The context
01
FUD is a brand that was born to redefine the category of pet’s food by bringing a better nutritional value to pet’s diet free from grains and harmful ingredients that may cause them digestive problems in the long run.
The problem
02
A diet alternative to traditional dry pet food has never been considered before. The market is accustomed to purchasing kibble, and changing the diet involves an extra-effort because, they will need a transition period and also thorough research beforehand to take the plunge.
The role
03
Changing the perception of what is understood about pet nutrition.
Brand idea
04
Fud, real feeders.
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Still work in progress but, happy to share the progression and show you more final artworks.
Research & Diagnostic
01
Comprehensive search for insights to shed light on the brand proposition. Starting with a focus group to determine the main market learnings towards the category, up to a diagnosis of the environment at both macro and micro levels.
Brand Platform
02
Crafting the brand narrative and positioning. Starting from the brand principles, the values it should project, and the brand idea.
Design
03
Creation of the brand’s naming and visual codes and graphic lines that reflect the value proposition. Special emphasis was placed on the color scheme and typography, which had to convey a simple and straightforward design.
The project was divided in three phases. Even my dedication was focused on the first two, I also took part on the third guiding the design meeting the objectives.
Strategy is in fact all around this project but, barely explainable on one page. Some deliveries are still in progress.
The context
01
TherapySide is an online therapy platform that needs to enhance its awareness in Spain overall but especially among young people. They need a PR action to boost their visibility against the various players that have emerged in recent years.
The problem
02
The social conversation about mental health has finally normalized, but the excess of media noise and overtalking about the topic may reduce the effectiveness of the messages.
The insight
03
Talking about mental health is fine, but what's important is making the decision.
The idea
04
The cube
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I did the Research to extract learnings & strategy developing to impulse the idea.
The problem
01
FLC need to increase its awareness as they’ve lost it amongst its targets in Spain. In addition, FLC worked on the ’22 digital strategy different territories to impact and attract a younger profile but, they still haven’t hit the spot to be relevant for them.
The insight
02
Old generations tend to think theirs are better than younger ones and create their own opinion states around them. To label them is to reduce the opportunities to improve.
The concept
03
Diario colectivo de un cambio.
The strategy
04
To revert the stigmas around young people by bringing to light their thoughts and feelings.
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I worked alongside the creative team during the process to give them a strategic POV & Research outputs.
The problem
01
There was a lack of awareness about the importance of the non-paid taxes from wealth people as a source of income to preserve the welfare society.
The insight
02
There are certain relationships and social roles that we shouldn't continue perpetuating if we want to progress as a society.
The concept
03
Tax the rich.
The strategy
04
To provoke a social conversation revolving around the selfishness of large fortunes in evading social responsibilities.
In this project my contribution was the insight & the concept. it became my roman empire for 5 days.
The campaign was launched in Spain. We are now working to adapt the concept to Latinoamerica.
The campaign served as the Hero content of the digital content plan strategy. However, it was also extended to Out-of-Home (OOH) advertising in the major cities of Spain.
The context
01
Badoo underwent a repositioning to present itself as an honest and transparent dating app. In 2021, the brand decided to launch a campaign (Badoo Hotline) addressing the importance of mental health at a time when this conversation is beginning to gain relevance, but they didn't achieve the desired impact with the campaign. They need an idea to amplify the campaign and also to improve the app's penetration among the female audience.
The problem
02
The usage of dating apps among the male audience doubles the usage rate (3M vs 1M) compared to women, who don't use them as much due to various factors, including the low sense of security they feel when meeting someone through the app.
The insight
03
People (specially women) on first dates pre-judge as they have chatted before they meet but also they feel more insecure at first sight.
The concept
04
Vali · Date
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Been in the whole process but mostly in insighting exercise for the two features.
App experience: Vali-date, a feature that served to verify that the date had gone well. Three alerts would be sent to ensure that the date was progressing as it should. If there was no response by the third alert, the app would automatically contact emergency services, which we requested beforehand.
