#TrueConnections Campaign
Client: Durex
Year: 2024
Freelance collaboration
My role: art direction, branding, and digital strategy

The challenge
Durex USA sought a new way to engage with Gen Z during their 2024 brand reposition. The brief called for a social-first campaign targeting 18-25 year-olds, encouraging emotional connections and meaningful engagement. The task was to create a social-first campaign.

The solution
Collaborating with a great team at an agency in South-Carolina (under NDA), I helped develop #TrueConnections with Durex. Drawing from insights into Gen Z’s values—authenticity, inclusivity, and emotional awareness— I proposed a campaign that emphasized real conversations about identity, relationships, and personal empowerment. Key elements included:

- Interactive Content Series: Q&A sessions, myth-busting videos, influencer collaborations, and engaging social media challenges.

- Educational and Relatable Messaging: Designed to resonate with Gen Z’s appetite for honest, inclusive, and visually engaging content.

- Expanded Campaign Elements: Virtual lounges with experts, newsletters, and eye-catching OOH
activations at college campuses.

Our art direction brought the concept to life with bold gradients and modern typography, symbolizing the fluidity, energy, and diversity of this generation.

*Although the campaign wasn’t selected, I’m proud of the creative approach and the thoughtful strategy we developed and presented.

#TrueConnections Campaign
Client: Durex
Year: 2024
Freelance collaboration
My role: art direction, branding, and digital strategy

The challenge
Durex USA sought a new way to engage with Gen Z during their 2024 brand reposition. The brief called for a social-first campaign targeting 18-25 year-olds, encouraging emotional connections and meaningful engagement. The task was to create a social-first campaign.

The solution
Collaborating with a great team at an agency in South-Carolina (under NDA), I helped develop #TrueConnections with Durex. Drawing from insights into Gen Z’s values—authenticity, inclusivity, and emotional awareness— I proposed a campaign that emphasized real conversations about identity, relationships, and personal empowerment. Key elements included:

- Interactive Content Series: Q&A sessions, myth-busting videos, influencer collaborations, and engaging social media challenges.

- Educational and Relatable Messaging: Designed to resonate with Gen Z’s appetite for honest, inclusive, and visually engaging content.

- Expanded Campaign Elements: Virtual lounges with experts, newsletters, and eye-catching OOH
activations at college campuses.

Our art direction brought the concept to life with bold gradients and modern typography, symbolizing the fluidity, energy, and diversity of this generation.

*Although the campaign wasn’t selected, I’m proud of the creative approach and the thoughtful strategy we developed and presented.

Client: Cocina mi vida
Year: 2019-2020
Freelance project 
Website: cocinamivida-nosara.com
My role: art direction and UI design of the app

The need
Adriana, chef and owner of Cocina Mi Vida, started by cooking intimate dinners at homes and evolved her passion into a cozy garden restaurant in Nosara, Costa Rica. She wanted a mobile app to share the treasured recipes that shaped her journey, offering her clients not just meals, but the personal tips and stories behind them.

The solution
To reflect the warmth of Adriana’s cooking, I designed an intuitive app that’s easy to navigate, using a minimalist black-and-white theme to let the vibrant food images shine. This design emphasizes accessibility, allowing users to quickly access recipes and make reservations, while focusing on the heart of the experience: Adriana’s unique culinary journey.

Client: Icaco Studio
Year: 2024
Freelance project 
Website: icacostudio.com
My role: art direction and web design

The need
Icaco Studio needed a logo and website to showcase its virtual production movie projects and gain recognition and visibility within the Latin American film industry.

The solution
The logo was inspired by the LED volume used in film sets, with inner circles symbolizing the development of an idea into something unique on screen. For the website, I designed a minimal landing page that clearly explains Icaco’s services and showcases its participation in movies & TV series. The goal was to provide essential information within 10 seconds. This new website helped the studio secure several new projects and significantly increase its visibility in the Latin American market.

Client: VINCI Immobilier Conseil
Year: 2022-2023
Made at: VINCI Immobilier's in-house agency
Website: vinci-immobilier-conseil.com
My role: Moodboard and UI design

The need
VINCI Immobilier Conseil, a consulting firm under VINCI Immobilier, needed a website redesign to improve its user experience, add missing information, and visually align with VINCI Immobilier’s main website.

The solution
The redesigned site created a professional and cohesive portfolio, using templates from the parent site to ensure consistency and harmony across the brand. Although the templates posed some limitations, they helped maintain brand coherence while solving the previous issues of usability and clarity. The new design now offers a more intuitive, client-friendly experience. The firm retained its original color scheme, ensuring the site remained distinct while still adhering to VINCI Immobilier’s web design principles.

Client: JC Portfolio
Year: 2020
Freelance project 
Website: juan-cuadra.com
My role: art direction, moodboard and web design

The need
Meet JC, a creative technology developer and producer who loves to push the boundaries of digital experiences.The main goal for this website design was to showcase his projects and to demonstrate his technical skills as a developper while also highlighting his ability to create engaging and memorable digital experiences.

The solution
Inspired by the vibrant and avant-garde aesthetics of the Memphis group, the website’s infused with an eclectic blend of bold colors, geometric patterns, and lots of micro animations. This resulted in an interactive and animated website that engages visitors from the moment they land on the page. Every aspect of the user experience was thought to provide a truly immersive journey and to showcase JC's coding expertise.

