Design Journal | PORTFOLIO
Visionary leader with a proven track record of crafting transformative strategies that drive brand growth and cultural impact. I specialize in culturally rich, values-driven storytelling, aligning narratives with brand purpose to foster authentic connections. With expertise across digital, print, social, broadcast, and AI-driven platforms—including audience personalization (e.g., tailoring content for specific demographics), data-driven insights for strategy development, and automation to streamline processes—I deliver high-impact campaigns that amplify brand identity and inspire emotional awareness. Known for collaboration and strategic insight, I develop initiatives that resonate deeply with diverse audiences, advance business objectives, and foster community pride.
Below is my portfolio, a Design Journal showcasing some of my most relevant work.
Cultural & Emotional Connection
LET'S GET LOUD: Amplifying LatinX Voices
Skills: Cultural & Emotional Connection and Creative Direction | Directed creative vision and video production for the Latino Donor Collaborative’s Let’s Get Loud LatinX initiative. Collaborated with Ana Valdez; the project was praised, with John Leguizamo voicing the final product, which focused on communicating empowering, fact-based data to younger generations.
Video narrated by John Leguizamo: http://letsgetloudlatinx.org
Creative Direction & Storytelling
WTR & ACSI Labs: Pioneering Creative Direction and Storytelling
Skill: Creative Direction and Storytelling | Directed video production for WTRI and ACSI Labs, managing projects such as the ‘Journey Tool’ from script to delivery.
Showcased innovative tools and ensured client alignment through key productions like Maxx Tool Showcase | WTRI Insights | Journey Tool CSI Labs Innovations
Client & Stakeholder Management
FINHABITS: Empowering Financial Literacy
Skill: Client and Stakeholder Management |Led a bilingual team, bridging communication between Spanish-speaking creatives and English-speaking clients to ensure seamless project execution. Directed instructional and promotional video production, incorporating animations and educational storytelling to align with the brand’s vision and enhance user engagement.
Team Leadership and Mentorship
LALA: Recipes Made Simple for Families
Skill: Team Leadership and Mentorship |Developed easy-to-follow recipes tailored for De-Kids Magazine. Provided creative leadership by leading a team of photographers, illustrators, and writers to produce engaging, family-friendly content that encouraged children to get involved in the kitchen. Championed the magazine’s innovative approach to product placement and unique storytelling, ensuring each piece resonated with both kids and parents.
Educational Content Development
DIF SONORA MEXICO: Inspiring Families Through Playful Learning
Skill: Educational Content Development | Played a collaborative role in creating and coordinating an editorial team to design and produce a booklet filled with playful and interactive activities, showcasing expertise in Educational Content Development. The booklet was carefully crafted to engage children and families, combining entertainment with educational value to promote core values. It also raised awareness about key government initiatives designed to support and benefit families across the state, serving as a meaningful and impactful resource for communities.
Digital Content & Design Creation
SALSAS MEXICO LINDO USA & AMOR USA: Digital Content and Design Creation
Skill: Digital Content & Design Creation and Creative Direction | Crafted dynamic campaigns tailored to the Hispanic community in the U.S., showcasing vibrant flavors and cultural themes. Led creative efforts for social media videos, print, and imagery, including a football-themed vegan recipe video that celebrated togetherness and culinary storytelling.
Instagram: @salsasmexicolindousa | Recipes Salsas Mexico Lindo USA | StopMotion Salsas Mexico Lindo USA | Instagram: @salsasamorusa | Recipes Salsa AMOR USA | DYI SalsaAMOR USA
Educational Content Development
CEMEX: Building Awareness Through Play
Skill: Educational Content Development | Developed creative product placement for De-Kids Magazine by crafting engaging activities such as puzzles and labyrinths. Simplified complex construction concepts to make them fun and educational for children while raising awareness about the construction industry.
Creative Strategy Development
LA MODERNA PASTAS & COOKIES: Connecting Generations Through Social Media
Skill: Creative Strategy Development | Launched the U.S. social media presence for La Moderna, developing a content strategy to engage second and third-generation Hispanics. Crafted creative content that fostered connections with the audience and strengthened brand engagement.
Instagram: @lamodernausa | Sample Video Recipes | Sample Recipes | Sample Video Posts | Sample Animation
Client and Stakeholder Management
QUICKBOOKS: Localized Launch for Mexico
Skill: Client and Stakeholder Management | Collaborated on launching QuickBooks software in Mexico by translating videos and adapting animations while adhering to strict brand guidelines. Ensured precise attention to detail to align with the company’s specifications.
Educational Content Development
CAFFENIO: Launching a New Coffee Brand
Skill: Educational Content Development | Conducted market research and focus groups for the launch of a new coffee brand in the U.S., creating social media content and narrowing potential names to three key options. Coordinated the development of a promotional and how-to video for Caffenio’s app in Mexico to streamline coffee orders and improve store efficiency.
Brand Identity & Awareness
SOLELY: Defining a Clean Brand Identity
Skill: Brand Identity and Awareness | Developed social media campaigns and branding strategies to emphasize the company’s commitment to clean and simple ingredients and aligned its messaging across multiple platforms to enhance its identity and market presence.
www.solely.com |Youtube: Solely’s MANGO Launch Video | Solely’s PINEAPPLE Launch Video |Instagram: @Solely’s Animation | @Solely’s Recipes
Brand Identity & Awareness
ARIZONA-SONORA MEGAREGION: Bridging Borders Through Media
Skill: Brand Identity & Awareness | Created interactive videos, brochures, and social media content to highlight economic opportunities between Sonora, Mexico, and Arizona, U.S. Led cross-border collaborations with companies like Ford and Lucid Motors, strategically amplifying the Megaregion’s innovation and growth potential.
Creative Direction & Storytelling
NANA’S COOKIES: Sparking Emotions Through Visuals
Skill: Creative Direction and Storytelling |Spearheaded the creation of engaging social media content that took consumers on an emotional journey.
Used motion graphics to craft a story about a rolling cookie, sparking curiosity and evoking sensations beyond just taste. Elevated Nana’s Cookies into a brand synonymous with joy and imagination.
Team Leadership & Mentorship
ERC: 360-Degree Promotion for Produce Exports
Skill: Team Leadership and Mentorship | Played a synergistic role in remotely managing a crew to capture field shots for promotional videos as part of a multi-platform campaign.
Combined hands-on expertise with creative leadership to align drone and ground footage with the project’s vision, amplifying ERC’s brand and showcasing excellence in the import-export industry.
Instagram: @ERC Produce
Team Leadership & Mentorship
KINITROS RECIPES
Skill: Team Leadership and Mentorship | Led and trained a team of 10+ to produce high-quality web, print, and video assets, overcoming pre-Zoom collaboration challenges. Fostered innovation and collaboration, delivering exceptional results across all media formats, with team members continuing to produce fantastic work independently.