The Challenge

I joined LALO during the development of SEE NEW, where the challenge was to transform a new campaign platform into a cohesive brand system. Working alongside Creative Director Antonio Navas, we brought the vision to life by creating a scalable visual language that could live consistently across every customer touchpoint.

01

The Insight

As the work evolved, we realized LALO's greatest advantage wasn't its connection to Don Julio—it was its authenticity. LALO was made in Mexico, owned by Mexicans, and built by lifelong tequila makers. That insight shifted our focus toward celebrating contemporary Mexico through its architecture, fashion, art, food, music, and culture while remaining rooted in craftsmanship and simplicity.

02

The Discovery

Together, we transformed SEE NEW from a campaign into a flexible creative system. While Antonio led the campaign concept, I focused on defining and expanding the visual language—establishing how the brand would consistently appear across photography, retail, experiential, digital, merchandise, and sales materials.

03

The Strategy

I led the visual execution of the inaugural SEE NEW campaign, including hero image selection, campaign layouts, retail displays, sales materials, window graphics, merchandise, menus, point-of-sale, and seasonal campaign extensions. As new campaigns launched, I continued evolving the system to ensure every touchpoint felt unmistakably LALO.

04

The Execution

Over the following year and a half, the creative system expanded across new product launches, seasonal campaigns, retail activations, and experiential events. Rather than reinventing the brand with each campaign, we strengthened a single visual language that allowed LALO to grow with consistency and clarity.

05

The Evolution

The visual system became the foundation for LALO's customer-facing communications and continued to be used well beyond my involvement. It supported a period of rapid growth, remained largely intact through the company's partnership transition, and established a scalable creative foundation that continues to define the brand today.

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