After years at global firms like Accenture and Gensler, I now work independently with brands and agencies in the USA and LATAM.
SELECTED PROJECTS
Project 03
BRAND & EXPERIENCE STRATEGY
Hospitality | Mexico | 2026
Project 04
CX AUDIT
Travel | Mexico | 2023
Project 05
BRAND MUSEUM DESIGN
Culture | USA | 2024
Project 06
BRAND & EXPERIENCE STRATEGY
F&B Retail | Mexico | 2026
Project 02
BRAND & EXPERIENCE STRATEGY
Wellness | Confidential |2025
Project 01
STORE EXPERIENCE STRATEGY
Retail | Panama | 2024
Alila by Hyatt
Project 08
BRAND STRATEGY & NAMING
Hospitality | USA | 2025
Project 07
PLATFORM & SYSTEM DESIGN
Philanthropy | USA | 2023
Project 09
MIXED USE BRAND STRATEGY
Real Estate | USA | 2025
01
RETAIL
2024
FLAGSHIP EXPERIENCE STRATEGY
A home-improvement retailer sets off to completely reimagine its store experience as part of a bold repositioning strategy.
02
WELLNESS
2025
BRAND & EXPERIENCE STRATEGY
Opening in 2026, this immersive contrast therapy center aims to raise the bar for transformative wellness.
03
HOSPITALITY
2026
BRAND & EXPERIENCE STRATEGY
Alila - a Hyatt brand - debuts in Latin America with its first Mexican property, bringing its ethos of wellbeing and mindful luxury to the shores of the Yucatan Peninsula.
04
TRAVEL
2023
CX AUDIT
An airline company pursues an IT transformation to redefine its CX. Journey mapping revealed a clear picture of the current experience and laid the foundation for the redesign.
05
CULTURE
2024
BRAND MUSEUM DESIGN
An iconic consumer brand seizes the opportunity to relocate its archives, turning part of the collection into a museum-like brand experience for employees and visitors alike.
06
F&B RETAIL
2026
BRAND & EXPERIENCE STRATEGY
A beloved ice cream brand confronts the gap between its premium product and its store presence, redefining its identity and reimagining the customer experience from the ground up.
07
PHILANTHROPY
2023
PLATFORM & SYSTEM DESIGN
A global philanthropic foundation seeks to leverage their digital programs to drive development for the world’s most vulnerable populations.
08
HOSPITALITY
2025
BRAND STRATEGY & NAMING
Reimagining a historic Nashville landmark as the soulful heartbeat of downtown — a tribute to the city’s craft, culture, and creative spirit.
09
REAL ESTATE
2025
Defining a new model of suburban life for the Atlanta metro—an integrated mixed-use destination where retail, dining, wellness, and hospitality weave into a local-yet-cosmopolitan experience.
MIXED USE DEV. BRAND STRATEGY