Client: ESKA
Year: 2019-2020
Made at: Desdoigts et Associés
Website: eska.com
My role: art direction and moodboard

The need
ESKA’s old website had three main issues: confusing navigation, difficulty communicating their services and products, and a missed opportunity to build client loyalty. Also, the presentation of their offerings wasn’t visually appealing to clients.

The solution
We developed a new photography art direction that highlighted ESKA's beautifully crafted and sustainable packaging. The revamped website greatly improved navigation, making it user-friendly and visually engaging, creating a seamless experience for clients. To create deeper connections, we added an inspiration/blog page, sharing collaborations and showcasing their expertise in a more approachable way.

Skills
Art Direction

ADG Laus Awards
Year: 2017
Made at: Crowd.digital
My role: motion design of layouts and design of OOH material

The need
Identity design for the ADG Laus Awards 2017 presentation night. An important celebration of graphic design and visual communication, that takes place in the Contemporary Art Museum of Barcelona. Since 1964, these awards, have remained a highlight of the year, recognizing and honoring outstanding contributions to the field.

The Freedom Maven
Year: 2024
Freelance project
My role: art direction, moodboard and gradient design

Gradient design for social media templates

VINCI Immobilier
Year: 2020-2023
Made at: VINCI Immobilier's in-house agency
My role: storyboard, moodboard and motion design

The need
Vinci Immobilier needed compelling, platform-specific video content to enhance their digital marketing efforts and internal communications. The challenge was to create visually engaging videos that adhered to very strict brand guidelines while appealing to both internal and external audiences.

Client: ALMA Aromatherapy
Year: 2020 - 2021
Freelance project
My role: art direction, moodboard and web design

The need
Alma Aromatherapy, a small business specializing in therapeutic essential oils, needed a website overhaul to replace a generic Shopify theme. The goal was to improve the user experience and reflect the brand’s essence, creating an inviting space for both shopping and learning.

The solution
The redesign focused on creating a soothing, harmonious UI that mirrored the brand’s natural and therapeutic qualities. I curated a soft color palette and elegant typography to enhance the brand’s identity, while the user-friendly layout allowed seamless navigation between shopping and educational content. This holistic design approach helped Alma better engage with its audience and reflect its values. The blog page served as a second access to the website and offered ALMA a unique way to connect with clients while also taking care of them.

Image generation
Year: 2024
My role: art direction with an image prompt

An exploration of color, composition, layout, abstractionism and image effects.

Astrophysics design, a personal journey
Year: 2021-2024
My role: art direction and graphic design

Exploring and illustrating concepts of quantum physics, orbital mechanics, and astrophysics. My way of learning through graphic design. My goal is to bridge the gap between art and science, inspiring a sense of wonder and curiosity in those who engage with my work, here ←

Client: Lazartigue
Year: 2018-2019
Made at: Desdoigts et Associés
My role: branding and packaging design

The need
To revamp and redesign the brand. Although under new ownership, the brand's commitment to its values and dedication to quality remained unchanged, and that needed to be shown with the new brand strategy and visual identity.

The solution
A transformation mixing minimalism with nature, that captured the vegan/botanical and sustainable essence of the Lazartigue while also reflecting its evolution. Every aspect was carefully considered to ensure a harmonious blend of innovation, nature, and beauty; but most importantly, to resonate with its ethically conscious clientele.

— All the effort invested in the rebranding of Lazartigue was recognized when the project got a prestigious gold position at the Grand Prix Stratégies du design 2020. 

Client: Gladia, audio transcription API startup.
Year: 2023-2024
Freelance project
My role: brand design of digital assets

My role as a brand designer was to enhance their already powerful visual identity. But how? By creating cohesive social media content, designing visually engaging blog assets, and working on presentation decks and newsletters. I ensured that the brand's aesthetics were consistently leveraged across digital platforms, maximizing its impact while staying true to its core identity.

Client: ESKA
Year: 2019
Made at: Desdoigts et Associés
My role: art direction and mooboard of video, moodboard and design of packaging and OOH assets

The need
Art direction and OOH design for salon materials, packaging, presentation videos, and others. The most important thing for ESKA is to show to its clients the quality of its materials (paper and carton) as well as all the possibilities and techniques of printing that they offer.

The solution
Inspired by the one and only, Ellsworth Kelly— we took an art direction in which oragnic forms would play an important role in showing clients all kinds of printing techniques (embossing, gloss, cut-out, etc). We wanted the materials and techniques to have a main focus so for the layout design we opted for something more minimal that would maintaining readability all while following the codes of the brand.

Client: Vitavalia
Year: 2024
Freelance project
My role: art direction, brand identity and packaging design

The need
Logo and brand identity for a premium all natural food supplement brand for seniors (55-70 year old). Vitavalia means vitality and life and this needed to be shown on the branding.

The solution
Since this is an all natural brand focusing on natural vitamins, plants, and minerals— I created a brand identity that reflected vitality and nature, using a green color palette and organic motifs to evoke freshness and rejuvenation.

The design is minimal and accessible, with clear typography to suit the target audience. The brand aims to bring nature closer to everyday life, restoring health and energy to its clients while maintaining an elegant, user-friendly aesthetic.

— The organic motifs were created with AI.