Bad Apple was developed as a boutique sub-brand designed to appeal to a more refined, design-conscious consumer. The challenge was create an identity that felt premium and self-contained while remaining flexible across retail and marketing applications. I led the design across packaging, B2B and B2C materials, in-store signage, and merchandise. The focus was to build a cohesive system that felt intentional at every touchpoint. Care was taken to ensure consistency without over-designing any single element. The brand launched with strong reception, and all products and merchandise sold out in under a week. The result was a complete sub-brand that felt established from day one.

Plant Sciences Genetics engaged me on contract to lead their marketing team with global brand development and new product launches, and activation campaigns. The project began with creating a series of custom berry icons to complement and extend their existing logo. From there, I translated the logo into a cohesive brand system. This included business cards, letterhead, envelopes, and a range of print and web advertisements. I also designed trade show materials such as table covers and large-format backdrops. The focus was consistency and clarity across all channels. The resulting system supported offices and events across Latin America and Europe while staying true to the original brand.

This project involved designing a national print advertisement promoting the partnership between Microsoft and Teradata. Due to high-traffic placement, the design needed to communicate clearly and quickly at large scale. Microsoft had a clear vision for the campaign, and my role was to execute it with precision and attention to detail. I focused on hierarchy, clarity, and composition to ensure the message landed immediately. The layout was applied to a globally published magazine produced by Teradata. It also translated to large-format placements such as airport installations. Seeing the work installed at full scale confirmed the design performed as intended.