I joined during development of See New, working alongside Antonio — pulling references, building mockups, finding the visual language. Antonio led the campaign concept; I built and expanded the visual system that carried it across photography, retail, merchandise, and every seasonal campaign after.
LALO had real momentum from one fact: one of its founders is connected to a well-known tequila lineage. But the brand didn't want to be known for someone else's name. So we shifted the whole positioning toward independence — 100% Mexican-owned, Mexican-made, unapologetically luxury.
The founders had been making this tequila for themselves, quietly, for years before deciding to share it. Instead of launching five or six bottles the way most brands do, they picked one: Blanco — no aging, just three ingredients, built for a clean taste. That idea — something old, done differently, done better — became the spine of See New, carried into every campaign after.
I was let go from the account a few months before LALO was acquired, as part of a broader team reduction ahead of the sale. Years later, LALO is still running on the same visual system I helped build.
Creative Direction: Antonio Navas
The Challenge
The first job wasn't a logo — it was scaffolding. See New needed a visual grammar sturdy enough to carry years of future campaigns without cracking under its own growth.01
The Insight
The strongest material we had wasn't a story to invent — it was one already true: made in Mexico, owned by Mexicans, by people who'd spent their lives perfecting it. The system's job was just to make that visible.02
The Discovery
Antonio shaped where the campaign was going. I shaped what it looked like getting there — photography direction, retail standards, how the brand held together across a hundred different formats and touchpoints.03
The Strategy
Every touchpoint had to pass the same test: could someone recognize LALO from across a room, even without the bottle in frame? Hero imagery, retail displays, merchandise, point-of-sale — all built to that standard.04
The Execution
A year and a half in, the system was strong enough that new campaigns didn't need reinvention — just extension. Seasonal launches, retail activations, experiential events all ran on the same visual bones.05
The Evolution
The system outlived my time on the account, carried the brand through an acquisition, and LALO still runs on it today.06
