowing what to add. The design steps back when the words need space and pushes forward when they need force.

The result

A book that works as a piece of graphic design and as an act of cultural tribute. The editorial system created for this project demonstrates how typography, when treated as a primary design element rather than a supporting one, can carry emotional depth, rhythm and meaning without relying on illustration or photography.

Insights & learnings

Typography has a voice before it has a meaning. Before a reader processes the words on a page, they feel the energy of the layout. Size, weight and spacing communicate tone, urgency and emotion at a glance. This project was a deep exercise in using that pre-linguistic layer of typography as a design instrument.

Constraints are creative fuel. Working with text as the only visual element — no photography, no illustration — forced every decision to be deliberate and purposeful. The limitation became the concept.

Editorial design is rhythm made visible. Designing a book is not designing pages — it's designing time. How the reader moves through the content, where they slow down and where they accelerate, is as much a design decision as the choice of typeface. Zitarrosa's own music — built on milonga and folk rhythms — was a constant reference for the pacing of the layouts.

Personal projects reveal your real design voice. Without a client brief or business objective to anchor the decisions, every choice in this project came from a genuine point of view. That's what makes it one of the most honest pieces in this portfolio.

Branding, Packaging, UX UI

Koffeetalks

The challenge Koffeetalks was born with a clear mission: bring Central American coffee to a new audience, encouraging not only consumption but the whole culture around it. The challenge was to build a brand identity from scratch that could convey that origin and the authenticity of handmade craft.

The approach

Creative direction was structured around three pillars:

Origin & nature — connect visually with Central America through botanical elements, organic textures and a palette evoking earth, the plant and the coffee process.

Conversation & community — the name Koffeetalks implies gathering. The brand had to feel warm and inviting, like a space where people want to stay.

Authenticity — in a market full of generic brands, differentiation meant building something with its own character, history and real personality.

Outcome

The identity became the foundation for the client’s go-to-market. The resulting visual system is flexible enough to scale across formats — from physical packaging to digital presence — while staying coherent and recognizable at every touchpoint.

Insights

The name as a starting point. Koffeetalks already carried intent: conversation, encounter, ritual. Using that as the conceptual core helped ensure every visual decision had a reason beyond pure aesthetics.

Authenticity isn’t decorated — it’s built. In categories like coffee, where many brands only “look” artisanal, the difference is in the details — typographic choice, palette tone, how elements coexist. Nothing should feel forced.

A well-thought system early saves decisions later. Clear usage rules from the design phase gave the client autonomy to apply the brand without losing consistency, even without an in-house design team.

Illustration

Geometric illustrations

Vector illustration I’ve developed a distinct geometric vector style alongside my brand and product design work — a visual language built with clean lines, simple shapes and strong character, from corporate mascots to portraits with attitude, without losing coherence.

Some pieces came from real projects — a MuleSoft mascot, an illustration for a diversity campaign, a character that became the face of a design system. Others are personal exploration: exercises where the only brief was to see how far the style could go.

What ties them together is the same approach: build personality with the minimum necessary elements.

Branding

Salesforce Branding

Context MuleSoft is an enterprise integration platform in the Salesforce ecosystem — a technically complex product that needed a web and brand presence that matched its scale. The work ran from building the design system through leading visual direction for the brand, with a cross-cutting role uniting design, product, content and growth behind one direction.

The work

The project unfolded across several parallel tracks:

Web Design System — hands-on work on the MuleSoft Design System with copywriters, SEO, growth, UX researchers and developers to deliver a cohesive, scalable system aligned with business goals and user needs.

Branding & Visual Style Guide — leadership on MuleSoft’s visual identity, including a sophisticated style guide that unified look & feel across marketing touchpoints — from the website to campaign materials and events.

Motion & interaction — refinement of visual and motion principles to elevate the web experience, with intuitive interaction patterns that made the platform more accessible and memorable.

Product visual storytelling — translating complex technical ideas into clear visual narratives with product and marketing, showing how the platform works through graphics that simplify without dumbing down.

High-profile events & campaigns — visual support for initiatives such as Dreamforce and Connect:AI, including digital assets, marketing campaigns, collateral and web design for each launch.

Impact

The output was a more unified brand presence and a more polished web experience for one of Salesforce’s most strategic products. The design system aligned visual language across teams and cut friction in asset production; the style guide gave MuleSoft a consistent, recognizable identity across channels. Visual storytelling helped non-technical audiences understand a complex product.

Insights

A design system is a product in its own right. Building it with developers, SEO and growth — not designers alone — is what made it work. A system that ignores its users gets ignored. Co-creation isn’t slower; it’s what drives adoption.

Making complexity legible is strategic design. In an enterprise product like MuleSoft, the gap between what the product does and what people understand can cost conversions. Visual storytelling isn’t decoration — it’s communication architecture. Turning technical flows into clear graphic stories was among the highest-impact work.

Brand consistency comes from systems, not policing. At Salesforce scale you can’t review every asset. You can provide a style guide clear enough that teams ship good work on their own. That was the real goal of the visual style guide.

End-to-end design needs a shared vocabulary. Working with content, growth, product marketing, UX research and engineering means juggling several professional “dialects.” The key skill in cross-functional work isn’t only craft — it’s framing design decisions so every team can understand and back them.

Product Design

App Havanna

The challenge Havanna is one of Argentina’s best-loved brands, with decades of history and a loyal customer community. The challenge was to design a loyalty and rewards app worthy of that emotional bond — a digital experience as warm and personal as walking into one of their stores.

