Jen Peñaflor

Available to hire

I’m a designer based in New York City, working remotely with global clients on advertising and cross-cultural storytelling across digital, social, and billboard formats.

About

I’m a designer based in New York City, working remotely with global clients on advertising and cross-cultural storytelling across digital, social, and billboard formats.

I lead independent design projects focused on branding, storytelling, and sustainability, partnering with nonprofits and mission-driven organizations to communicate impact through creative systems across print, digital, and OOH.

Languages

  • EnglishFluent

Industry experience

  • Media & Entertainment
  • Retail
  • Consumer Goods
  • Non-Profit Organization
  • Real Estate & Construction

More experts in New York, United States

Projects · 7

The Komenda Project - Non Profit Organization

Challenge: The Komenda Project, a startup nonprofit supporting education and mentorship in underprivileged communities, needed a stronger visual identity to effectively communicate its mission and attract support. Their existing branding lacked consistency and impact. Strategy: I revitalized their visual identity by refreshing their logo, creating a comprehensive brand guide, and applying the new aesthetic to their Instagram profile, creating a cohesive and engaging online presence. Solution: The Komenda Project now has a refreshed brand identity, including a new logo and brand guide, seamlessly integrated into their Instagram feed. This enhanced visual presence strengthens their communication and supports their mission of creating long-term change.

  • Brand Designer
Tincup Mountain Whiskey - Truck Wrap Advertisement Campaign

This campaign was designed to bring Tincup American Whiskey to life across key markets in California, Texas, and Colorado through large-format advertising. The objective was to create an eye-catching, emotionally resonant visual that stood out in transit and outdoor environments — much like a billboard would. The client requested a refresh from their traditional rugged, moody visuals, seeking something that felt more vibrant, optimistic, and location-specific. I developed multiple concepts built around the contrast of bright blue skies, open landscapes, and crisp product imagery — evoking a sense of freedom and adventure while staying true to the brand’s Western spirit. Working across layout, art direction, and visual storytelling, I explored compositions with product hero shots and action pour moments to build dynamic movement and visual hierarchy that would translate seamlessly from truck wrap to billboard to digital use. This project strengthened my approach to designing campaigns that connect through both emotion and clarity — a skill directly applicable to creating compelling ads.

  • Production Designer
Sustainable Storytelling — Amazon Storefront Rebrand

I led the visual and content redesign of Full Circle Home’s Amazon storefront, transforming it into a cohesive brand experience that balanced sustainability education, storytelling, and conversion strategy. The goal was to translate the brand’s eco-conscious mission and materials — from bamboo and recycled plastic to compostable plant fibers — into a clear, engaging digital experience. Through refined layout systems, product photography, and modular content blocks, I created a flexible design framework that could scale across A+ content, landing pages, and mobile storefronts. Each section emphasized clarity, warmth, and transparency, helping consumers understand how everyday choices contribute to a more sustainable lifestyle. The rebrand elevated the storefront’s visual impact and improved navigation, positioning Full Circle Home as both a design-forward and environmentally responsible brand within the competitive e-commerce landscape.

  • Designer
DIVAS for Social Justice — STEAM for Social Change Annual Catalog

Each year, I design and produce the annual “STEAM for Social Change” Catalog for DIVAS for Social Justice, a Brooklyn-based nonprofit empowering youth through art, technology, and community activism. The 2024–2025 edition highlights the organization’s programs across New York and Minneapolis — from makerspace workshops and hydroponics education to student reflections inspired by The Four Agreements by Don Miguel Ruiz — illustrating how creativity and social impact intersect. I developed a clean, editorial layout system that balances educational content, student writing, and photography, ensuring the publication feels both engaging and accessible for readers of all ages. The design emphasizes clarity, color harmony, and storytelling to reflect DIVAS’ mission of inclusion and empowerment. The catalog serves as both an annual report and community showcase, distributed digitally and in print to schools, partners, and funders, and has become a cornerstone of the organization’s visual identity and storytelling strategy.

