Portfolio

The Cleaning Co. — Visual identity for a cleaning agency in the U.S.

The Cleaning Co. is a cleaning agency based in New Orleans, United States. This project involved the complete development of its visual identity, aiming to convey professionalism, trust, and clarity in its services.
A comprehensive brand system was created, including the main logo, icon, usage variations, color palette, typography, and branded applications such as uniforms and business cards. The result was a solid, cohesive, and functional brand ready to support the company’s communication and long-term growth.

This project involved a strategic refresh of Joe Rocket’s visual identity.
The main goal was to unify team communication through a clear and practical brand manual.

Although the logo was only subtly updated, key elements like typography, color palette, and usage rules were defined to ensure consistency and professionalism across all visual materials.

This project was developed in-house as part of my role within the company, where I led the branding process and made all critical design decisions.

This branding project for El Mestizo a Mexican food restaurant, involved the development of a full visual identity manual. We defined the color palette, typography, graphic elements, and a distinctive logo that reflects the brand’s traditional yet contemporary spirit. As part of the applied design, a cohesive menu aligned with the visual identity was also created. 

As part of Joe Rocket’s marketing team, I led the strategic planning and execution of social media content, campaigns, and influencer collaborations. My responsibilities included content calendars, copywriting, visual coordination, and creative direction for photo and video sessions. The goal was to maintain consistent, visually engaging communication aligned with the brand's values. 

Helmet Launch Campaign – Creative Direction & Storytelling

This visual campaign was strategically developed for the launch of a new helmet line, designed to highlight the brand’s versatility and its ability to cater to both off-road and urban motorcycle riders. The video was divided into two distinct sessions, each with its own visual language, location, and narrative aimed at resonating with two specific consumer segments.

The first session was filmed at sunrise in a forested location, featuring rugged off-road motorcycles and helmets tailored to adventure riding. The visuals emphasized themes of freedom, resilience, and connection with nature. I led the creative concept, selected the models, styled the technical outfits in accordance with the setting and product, and managed all on-site logistics and direction.

The second session took place in the late afternoon during golden hour in an urban setting. This segment showcased city bikes, sleek modern styling, and helmets designed for urban riders. The narrative shifted to reflect daily mobility, urban aesthetics, and a connection with a young, design-conscious audience.

The overarching storytelling was crafted to reinforce the product's value proposition: a line of helmets designed to go wherever the rider goes whether that’s off the beaten path or navigating city streets. My role encompassed the full creative direction, ensuring visual coherence between both sessions, managing logistics and timelines, and translating the brand message into a compelling and authentic visual experience. The audiovisual production, including photography and post-production, was executed by an external professional team.

Textile Collection Launch – Creative Direction

This campaign was developed to launch a new line of motorcycle jackets, aiming to highlight each piece's style, functionality, and versatility in real life, relatable settings.

The content was created using footage from a previous shoot and a new production featuring brand ambassadors @cecipavia and @andreaechegoyen. I was in charge of the entire creative planning process, from concept development, storytelling, model and outfit selection, to coordinating all logistics, including transportation from Mexico City to the shooting locations.

A main campaign video was produced, along with several shorter clips focused on each jacket model individually. The goal was to connect with the rider’s lifestyle and showcase the garments in action, on the road and in everyday environments.

Photography and post-production were handled by an external team. My role focused on leading the creative concept, managing locations, schedules, and ensuring that every piece of content aligned with the brand message in a consistent and impactful way.