From words to images,
ideas and general
creativity.
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Viñedos de Alcohuaz
Description:
Brand developmentPerched high in the Elqui Valley, Alcohuaz
is a different kind of winery. Despite its award winning wines, the brand’s
founders believe in the astronomical knowledge of the Southern Skies, and have
planted every vine in accordance to the stars.
The
task was to articulate a brand statement & core
message that represented Alcohuaz’s uniqueness and authenticity, whilst also
appealing to its key stakeholders and conversing with the pre-existing visual
identity.
Website: www.vdalcohuaz.cl
Design by: www.grafikart.cl
Casa Bauzá
Description:
Brand Development
Located in the Maipo Valley, Casa Bauzá is
the Bauzá Family’s winery. After the successful launch of their first wine,
they decided to expand, planting new varieties and producing more wines. Upon
the launch of their second wine, they needed to create a corporate story and
Brand Book with which to guide the launch of their future products.
The
task was to develop a brand identity that was
appealing while remaining authentic. We developed the concept of the winery as
a family, and each new wine as a unique family member with the common
denominator of a same surname and quality standards. The new identity was the
stepping-stone from which to transform words into images, creating a new visual
identity with the Otros Pérez design firm.
Website: www.casabauza.cl
Design by: www.otrosperez.com
HBC Briones Magazine
Description:
Editorial / writing
The Chilean Luxury Watch market’s main
player issues an annual magazine featuring editorial and commercial content. I
was the General Editor for their 2016 Edition, as well as the journalist for the
entire content.
Website:
http://hbc.cl/
Explora Hotels
Description:
Marketing/ Editorial/ Writing
For two years I worked in the brand’s
marketing department as Brand Manager.
With remote operations throughout Latin
America (Patagonia, Atacama, Easter Island, Sacred Valley, Salta and Uyuni), the task was to develop a corporate voice
that represented the company’s essence: poetry, exploration and introspective nature,
both B2C as well as B2B both for the mother brand as well as for each individual
destination. This included vernacular story telling, website content
development, corporate video creation and international PR Management.
After leaving the brand, I was hired as a
communication, marketing and experience consultant.
Website:
https://www.explora.com
Urban Iconography
Description: redefining a city’s iconography:
_____
Heritage/
Culture/ Identity
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Part of the Santiaguista project included the
creation and insertion of new urban iconography for Santiago. Through my
personal research I realized that paltas (avocados) are one of the few elements
to which Santiaguinos relate on an
everyday basis, regardless of their socioeconomic differences.
Based on this information I designed three
wheat paste poster designs, which I then assembled as gigantographies on temporary
building structures throughout the city.
Website:
https://www.instagram.com/santiaguista
Boa
Description:
Marketing/ Editorial/ Writing
Over the past couple of years, Santiago de
Chile’s foodie scene has blossomed with new restaurants. Under the conditions
of an increasingly competitive market, local restaurateurs have realized the
importance of pairing their visual and communicational identities, which is the
case of Boa, located in the heart of the city’s financial district. The task was to create the brand’s
wording, from corporate slogan right down to food and drink menus.
Website: http://boasantiago.cl/
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SML Magazine
/ Revista SML
Description:
Editorial / writing
Founded in 2014, SML Magazine (Revista SML)
is Chile’s first male-lifestyle magazine. Showcasing from fashion to politics,
art, decoration, architecture and technology, the 250-page publication features
interviews, profiles, articles and columns as well as award winning photography
and aesthetics. For almost two years I was the General Editor, in charge of
writing, commissioning and assembling content, coordinating with photographers,
designers and illustrators, as well as developing commercial strategies with
the featured brands in order to increase the magazine’s commercial value.
As well as General Editor, I also wrote
most of the magazine’s editorial and commercial content using my own name or an
alias: interviews, articles, style guides, journal, etc.
Website: www.revistasml.cl
Pisco Bauzá
Description:
Brand Development
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Bauzá is Chile’s oldest Pisco producer.
Located in Northern Chile with corporate offices in Santiago, the company has been
successfully run by three generations of the Bauzá family. For many years the
Chilean Pisco market remained mostly unchanged, however, the arrival of new
players and the increase in exports required traditional brands, such as Bauzá,
to ‘up their marketing ante’ urgently.
The
task was to develop a re-vamped Brand Book and
corporate voice that conversed with the brand’s core pillars (tradition,
family, origin) whilst also appealing to a broader consumer demographic. The
new identity was the stepping-stones from which to transform words into images,
creating a new visual identity with the Otros Pérez design firm.
Design by: www.otrosperez.com
EICYTV / Film School, Cuba
Description:
Audiovisual narrative
Between June and September 2017, I attended
the Escuela Internacional de Cine y Televisión de San Antonio de los Baños
(EICYTV), Cuba.
I studied “Narrative Speech, Dramatic
Speech, the Dramatic-Narrative Model” (used in script writing), as well as
“Audiovisual Narrative and Art Direction”.
Santiaguista
Description: Heritage/ Culture/ Identity
(Collective Culture & Urban Curatorship Project)
Santiago de Chile is referred to, by its
own inhabitants, as “Santiasco” (play-on-words in which “asco” means disgust).
This hostility has been strengthened by political and socioeconomic
differences, which have weakened the sense of place and collective memory of
locals, causing a substantial loss of tangible and intangible heritage, since
many people don’t see the city as their own.
Historical buildings have
demolished, traditions have been lost, and the poorer areas have suffered
cultural abandonment. Through this personal investigation project I have tried
to re-curate Santiago’s self-image through crowd-sourced visual information,
with the objective of boosting local pride and re-inveting its inhabitants’
self image (what does your city say about you?). By using a simple, popular
platform such as Instagram, I also addressed the importance of having
non-corporative voices within the cultural ecosystem due to their potential
proximity to the public.
Solar Magazine
Description:
Editorial / writing
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