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I am an Art Director and Brand Strategist specializing in brand identity, packaging design, and custom illustration for premium consumer brands. For over 20 years, I have created distinctive, story-driven visual systems that drive measurable commercial success at scale. My work combines rigorous brand strategy with design that performs in competitive retail environments—from major international grocers to independent specialty shops.…I am an Art Director and Brand Strategist specializing in brand identity, packaging design, and custom illustration for premium consumer brands. For over 20 years, I have created distinctive, story-driven visual systems that drive measurable commercial success at scale. My work combines rigorous brand strategy with design that performs in competitive retail environments—from major international grocers to independent specialty shops.

Laura Soto Salazar

Art Director, Brand Designer, Packaging Designer, +3

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I am an Art Director and Brand Strategist specializing in brand identity, packaging design, and custom illustration for premium consumer brands. For over 20 years, I have created distinctive, story-driven visual systems that drive measurable commercial success at scale. My work combines rigorous brand strategy with design that performs in competitive retail environments—from major international grocers to independent specialty shops.…I am an Art Director and Brand Strategist specializing in brand identity, packaging design, and custom illustration for premium consumer brands. For over 20 years, I have created distinctive, story-driven visual systems that drive measurable commercial success at scale. My work combines rigorous brand strategy with design that performs in competitive retail environments—from major international grocers to independent specialty shops.

Available to hire

I am an Art Director and Brand Strategist specializing in brand identity, packaging design, and custom illustration for premium consumer brands. For over 20 years, I have created distinctive, story-driven visual systems that drive measurable commercial success at scale. My work combines rigorous brand strategy with design that performs in competitive retail environments—from major international grocers to independent specialty shops.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Childrens Book Illustration

Expert

Language

Spanish; Castilian

Fluent

English

Fluent

French

Advanced

Portuguese

Intermediate

Work Experience

Independent Art Director & Brand Designer at Freelance

January 1, 2003 - Present

Managed international client work, developing comprehensive brand identities and packaging designs across multiple sectors since 2003. Focused on storytelling and visual impact. International client work across Colombia, United States, France, United Kingdom, Spain, Italy, Norway, Switzerland, Canada, Mexico, Hong Kong, United Arab Emirates, Belgium, Germany

Lead Designer at Corso's Cookies

January 1, 2021 - January 1, 2024

Led complete brand refresh and expansion strategy for premium cookie brand, serving as lead brand strategist and creative director. • Developed comprehensive brand identity system including logo refinement, packaging architecture, character design, and brand storytelling framework • Created three distinct sub-brands with cohesive visual systems and illustrated characters across multiple product lines • Designed packaging suite with consistent brand language and shelf impact • Contributed to brand's evolution from craft producer to one of North America's fastest-growing premium cookie brands with double-digit million dollar annual revenue • Developed seasonal and evergreen design systems for rapid product launch capability • Created brand guidelines ensuring consistency across all customer touchpoints

Lead Packaging Designer at Vithit

January 1, 2019 - January 1, 2024

Designed the complete can packaging system for a sparkling line during its expansion into an international functional beverage brand.

Independent Art Director & Brand Designer at Scoville Vodka

March 6, 2021 - May 14, 2021

Logo design and bottle packaging for premium jalapeño-infused vodka brand. Product awarded Gold Medal at 2021 Ascot Awards. • Designed complete brand identity including logo and visual system for distinctive premium vodka positioning • Created bottle design and label system balancing luxury positioning with bold differentiation in competitive spirits market • Brand achieved Gold Medal recognition at 2021 Ascot Awards for quality and distinction