Brand Identity and Strategy

This section focuses on projects where I defined the visual and conceptual essence of a brand

Developing the Monitoreo Inteligente Brand Manual

This extensive project spanned five months and culminated in the creation of Monitoreo Inteligente’s first-ever corporate identity manual. After 15 years in business, the company underwent a significant brand refresh to reflect its strategic shift from a small to a mid-sized operation, with an eye toward international expansion. Our work included designing a new logo that embodies this transition, defining the brand’s typography, color schemes, and applications across merchandising and stationery. Crucially, we also clearly articulated the brand’s personality and voice, providing a complete guide for consistent communication.

Brand Creation: Sergio Villamizar Global & RYM

I was responsible for the complete brand creation and graphic identity for Sergio Villamizar Global, an entity that previously lacked a visual presence. This included developing the brand identity for the company itself, as well as its flagship intangible product, RYM / Redesign Your Mind.

Every aspect of the graphic development, from concept to execution, was personally conceived and designed by me. This foundational work then served as the creative cornerstone for all subsequent product designs and brand developments.

Valerie: Premium Jewelry Brand Development

A new specialized jewelry brand was developed and launched. Its business model capitalizes on a premium selection of high-value jewelry sourced from the corporate trade-in inventory, complemented by new pieces. Named after the main shareholder’s granddaughter to evoke a sense of sophistication and family legacy while maintaining customer approachability, a complete visual identity (logo and packaging pattern) was implemented, and a commercial spot was produced to ensure a professional and credible launch via the institutional channel.

Brand Refresh for Cable Express de Colombia

The strategic modernization of the Cable Express de Colombia logo was executed after more than 25 years. As the only local cable operator in Soledad, Atlántico, offering cable TV, premium channels, and Internet services, the objective was to reflect the company’s technological leadership and service diversification. The new design successfully projects evolution while preserving the brand’s core essence.

Creating Visuals for Intangible Products

For Sergio Villamizar Global, a key challenge in selling virtual courses, audios, and meditations was conveying their value when the products themselves are intangible. To enhance the customer’s buying experience and illustrate what they would acquire, I focused on the creation of compelling graphics that effectively represented these intangible products.

This involved designing visually engaging images for audios and virtual courses, as well as creating informative flyers to promote conferences to businesses, especially critical during the 2020 pandemic. These visuals were vital in allowing potential clients to «see» and understand the value of what they were purchasing before committing.

Logo and Label Design for a Functional Drinks Brand

The brand, operating as a low-budget, family-run business, required a bold label design that simultaneously allowed for a significant reduction in printing and production costs.

Solution: A circular and minimalist label format was implemented. This design strategically concentrated the product’s benefits and contact information along the border, optimizing space. The format choice minimized material usage and aligned with the ‘word-of-mouth’ marketing strategy, ensuring that the essential information for recommendation was readily visible.

Packaging Design for Dental Floss and Swabs

I executed the graphic design and final art for a series of labels for dental floss and swab packaging. My focus centered on the visual integration of each brand’s core values and key features, ensuring the packaging served as an effective point-of-sale tool by clearly communicating product quality, benefits, and differentiation directly to the consumer.