PORTFOLIO
Expreso Lo Bruno | Argentina
Online Platform development - UX/UI Design
Expreso Lo Bruno, a logistics company based in Argentina, needed a robust online platform to streamline their operations and provide faster, more efficient service to their customers. They sought a solution that would allow both the company and its clients to access vital tools and perform operations in real-time. I collaborated with Expreso Lo Bruno to develop a modern, user-friendly platform that offers a wide range of features to improve both customer experience and operational efficiency. The platform includes: - Instant shipment quoting and tracking for faster decision-making. - Access to branch information across the country for convenient logistics coordination. - Self-service tools for managing shipments, account settings, and service requests. - Detailed service information for easy reference and planning. In addition to the platform’s functionality, I also developed a new brand identity, complete with engaging taglines and optimized content for SEO enhancement, ensuring that the company stands out in the digital space and improves its search visibility. Expreso Lo Bruno’s new platform is designed to offer clients fast, reliable, and easy access to the tools they need, transforming the logistics experience for both the company and its customers.
Expreso Lo Bruno | Argentina
Strategic office & warehouse design and customer experience enhancement
When Expreso Lo Bruno, a leading logistics company with an extensive presence across Argentina, decided to expand their network with a new branch in Córdoba, they aimed to not only broaden their reach but also enhance the customer experience at their new location. I was entrusted with the task of structuring and designing the office space to align with the company’s operational needs while ensuring an optimal customer journey. My approach began with a comprehensive analysis of the customer journey. By identifying key interaction points, I was able to propose design solutions that would enhance customer satisfaction and streamline service delivery. Each element of the office layout was meticulously planned to ensure it supported the smooth flow of operations, ultimately leading to a more efficient and customer-friendly environment. The project spanned over two months, during which I collaborated closely with the company’s leadership. My detailed proposals allowed the owners to thoroughly plan and visualize the space before any physical changes were made, ensuring that the new office met all necessary specifications. This proactive approach not only minimized disruptions during the transition but also ensured that the space was tailored to the specific needs of the Córdoba branch. Beyond the physical design, I also played a key role in developing internal procedures for customer service within the new branch. My focus was on optimizing space utilization and ensuring that all available resources were employed effectively. The result was a seamlessly integrated office environment where every detail, from layout to service processes, worked in harmony to deliver a superior customer experience. This project underscores the value of strategic planning and customer-centric design in logistics, demonstrating how thoughtful space management can significantly enhance both operational efficiency and client satisfaction.
Shanti Kindergarten | Argentina
Brand development and strategic positioning
Shanti, a new premium kindergarten in Argentina, aimed to establish itself as the go-to choice for discerning parents. The institution offered two distinct services: a kindergarten for children aged 4 to 6 years and a daycare for babies from 0 to 3 years. The challenge was to create a brand that would appeal to both parents and children, conveying a sense of trust, quality, and care, while also standing out in a competitive market. The task required a brand that was cute, minimalistic, and attractive to both parents and kids. As a new educational institution, Shanti’s success heavily depended on its brand positioning. The goal was to gain parents’ trust and clearly communicate the unique advantages of Shanti’s services, setting it apart from competitors. I collaborated closely with the client to develop a visual identity that aligned with their vision of a premium, yet approachable, brand. Together, we created a design that was both elegant and playful, ensuring it resonated with the target audience. Once the branding was established, I moved on to planning the initial communication strategy, which was crucial for the brand’s launch. The communication strategy involved targeted advertising across multiple channels, including newspapers, social media, and local events. The messaging was carefully crafted to highlight Shanti’s premium services and the benefits of choosing this institution for their children’s early education. The results were outstanding. The initial six-month campaign successfully positioned Shanti as a trusted name in early childhood education. The strategies I developed not only helped achieve significant results during the launch phase but also provided a foundation for continued growth. The client continued to expand upon these strategies to promote their services, ensuring ongoing success.
