Social media
Read time:
3 min
Client:
Induban
Industry:
food and beverage
Start:
End:
Duration:
2 years 3 months
For three years, I worked as the lead designer for Café Santo Domingo, the leading coffee brand in the Dominican Republic, within the Liquid agency. I served as art director for their social media content and key graphic pieces, contributing to digital campaigns across their four main lines: Café Santo Domingo products, Santo Domingo Café shops, the premium Gran Origen line, and their Amazon USA store. My role combined creativity, visual direction, and strategic adaptation for different media and audiences.
Key visuals
As Brand Designer, I led the conceptualization and design of key visuals across multiple campaigns, adapting them for a range of platforms including social media, print, in-store signage, and outdoor advertising. I collaborated closely with the marketing team to ensure each campaign was strategically aligned, visually consistent, and effective across different touchpoints and audiences.
Seasonal drinks
For Café Santo Domingo Café, I developed social media assets to promote seasonal drinks, working from provided photography. I created distinct visual identities for each beverage, using color, composition, and photo manipulation to reflect the mood and tones of each season. Through color grading and styling, I crafted visuals that not only enhanced the appeal of the drinks but also conveyed a strong seasonal atmosphere—ranging from fresh summer and spring themes to festive Christmas and Dominican Independence Day campaigns.
Premium brand Gran origen
I worked on a campaign to promote Café Santo Domingo’s premium line, Gran Origen, developing visual assets for both social media and motion ads. The work focused on elevating the perception of the product through refined art direction, highlighting its quality and origin while maintaining consistency with the brand’s premium positioning across digital platforms.
Amazon storefront
As the brand expanded into the U.S. market through Amazon, I designed visual assets for their Amazon storefront as well as supporting social media campaigns. The goal was to clearly communicate product availability while maintaining brand consistency, creating engaging visuals that drove awareness and directed audiences to purchase through Amazon.
