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The Challenge
In an increasingly crowded cruise market, it became essential to remind both loyal guests and new audiences why Silversea is the ideal partner to venture to the northernmost edges of the planet. Silversea offers more opportunities to explore the Arctic than any other luxury cruise line, with over 15 voyages and 66 destinations. The challenge wasn’t just generating awareness, it was converting that awareness into bookings amongst a specific, highly qualified audience.
The Process
As Creative Director, my mission was to craft a compelling creative concept that would resonate with the target audience and increase leads by 30% amongst selected households.
Collaborating closely with our head copywriter, we navigated the entire process from ideation to execution to testing within one month, working seamlessly alongside digital and print media partners. Through rapid iteration, we developed a solid, clear plan that was flexible enough to adapt across all required formats, spanning print and digital channels.
The Creative Concept
Under the tagline “The Arctic: Don’t just go there. Know there.” the campaign embraced a cinematic, first-person perspective, encouraging viewers to imagine themselves on board, facing the elements with confidence and curiosity.
The concept highlighted what truly sets Silversea’s Arctic voyages apart: destination leadership, deep expedition expertise, intimate ships, and highly specialised expedition teams that guide guests through one of the most challenging environments on earth. Our nimble ice-class ships access areas of the Arctic others simply can’t reach.
Every touchpoint reinforced the promise of a seamless journey, where every detail from safety to comfort to insight is meticulously curated so guests can fully immerse themselves in the experience. The creative execution balanced aspiration with reassurance, inviting travellers not only to go further, but to understand more deeply.
Campaign Deployment
Creative assets were deployed across key targeted media and select premium placements: print advertisements in luxury lifestyle publications, digital banner campaigns targeting high-net-worth individuals, and premium content placements that aligned with the sophisticated, curious demographic Silversea attracts. Each format maintained the cinematic first-person perspective that made the campaign distinctive.
Results
The campaign achieved its goal, increasing leads by 30% amongst selected households within the one-month deployment period. When creative concept, strategic targeting, and execution align, even aggressive performance targets become achievable.

Creative Direction, Advertising, Copywriting
Silversea Cruises / Creative Director / 1 month, 2024
“The Arctic: Don’t just go there. Know there.”

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The Challenge
The Department of Industrial Engineering at Universidad de Chile invited us to overhaul communications for their MBA programmes, which were fairly conservative and focused only on academic merits. The pilot was the Global MBA: a programme where students study eight months in Chile, then nine months at Top 100 management schools abroad.
Strategic Brand Platform: “Live Global”
We conceived the brand platform “Live Global” to invite future students to challenge themselves, experience globalisation firsthand, then bring their knowledge back to lead in their countries.
This worked because it shifted the conversation from institutional prestige (which every MBA claims) to personal transformation through genuine international experience. It resonated particularly well with ambitious Latin American professionals who wanted international credentials without permanently leaving home. The programme became strategic career preparation for leading in an interconnected world, not just study abroad.
Integrated Multi-Channel Strategy
We applied the strategy across website, social media, Google Ads, Facebook Ads, MBA fairs (roll banners, flyers, merchandising, brochures), and metro station advertising in Santiago. Every touchpoint delivered consistent messaging from digital discovery through to in-person conversion.
The website redesign prioritised clarity and aspiration: partner universities (UBC Sauder, Cranfield, Macquarie), student testimonials, clear pathways from application to global career. SEO targeted searches like “MBA Chile international” and “top MBA Latin America”.
Social media focused on LinkedIn and Facebook, where our target audience (professionals aged 25-35) actively researched career advancement. We created content series featuring alumni sharing international experiences, faculty discussing global business trends, and behind-the-scenes glimpses of partner campuses. Digital ads targeted specific demographics, driving qualified traffic to optimised landing pages.
Results
The strategy’s success extended to all programmes, enabling them to reach the Top 10 in Latin America. QS Global MBA Ranking 2025 placed the programme number 1 in Chile and number 3 in Latin America.
The “Live Global” platform proved so effective it influenced communications across all MBA programmes at the Department of Industrial Engineering. What began as a pilot became the template for how Universidad de Chile communicated its entire MBA portfolio.