  • Designer
For Good by Full Circle — Product Education & Awareness Campaign

The “For Good” campaign was designed to communicate the brand’s mission of replacing single-use plastics with compostable, plant-based alternatives. The goal was to visually simplify scientific and environmental data into approachable, educational storytelling that could perform across digital and physical touchpoints. Creative Approach: I developed a clean, modular system of infographics and layouts highlighting why For Good products matter — from materials (PLA and PBAT) to the full lifecycle of compostable products. The campaign used a bright, optimistic color palette and consistent typography to align with the brand’s eco-conscious yet accessible identity. Each layout was optimized for flexible use across billboards, print collateral, and social platforms. Deliverables: Educational Infographics: Illustrated explainers such as “Why For Good Products?” and “A Day in the Life of a Compostable Bag” visualized complex sustainability concepts through approachable icons and circular process diagrams. Impact Stats: Data-driven designs like “Did You Know?” transformed environmental impact metrics into visually bold, shareable graphics. Lifestyle Comparisons: Side-by-side compositions contrasted compostable vs. plastic product lifecycles, helping audiences instantly grasp the ecological benefits. Presentation Deck: A cohesive pitch-style deck for internal use and retail partners, reinforcing messaging consistency and visual hierarchy across product lines (Party, Storage, Kitchen, etc.). Outcome: These assets became the cornerstone visuals for For Good’s educational content and retail storytelling, adaptable for trade shows, retail displays, digital campaigns, and website features — ensuring the brand’s sustainability mission resonated visually and emotionally with consumers.

  • Designer
Full Circle Home - Multilingual Packaging Expansion

Spearheaded a global initiative to broaden brand accessibility through multilingual packaging design across all SKUs. Partnered with translators and regional teams to adapt content into Dutch, French, and Spanish, ensuring precise, culturally nuanced communication that strengthened brand trust and consistency across international markets.

  • Brand Designer
  • Graphic Designer
  • Production Designer
Video Production & Art Direction — Selected Works

In my work as an Art Director for video production, I have led projects from concept through execution to ensure brand stories are told with clarity, impact, and aesthetic consistency. Example Projects: Full Circle | Home (2022) Role & Responsibilities: As the Art Director, I oversaw the entire video process for product launches including the Loads of Fun and Peel Good collections. Collaboration: I partnered closely with sales, product development, and marketing teams to develop creative briefs that aligned with both visual goals and product messaging. Pre-Production: I guided concept ideation, storyboarding, shot planning, and prop / set design to ensure each visual moment reinforced the brand story. Production & Direction: On shoot days, I directed talent, photographers / videographers, lighting, and styling to capture footage that communicated product features, textures, and usage. Post-Production Oversight: I supervised editing, color grading, motion graphics, and sound design to maintain consistent visual tone, pacing, and messaging. Purpose & Impact: These video assets were not just beautiful to watch — they served as essential marketing tools to bring new collections to life. They helped communicate the unique features and differentiators of the products, elevating their appeal for retail partners, digital campaigns, and brand storytelling.

  • Brand Designer
  • Graphic Designer
  • Production Designer

Work experience· 6 roles

Freelance Designer & Creative Director · OKHelloGoodbye LLCJan 2025 – Present · 1 yr 11 mos

Lead an independent design studio specializing in branding, advertising, and visual storytelling for global and mission-driven clients. Concept and execute campaigns across digital, social, and out-of-home (OOH) platforms. Design cross-cultural creative for multilingual audiences, adapting tone and visuals for regional markets. Partner with Certified BCorps and nonprofits to communicate sustainability and human-impact stories through design. Manage end-to-end production from concept and layout to multi-format deliverables optimized for print, social, and billboard applications.

Senior Designer · Full Circle Home (Certified B Corp)May 2021 – Oct 2024 · 3 yrs 6 mos

Created integrated brand campaigns and packaging systems for Full Circle Home, Soma, and For Good — three Certified B Corps championing sustainability and design transparency. • Directed a global packaging rebrand across U.S., Canadian, and EU markets, producing multilingual assets and region-specific dielines. • Designed 360° marketing materials — catalogs, landing pages, OOH ads, and digital campaigns — to maintain brand consistency worldwide. • Produced short-form videos and infographics that transformed data into engaging visual stories. • Developed ad concepts and visual systems adaptable across billboards, print and digital placements, maintaining clarity of messaging across formats.

Marketing & Communications Associate · Hidrock PropertiesMar 2020 – Oct 2025 · 5 yrs 8 mos

Created advertising and marketing materials for commercial real estate campaigns across NYC. Designed OOH and print ads promoting retail and office spaces. Developed data-driven sales and investor presentations, visualizing information clearly for non-design audiences.

Freelance Graphic Designer · Rain AgencyDec 2018 – Oct 2025 · 6 yrs 11 mos
Freelance Graphic Designer · Rain AgencyMar 2018 – Jan 2019 · 11 mos
Freelance Designer · ADDITIONAL FREELANCE & CONTRACT WORKMay 2017 – Mar 2021 · 3 yrs 11 mos

Education

BFA, Graphic Design Focus · Old Dominion University2030 – 2006
Certificate, Motion Graphics · Fashion Institute of Technology2025

Testimonials · 5.0 from 1 review

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