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I'm a Brand Designer and Visual Communications professional with over a decade of experience shaping brands across fashion, retail, and lifestyle. I specialize in branding, storytelling, art direction, and photography, building 360-degree brand ecosystems that resonate online and offline and drive commercial results. I thrive in fast-paced environments, leading end-to-end branding projects, coordinating shoots, and collaborating with cross-functional teams to deliver assets that look great and perform. I'm passionate about turning strategy into visuals and content that engage audiences and convert.…I'm a Brand Designer and Visual Communications professional with over a decade of experience shaping brands across fashion, retail, and lifestyle. I specialize in branding, storytelling, art direction, and photography, building 360-degree brand ecosystems that resonate online and offline and drive commercial results. I thrive in fast-paced environments, leading end-to-end branding projects, coordinating shoots, and collaborating with cross-functional teams to deliver assets that look great and perform. I'm passionate about turning strategy into visuals and content that engage audiences and convert.

María Paz Fernández Melgar

Brand Designer, Graphic Designer, Designer, +4

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I'm a Brand Designer and Visual Communications professional with over a decade of experience shaping brands across fashion, retail, and lifestyle. I specialize in branding, storytelling, art direction, and photography, building 360-degree brand ecosystems that resonate online and offline and drive commercial results. I thrive in fast-paced environments, leading end-to-end branding projects, coordinating shoots, and collaborating with cross-functional teams to deliver assets that look great and perform. I'm passionate about turning strategy into visuals and content that engage audiences and convert.…I'm a Brand Designer and Visual Communications professional with over a decade of experience shaping brands across fashion, retail, and lifestyle. I specialize in branding, storytelling, art direction, and photography, building 360-degree brand ecosystems that resonate online and offline and drive commercial results. I thrive in fast-paced environments, leading end-to-end branding projects, coordinating shoots, and collaborating with cross-functional teams to deliver assets that look great and perform. I'm passionate about turning strategy into visuals and content that engage audiences and convert.

Available to hire

I’m a Brand Designer and Visual Communications professional with over a decade of experience shaping brands across fashion, retail, and lifestyle. I specialize in branding, storytelling, art direction, and photography, building 360-degree brand ecosystems that resonate online and offline and drive commercial results.

I thrive in fast-paced environments, leading end-to-end branding projects, coordinating shoots, and collaborating with cross-functional teams to deliver assets that look great and perform. I’m passionate about turning strategy into visuals and content that engage audiences and convert.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

Italian

Advanced

Spanish; Castilian

Fluent

English

Intermediate

Work Experience

Responsable de imagen XL Extra Large Moda & Retail at XL Extra Large Moda & Retail

August 1, 2022 - Present

Desarrollo, implementación y control de lineamientos de identidad visual y brand guidelines; Gestión integral de proyectos visuales y lanzamientos de producto end-to-end; Desarrollo de conceptos creativos estratégicos alineados a objetivos comerciales; Coordinación de producciones fotográficas y contenido audiovisual; Gestión de briefs y materiales comerciales; Soporte en campañas de marketing 360°; Colaboración con equipo de e-commerce para optimización de activos digitales; Supervisión de materiales gráficos impresos y digitales; Análisis de tendencias visuales y benchmarking en industria moda y retail.

Coordinadora de Marketing y Eventos (Freelance) at Varias empresas

March 1, 2017 - December 1, 2022

Planificación y ejecución de iniciativas de Brand Marketing alineadas a objetivos comerciales; Gestión end-to-end de eventos corporativos, activaciones de marca y lanzamientos de producto; Desarrollo de materiales visuales y comunicación de marca para canales online y offline; Coordinación con proveedores, agencias externas y equipos multidisciplinarios; Gestión de cronogramas, presupuestos y entregables; Garantía de consistencia de marca en todos los puntos de contacto; Colaboración con equipos de ventas, marketing y trade marketing; Implementación de acciones de experiential marketing y brand activations; Análisis cualitativo de resultados, métricas e insights post-evento.