Brand Strategy, Communications, Website Design, Social Media, Digital Advertising
Universidad de Chile / Creative Director

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The Challenge
Indomable is a CrossFit box in Santiago, Chile. We were engaged for integrated brand and marketing development: naming, visual identity, website, marketing collaterals, and interior design. The name needed to resonate locally whilst communicating strength, resilience, and transformation.
The Name
We chose Indomable (Spanish for indomitable) to represent the feeling of overcoming incredible physical challenges and becoming more self-reliant. Building people who cannot be conquered, subdued, or defeated by physical or mental barriers.
From Sketch to Symbol
During a co-design meeting, I sketched a rampant lion in my notebook. Everything moved fast from there. The client said, “Please, do everything as you think. We will follow.” That level of trust allowed us to create something authentic and powerful.
The rampant lion became the perfect visual representation of the Indomable spirit. Raw, minimalist, with a distinctive Chilean character.
Integrated Brand Development
The project encompassed every touchpoint. Beyond the logo, we developed a comprehensive visual identity system that worked across digital and physical environments. The website featured bold imagery, clear calls to action, and easy registration.
Interior design played a critical role. We created a space that felt raw and authentic, with industrial elements that reinforced workout intensity whilst maintaining a welcoming atmosphere. Every detail, from wall graphics to equipment placement, reflected the brand identity.
Social Media Campaign
We enacted an aggressive communication campaign focusing on authentic storytelling, member transformation stories, and building community before people walked through the doors. We showcased real workouts, celebrated achievements, and consistently communicated Indomable values across Instagram, Facebook, and WhatsApp groups.
The strategy worked. People don’t just join a gym, they join a tribe. By building that tribal identity online first, we created demand that exceeded all projections.
Results
500 new members in the first month. The business plan expected that in three months. These weren’t just attracted by marketing tactics. They were drawn to a brand that stood for something meaningful, looked distinct, and promised a transformative experience backed by every touchpoint of the business.

Naming, Visual Identity, Website, Marketing Strategy, Social Media, Interior Design
Indomable CrossFit, Santiago / Creative Director

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The Challenge
Silversea’s high-end printed brochures, featuring photography by Steve McCurry and Andrea Frazzetta, were famous in luxury travel. But the market had gone digital-first, and our print-only approach was limiting reach with travellers who consume content on devices. We needed to translate this premium experience into an immersive digital format that could increase engagement and lead generation whilst maintaining the sophisticated aesthetic that defines the brand.
Research & Platform
I conducted benchmark research to identify the right interactive publishing platform. After evaluating multiple solutions, Flipsnack emerged as the optimal choice. It supported embedded video, offered robust analytics to track user behaviour, and provided the design flexibility necessary for a brand of Silversea’s calibre. These metrics would prove invaluable for understanding the customer journey.
Design Strategy
I organised collaborative workshops with our Milan creative team to develop a comprehensive wireframe that could effectively translate the printed version for digital. The resulting design system worked flawlessly across desktop, tablet, and mobile, a critical requirement for luxury travellers who browse on multiple devices. We carefully considered how the experience would adapt to different screen sizes whilst maintaining visual impact.
Content & Interactive Features
Image selection was paramount. We curated photography with meticulous attention, ensuring each image communicated Silversea’s promise of authentic, transformative travel. Video elements were adapted or created specifically with vertical formats in mind, strategically leveraging the platform’s capabilities.
Interactive elements included embedded destination videos, clickable voyage details, and intuitive navigation that encouraged exploration. This transformed passive reading into an engaging discovery experience that reflected the nature of Silversea’s voyages themselves.
Results
The digital brochure exceeded expectations across all metrics. Average time spent significantly surpassed both our website and industry benchmarks. Lead generation showed substantial improvement, with qualified prospects spending more time engaging with voyage details and destinations.
Analytics revealed which destinations and voyage types resonated most strongly with potential guests, informing not only subsequent iterations but broader marketing strategy. The digital brochure format became Silversea’s new marketing standard.

