The Challenge

I joined LALO during the development of See New, where the challenge was to turn a new campaign platform into a cohesive brand system. Working alongside Creative Director Antonio Navas, I helped translate the vision into a scalable visual language — one built to hold together across every touchpoint a customer might encounter, not just the hero shots

01

The Insight

LALO's real advantage was never a famous name. It was authenticity. The tequila was made in Mexico, owned by Mexicans, by people who'd spent their lives making it — and the visual system needed to earn that claim rather than just state it. That shifted the direction toward contemporary Mexico itself: its architecture, fashion, art, food, music. Rooted, not nostalgic.

02

The Discovery

Together, we turned See New from a single campaign into a flexible creative system. Antonio led the campaign concept; I defined and expanded the visual language underneath it — establishing how the brand would hold together across photography, retail, experiential, digital, merchandise, and sales materials, so nothing shipped that looked like it came from a different brand.

03

The Strategy

I led the visual execution of the inaugural See New campaign — hero image selection, campaign layouts, retail displays, sales materials, window graphics, merchandise, menus, point-of-sale, seasonal extensions. As each new campaign launched, I kept evolving the system so every touchpoint still felt unmistakably LALO, without ever needing to start from zero.

04

The Execution

Over the following year and a half, the system stretched across new product launches, seasonal campaigns, retail activations, and experiential events. The discipline was in what we didn't do: rather than reinventing the brand every time there was something new to say, we kept strengthening one visual language and let it carry the weight.

05

The Evolution

The system I built became the foundation for how LALO talks to its customers, and it outlived my time on the account. It carried the brand through a period of rapid growth and held largely intact through the company's acquisition. Years later, LALO is still running on the same visual language.

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