Creative Transformation that drives results.

Specialist in digital transformation and growth optimization for creative teams.

IAPEM Methodology

A systematic approach to creating digital solutions that truly work. An iterative and structured process to transform insights into measurable results.

Investigate

In-depth analysis of the market and target users

Analyze

Data evaluation and opportunity identification

Prioritize

Definition of objectives and strategic roadmap

Execute

Agile implementation and iterative development

Measure

Continuous optimization based on metrics

My Approach

Strategic

Research, consumer psychology, communication path ideation, and alignment with insights.

Tactical

Creation of creative frameworks and briefs, benchmarking, and content calendarization.

Operational

Visual execution: design, video editing, layout, and creation of digital assets.

From analysis to action.

From action to improvement.

Featured Projects

Success stories demonstrating tangible results

FASOL

360° digital campaign for the 30th anniversary, strengthening institutional image and social programs.

YARA LATAM

Regional design for a global agricultural brand, developing key visuals, POP, and branding for campaigns in Latin America.

FLETX

Relaunch of an app for truck drivers, connecting tradition and technology at the Mobil Delvac event.

INTERCM

Creative transformation in a multi-niche e-commerce with CRO methodologies, achieving +7M COP in 4 days and +151% growth.

GenAI Gallery

Explore my ability to merge creativity with AI. Using tools like NanoBanana and ChatGPT 4o, I transform ideas into unique visual assets.

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Ready for the next level?

Let's transform your idea into a digital solution that generates real results.

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360° Digital Campaign – 30 Years of FASOL

An anniversary becomes memorable when it tells a story.

Context and Purpose

FASOL is a non-profit organization that supports members of the judicial branch in Colombia. On its 30th anniversary, it sought to strengthen its institutional image and highlight its social work through a comprehensive digital campaign.

I was in charge of the design and visual direction of the social media assets, aimed at increasing visibility, fostering closeness, and recognizing social programs that have impacted thousands of lives over three decades.

Creative Strategy

Three fundamental pillars guided the visual development of the campaign.

Humanize the Institution

Convey empathy and closeness, showing the human face behind justice.

Social Visibility

Reinforce solidarity programs and their impact on the judicial community.

Celebrate Legacy

Highlight 30 years of impact and commitment to Colombian justice.

Production and Assets

Web Banners

Visual adaptations for the official site with a renewed institutional identity.

Twitter / Facebook

Assets with an institutional and emotional tone for main social networks.

Carousels

Three narrative series with visual storytelling about the institutional journey.

Posts + Stories

A celebratory approach with a unified identity for Instagram and Facebook.

Results and Learnings

The campaign reinforced FASOL's digital presence, increased social media interaction, and consolidated its image as a humane and committed entity to social justice.

The assets achieved high engagement by connecting the values of justice and solidarity with a modern and coherent aesthetic, proving that institutions can be approachable without losing their authority.

"Designing for a social-purpose organization demands sensitivity and visual coherence. This project reaffirmed the value of design as a bridge between the institution and the community."

YARA LATAM – Regional Design for a Global Brand

Consistent visuals to connect agriculture, identity, and territory.

Context and Role

Project with La Estación

YARA LATAM Account

I participated in designing key visuals, digital assets, POP, and stand branding for YARA's regional campaigns in Latin America.

The main challenge was to maintain visual consistency across different Latin American countries, adapting YARA's global identity to specific local agricultural contexts.

I developed materials that respected the parent brand while authentically connecting with farmers in each region.

"Citrus YaraLiva Nitrabor" Campaign

Feed Post

Visual content for social media

WhatsApp Status

Vertical format for stories

Promotional Email

Direct communication with farmers

Informative Carousels

Packaging authenticity (vertical and square)

YaraVita Newsletter

Design of an informative newsletter for the YaraVita line, specifically focused on citrus cultivation and its nutritional needs.

The goal was to communicate technical value with a clear, modern, and easy-to-read presentation on mobile devices, maintaining YARA's visual identity.

Commemorative Videos

Farmer's Day

A visual celebration of farm work and recognition of agricultural producers.

National Tequila Day

A tribute to Mexican agricultural identity and the tradition of agave cultivation.

Results and Reflection

The campaigns strengthened YARA's presence in regional networks, maintaining visual consistency and local adaptability that resonated authentically with farmers from different countries.

This project reaffirmed the importance of modular and scalable design in global brands with diverse audiences, where coherence does not mean uniformity, but intelligent adaptation.

Launch of the FLETX App for Truck Drivers

From the highway to the digital world: connecting technology with tradition.

Context and Challenge

The challenge was to build trust with a traditionally tech-averse audience during the launch at the Mobil Delvac event. We needed to activate the brand at the event, authentically connecting the digital with the physical.

Truck drivers represent a community with decades of experience on the road, where personal relationships and trust are fundamental to any technological adoption.

Applied Strategy – IAPEM Method

Investigate

Analysis of target audience and event behaviors

Analyze

Evaluation of technological resistance and opportunities

Prioritize

Focus on in-person experience and trust

Execute

Comprehensive activation at the Mobil Delvac event

Measure

Optimization based on event feedback

Visibility + Experience + Community

Creative Execution

Informative Flyer

Physical layout with a QR code for direct app registration.

Terms & Conditions Landing

Design of a registration landing page optimized for the event.

POP Material

Visual elements for in-person activation at the event.

Stand Branding

Comprehensive design of the brand space at Mobil Delvac.

Results and Learnings

The in-person activation strategy generated an authentic connection with the driver community. Focusing on the physical experience before the digital one was key to building trust.

The physical materials and presence at the Mobil Delvac event created an effective bridge between the sector's tradition and FLETX's technological innovation.

"Digitizing an experience doesn't always mean putting it on a screen."

"FLETX didn't just relaunch its app; it strengthened a community in motion."

InterCM – Creative Transformation and Conversion Optimization

From intuition to evidence: building growth with data and design.

Context and Role

Creative Lead (Apr 2023 – Present)

Multi-niche e-commerce retail

I led the digital transformation of the creative area by integrating CRO methodologies and no-code automation (Make.com).

I designed CRO paths aligned with advertising campaigns and conversion-focused web structures.

I managed research, copywriting, and UGC briefs for MVPs (landing + 6 creatives), coordinating post-testing optimization.

Challenge and Results

+7M COP

in 4 days after launch

+151%

revenue growth in the second month

+388%

performance compared to external agency

The case demonstrated that a comprehensive strategy surpasses isolated tactics, generating scalability and sustained profitability.

Growth Strategy

Launch

Technical setup, funnel validation, and creator content to establish a solid foundation for the digital ecosystem.

Monitoring

Performance tracking and quick adjustments based on real-time metrics for continuous optimization.

Scaling

Analysis with Clarity and GA4, product diversification, and continuous improvements for sustainable growth.

Analytical Case – "Vika"

I detected abandonment on the product page using Clarity, identifying critical UX hypotheses: a weak hero section, poorly visible buttons, and copy that didn't resonate with the target audience.

The resulting A/B test improved CTR by +0.8% with less traffic, demonstrating that small, evidence-based adjustments generate significant impacts on conversion.

Data-Driven Creativity

Using generative AI to produce visual variations of tested ads.

Functional Benefit

Focus on practical utility and solving specific user problems.

Social Status

Appealing to aspirations and recognition within the target group.

Urgency

Creating scarcity and an immediate need for action.

"Evidence becomes design when data guides creativity."

"InterCM was the turning point: where performance stopped being a number and became a culture of continuous optimization."