Creative Direction, Digital Design, Interactive Publishing, Content Strategy
Silversea Cruises / Associate Creative Director
Flipsnack, Adobe Creative Suite

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The Challenge
Italy’s telecom sector was in upheaval. New competitors were forcing legacy operators like Vodafone to modernize fast. Traditional B2B sales processes were cumbersome, error-prone, and failed to meet modern enterprise expectations. Vodafone needed a platform that could serve dual purposes: empowering sales operators with efficient tools whilst ensuring transparency for business customers navigating complex service packages, all under strict European regulatory requirements.
My Role
As Senior Visual Designer at Alkemy, I led UX optimization and design system development for Vodafone’s B2B sales platform. This wasn’t a visual refresh. It required understanding operator workflows, regulatory requirements, and the technical constraints of Vodafone’s existing infrastructure.
Design System Development
I updated all Vodafone digital assets within a unified Sketch Library, creating a comprehensive design system for their entire B2B digital ecosystem. The system meticulously accounted for all field states (default, hover, active, error, disabled, loading) so operators always understood system status and next actions. This significantly reduced user errors and support tickets.
I embedded design best practices directly into the component library: accessibility standards, responsive patterns, interaction guidelines. This meant other designers and developers could build new features that automatically maintained quality and consistency.
UX Optimization
The improvements focused on reducing cognitive load for operators managing complex product configurations. I streamlined multi-step processes, eliminated redundant data entry, and introduced smart defaults based on customer type. Visual hierarchy guided operators through optimal workflows whilst maintaining flexibility for edge cases. Critical regulatory disclosures were integrated naturally rather than bolted on as afterthoughts.
Impact on Workflow
These enhancements dramatically streamlined team workflow under Agile. Designers could rapidly prototype with pre-built components. Developers received specifications with embedded interaction behaviors, reducing errors and revisions. Sprint velocity increased. QA teams had a clear source of truth.
Results
The platform reduced average transaction time whilst increasing accuracy and compliance. The Sketch Library became Vodafone Italy’s standard for digital product development, improving design team productivity across future initiatives.

UI/UX Design, Design System, B2B Platform Design
Vodafone Italy via Alkemy / Senior Visual Designer
Sketch, Abstract, Zeplin, Adobe Creative Suite

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The Challenge
Draff.tv had built a strong reputation across Latin America over 15 years, but breaking into the European animation market required more than talent. Their existing brand lacked the clarity to compete internationally, and their digital presence failed to tell their story effectively.
Strategic Positioning
Whilst many studios can deliver quality work, Draff’s real advantage is a production process that marries creativity with predictability. We distilled this into a single brand positioning: “Streamline Your Imagination.” A tagline that speaks directly to client pain points: creative excellence, delivered reliably, on time, on budget.
Visual Identity
The original graffiti-inspired logo had energy but wasn’t built for a digital-first world. We crafted a new mark with precise proportions and flexible layouts that kept the vibrant spirit whilst gaining clarity across every platform. Colour became a defining move: a bold pinkish tone that breaks from the industry’s conservative palette, reflecting Draff’s production energy and giving the brand room to grow.
Website and Digital
The old site was dark, dated, and hurting SEO performance. We rebuilt it as a bright, multi-language platform in English, Spanish, and Portuguese, with intuitive navigation and focused storytelling. SEO best practices were implemented throughout, improving visibility for key terms across target European markets.
Social Media and Marketing
We sharpened the brand voice across LinkedIn and Instagram, using content that spotlighted both finished work and behind-the-scenes process. Transparency built trust. We also developed pitch decks and corporate materials that communicated Draff’s value proposition quickly and convincingly to marketing directors and creative agencies.
Results
Website traffic increased significantly, with notable growth from European markets. The rebrand elevated Draff’s perceived position and opened doors to larger international projects. Not just a visual refresh, but the strategic foundation for their global expansion.

Creative Direction, Branding, Copywriting, Web Design, Digital Strategy
5-person team / 5 months / 2025