Coordinadora de marketing at Grupo Sangregorio Desarrolladora inmobiliaria

March 1, 2014 - March 1, 2015

Soporte en la planificación de acciones de marketing para distintas unidades de negocio; Coordinación operativa con agencias externas y proveedores; Apoyo en la gestión de marca en canales online y offline; Seguimiento de lineamientos de identidad visual y consistencia de marca; Implementación de acciones para aumentar visibilidad y alcance; Análisis básico de métricas y seguimiento de resultados de campañas; Preparación de reportes de performance e informes internos; Diseño y adaptación de materiales de marketing offline; Desarrollo de piezas comerciales y gráficas para ventas; Asistencia en la gestión y coordinación de proveedores.

Diseñadora Gráfica & Asistente de marketing at Skechers Argentina

January 1, 2012 - January 1, 2014

Soporte en planificación y ejecución de campañas de marketing; Creación de contenidos para comunicación digital y redes sociales; Diseño de activos digitales (banners, piezas para web y email marketing); Diseño de comunicación interna y materiales corporativos; Actualización de contenidos en sitio web alineados a marketing; Edición y retoque fotográfico de producto; Diseño de materiales de comunicación offline; Desarrollo de piezas gráficas impresas y materiales POP para retail; Soporte en planificación y producción de eventos de marca; Coordinación y seguimiento de proveedores.

Graphic Designer at Vans Argentina

August 1, 2009 - January 1, 2012

Edición y retoque fotográfico profesional (imagen de producto y campañas); Diseño y producción de materiales de comunicación offline; Desarrollo de catálogos, lookbooks y piezas POP para retail; Creación de presentaciones visuales y materiales de comunicación interna de marca.

Coordinadora de Marketing y Eventos Freelance at Varias empresas

March 1, 2017 - December 1, 2022

Planificación y ejecución de iniciativas de Brand Marketing alineadas a objetivos comerciales. Gestión end-to-end de eventos corporativos, activaciones de marca y lanzamientos de producto. Desarrollo de materiales visuales y comunicación de marca para canales online y offline. Coordinación con proveedores, agencias externas y equipos multidisciplinarios. Gestión de cronogramas, presupuestos y entregables. Garantía de consistencia de marca en todos los puntos de contacto. Colaboración con equipos de ventas, marketing y trade marketing. Implementación de acciones de experiential marketing y brand activations. Análisis cualitativo de resultados, métricas e insights post-evento.

Brand Designer & Visual Identity Lead at XL Extra Large Moda & Retail

August 1, 2022 - Present

Lead development and control of visual identity guidelines; orchestrated end-to-end visual assets and product launches; developed strategic creative concepts aligned to business objectives; coordinated photo shoots and audiovisual content; managed briefs and product materials; supported 360 marketing campaigns; collaborated with e-commerce to optimize digital assets; supervised graphic materials for print and digital; tracked visual trends and industry benchmarking.

Marketing & Events Coordinator at Freelance - Various Companies

March 1, 2017 - December 1, 2022

Plan and execute Brand Marketing initiatives; manage end-to-end corporate events, brand activations, and product launches; develop visual and brand communications for online and offline channels; coordinate with vendors and multidisciplinary teams; manage schedules, budgets, and deliverables; ensure brand consistency across touchpoints; collaborate with sales, marketing and trade teams; analyze post-event results.

Marketing Coordinator at Grupo Sangregorio Desarrolladora Inmobiliaria

March 1, 2014 - March 1, 2015

Support marketing planning for multiple business units; coordinate with external agencies and suppliers; manage brand presence online and offline; ensure identity consistency; implement actions to raise visibility and reach; analyze basic campaign metrics; prepare internal performance reports; design offline marketing materials and sales graphics; assist in vendor management.

Graphic Designer & Marketing Assistant at Skechers Argentina

January 1, 2012 - January 1, 2014

Support planning and execution of marketing campaigns; create content for digital channels; design digital assets (banners, web, email); craft internal communications and corporate materials; update website content; edit and retouch product photography; design offline materials and POP for retail; support brand events; coordinate with vendors.