New York-based creative director and designer with over two decades of experience in product/service design and branding.


Roca Patrón 

Campaign, Branding

Launch campaign look & feel for the new premium tequila Roca Patrón, made using traditional methods at a hacienda in Jalisco, Mexico.

I built the visual system as an evolution of the original Patrón brand, keeping much of the typography intact with a few nuances, and a similar yet elevated approach to the product photography. The most significant changes were the introduction of a brand new color palette, and a more human and process-focused photographic style.