Bang! | Argentina
Brand development, store design, and operations streamlining
When Bang! Chicken Fries and Pastas set out to introduce a unique fast food concept to the city of Santiago del Estero, Argentina, they faced the challenge of launching a brand that would stand out in a market unaccustomed to offerings like fried chicken, fries, and pastas in a fast food setting. Drawing inspiration from similar concepts in the United States, the goal was to create a modern, minimalistic, and irresistibly appealing brand that would captivate mall visitors and entice them to try the products. My journey began with an in-depth investigation into the local fast food consumer behavior. By analyzing the eating habits and preferences of Santiago del Estero’s residents, particularly in the context of a mall environment, I was able to gain valuable insights into what drives their food choices. This research phase, which spanned three weeks, was crucial in shaping the direction of the brand’s development. With a solid understanding of the target audience, I embarked on the creative process of branding. This involved not only the creation of a visual identity that resonated with the concept’s modern and minimalistic ethos but also the development of a menu that would appeal to local tastes. Once the branding and menu were finalized, I directed the product photography and crafted targeted advertisements designed to generate buzz and drive interest. The next step was to design the physical space of the first store, located in a high-traffic mall. The layout was crafted to be both functional and scalable, allowing for easy replication in future locations with minimal adjustments. I oversaw the construction process, ensuring that the space was optimized for a seamless customer experience, with an emphasis on reducing lead times and making the ordering process as quick and efficient as possible. Positioning the restaurant at a strategic location in the mall’s food court, close to the main entrance, was a key decision that contributed to the brand’s successful launch. However, the overwhelming response presented an unexpected challenge: the volume of orders exceeded our expectations, necessitating immediate improvements to customer service procedures and internal operations to maintain a high standard of service. As this was the first restaurant of its kind, we prioritized gathering feedback from our initial customers. This real-time input was invaluable in refining our operations and ensuring that the concept could be successfully scaled to additional locations.
Lucila's Alajores | United States
Digital Marketing Strategy
Lucila’s Alfajores, a premium brand of homemade alfajores based in Chicago, Illinois, set out to introduce a beloved Argentinian dessert to the U.S. market. Given the competitive landscape filled with a variety of dessert options, promoting a traditional pastry from another country presented a unique challenge. The brand aimed to communicate the rich history and traditions of Argentina that are woven into every alfajor, making it more than just a dessert—it’s a piece of cultural heritage. I collaborated closely with the client and a professional photographer to capture not only the allure of the alfajores but also the story of Lucila, the brand’s founder. Our goal was to position the alfajores as a premium, handcrafted delight, appealing to those looking for an authentic, homemade treat. The communication strategy focused on what sets Lucila’s Alfajores apart from other dessert options available in supermarkets, emphasizing the homemade quality and the love baked into each piece. To grow the brand’s reach, we developed targeted social media marketing campaigns aimed at both the local market in Chicago and the broader national audience in the U.S., where the alfajores could be shipped. The messaging was crafted to entice first-time customers to try the product, emphasizing the uniqueness of alfajores and encouraging them to experience this delightful treat. The campaigns were highly successful, significantly increasing brand visibility and customer engagement. Additionally, we implemented trust badges on the online store, which played a crucial role in building customer confidence during the purchase process. This not only enhanced the user experience but also improved conversion rates, contributing to the overall success of the brand’s online presence.
Expreso Lo Bruno | Argentina
Brand strategy and identity enhancement
Expreso Lo Bruno, a leading logistics company with a strong presence across Argentina, provides logistics services for individuals as well as small and large businesses. While most competitors in the logistics industry focus on offering the best price or the fastest delivery, the true strength of Expreso Lo Bruno lies in its people. Customers consistently appreciate the way the team handles each shipment with the care and attention they would give their own packages, making it clear that this was the brand’s most valuable asset. After serving as the National Marketing Manager for the company, I identified this unique advantage and recognized the need to communicate it effectively to new prospects. The challenge was to make this core value a central part of the brand’s identity and messaging. I developed a comprehensive communication strategy that would highlight this advantage, not just in promotional materials, but as an integral part of the brand’s overall identity. This led to the creation of brand medallions—versatile emblems that could be adapted across various contexts. The medallions feature the company’s logo alongside the phrase “Tus envíos, en buenas manos” (“Your shipments in good hands”), perfectly encapsulating the brand’s promise in a quick, simple, and effective way. This strategy has since been rolled out nationwide, appearing on the company’s trucks, vehicles, signage, website, and even within customer service protocols. By communicating the company’s strongest asset—its people—we reinforced Expreso Lo Bruno’s commitment to exceptional service, building trust and loyalty among customers.
Izumi Sushi | Argentina
Marketing management and strategic market expansion
Izumi Sushi, a premium sushi brand in Argentina, is renowned for offering an exceptional dining experience to its customers. Although the brand was already well-positioned in the local market, they aimed to enhance their presence to reach more potential customers, especially first-time sushi consumers, and to entice them with the brand’s diverse offerings. The objective was to communicate the innovative, premium options available, highlight weekly promotions, and showcase the carefully designed ambiance of each restaurant, ensuring an enjoyable dining experience. As the Marketing Manager, I led the overall marketing strategy, content creation, and product photography to effectively convey these messages. My role involved not only promoting the brand’s core values but also developing a comprehensive loyalty program aimed at rewarding frequent customers with exclusive discounts, as well as creating a gift card system to drive customer retention. In addition to these initiatives, I played a key role in the planning and design of a fast food sushi restaurant concept. This project included designing the store layout, curating the product offerings, and establishing the operational procedures. The concept was successfully implemented with the opening of Izumi’s first fast food sushi restaurant, further expanding the brand’s reach and appeal.