The approach

Product direction rested on three pillars:

Heritage & digital experience — translate Havanna’s visual and emotional identity to mobile without losing what makes the brand special. Every screen needed to feel like a natural extension of the Havanna world, not a generic points app.

Simplicity & reward — loyalty programs are often confusing and frustrating. The design goal was the opposite: a clear, fast experience that makes people feel valued at every step, from earning points to redeeming a treat.

Product & brand in sync — UI was built on the brand’s visual system so the app stays fully consistent with every other Havanna touchpoint.

Outcome

The app design carried the warmth of Havanna’s in-person experience into digital, reinforcing the emotional connection with the brand instead of only managing points. The interface is intuitive, visually aligned with the brand world, and designed so every store visit continues in the customer’s pocket.

Insights

Digital product is another touchpoint, not a separate channel. For brands with Havanna’s history, the app can’t live in a vacuum — it must speak the same emotional language as the store, packaging and comms. Coherence across those worlds builds real loyalty.

Frictionless flows are the best reward. In a rewards program, the experience of use is part of the benefit. If earning or redeeming points is confusing or slow, the promise of rewards loses value. Designing for clarity mattered as much as designing for aesthetics.

Brand design and product design are one conversation. This project showed how brand identity choices directly shape product design — and the reverse. Integrating both disciplines is what gave the outcome depth and coherence.

Design System

MuleSoft

The context MuleSoft had design elements scattered across multiple files — outdated components, inconsistent visual criteria, and a real gap between what design delivered and what development implemented. The result was predictable: every new project reinvented the wheel, teams lost time on decisions that should have already been resolved, and the website lacked the coherence an enterprise brand demands.

The work

The project was a collective build with clearly defined roles and an iterative process from the first component to the final documentation:

Components & tokens — development of a full library of reusable components in Figma: buttons, forms, cards, navigation, layouts, and more. Every component built on top of a design token system — color, typography, and spacing — that ensures consistency from the ground up and makes any future update scalable.

Interaction & motion — definition of interaction patterns and motion principles integrated into the system, making sure components not only looked right but behaved consistently across the entire web experience.

Developer collaboration — hands-on work alongside developers and web producers to test and refine each component before implementation. Handoff wasn't a final event — it was a continuous process of iterating, validating, and adjusting until design and code spoke the same language.

Documentation & guidelines — building robust documentation that goes beyond technical specs: usage criteria, variants, states, edge cases, and real application examples. A resource any team member can reference and apply independently.

The impact

The design system evolved from a set of fragmented files into the single source of truth for the entire MuleSoft website. Design, development, and web production teams gained a shared language that reduced day-to-day friction, accelerated the production of new pages and campaigns, and gave the site the visual and functional consistency that a brand within the Salesforce ecosystem demands.

Insights & learnings

A fragmented system costs more than it seems. Before the design system, the cost was hidden in repeated decisions, inconsistencies no one fixed, and handoffs that generated rework. Making that cost visible was the first step toward justifying the investment in building it properly.

Handoff isn't the end of the process — it's part of the design. Working directly with developers from the earliest iterations changed the quality of the outcome. Components built in isolation rarely survive their first encounter with code intact — the ones built collaboratively do.

Tokens are the backbone of the system. Defining the token layer correctly from the start — before designing a single component — was the decision with the greatest impact on scalability. Updating a global color or typeface went from a days-long task to a matter of minutes.

Documentation is design. A component without clear documentation is an incomplete component. Usage guidelines, states, variants, and edge cases are as much a part of the deliverable as the component itself — because they determine whether the system gets adopted or ignored.

Branding

Mercedes-Benz

Context Mercedes-Benz operates under globally defined brand guidelines — a rigorous system built to protect one of the world’s most recognized marques. Yet a gap always exists between global standards and local reality. This project produced the local brand manual for Argentina: a document that translated the Mercedes-Benz universe to the Argentine market without yielding an inch of core identity.

The work

The manual covered the full brand system with emphasis on local application:

Visual system — typography, color palette and grids applied to real formats and media in Argentina, in digital environments as well as print and out-of-home.

Photography & art direction — criteria for local production: framing, atmosphere, light treatment and relationship between product and context — a framework so local teams and agencies can produce content that still feels genuinely Mercedes-Benz.

Tone of voice & communication — adapting brand language to Rioplatense Spanish and Argentine cultural codes while keeping the sophistication and precision the brand shows globally.

Digital & print applications — right and wrong usage for the market’s most common touchpoints, from social assets to point-of-sale and OOH.

Impact

The manual became the visual and communications reference for every team and agency working with the brand in Argentina — not only setting rules but conveying the spirit of Mercedes-Benz: clear enough to apply with consistency, flexible enough to meet local needs.

Insights

Global is not universal. A brand can have flawless worldwide guidelines and still lose coherence in local execution. The gap between the global manual and local production is where identity erodes — and that’s where this project stepped in.

A brand manual is a decision-making tool. It is not only a catalog of visual rules — it must work equally for an art director, a marketing team and an external agency. Clarity and information hierarchy matter as much as the content itself.

To adapt is neither to copy nor to improvise. The hardest part was finding the exact point between fidelity to global standards and local relevance. Each adaptation needed a rationale — understanding why the brand does what it does globally to translate it intelligently, not mechanically.

Art direction is the brand in motion. Photo and art-direction criteria have the greatest day-to-day impact on how a luxury brand is perceived. Defining them precisely for the local context was one of the project’s most strategic moves — where identity becomes tangible for the end customer.