Digital campaigns
Paid Ads
Web assets
Print & physical brand applications
CAT Footwear Mexico
Digital Campaigns & Brand System Execution
Since 2019, I worked as a Senior Digital Designer for CAT Footwear Mexico, developing and executing multi-channel campaigns while ensuring brand consistency across digital and physical touchpoints.
My role went beyond visual execution: I translated ambiguous briefs, simplified complex references, and adapted global brand assets into scalable systems that worked across platforms, formats, and timelines.
Industry
Lifestyle & fashion Footwear
My role
Senior Digital Designer
The Challenge
CAT Footwear Mexico required consistent, high-quality visual communication across multiple channels, including:
- Social media
- Paid advertising
- Website banners
- Print materials
- Physical brand experiences
Key challenges included:
- Incomplete or ambiguous briefs
- Complex visual references not always feasible for execution
- High volume of assets with tight deadlines
- The need to maintain strong brand coherence across very different formats
The core problem was not “designing assets,” but translating strategic intent into a functional, adaptable visual system..
My role & approach
Strategic Brief Interpretation
Rather than executing instructions literally, I analyzed each brief to understand the underlying communication goal, identifying gaps and assumptions when information was missing.
Simplifying Complex References When references (especially for motion or video) were overly complex or unrealistic, I translated them into clear, executable visual solutions aligned with brand guidelines.
Multi-format System Thinking
Each campaign was designed as a system, ensuring visual consistency across:
- Digital formats
- Paid media
- Web assets
- Physical and printed materials
Design process
Brief
analysis
Reviewed objectives, constraints, and missing information to clarify the real problem to solve.
Visual Decision Making
Defined hierarchy, typography, color usage, and graphic elements based on platform and communication goals.
Reference translation
Adapted complex visual inspiration into scalable and production-ready assets.
Multi-channel execution
Designed and delivered assets across digital, web, print, and physical environments.
Collaboration & iteration
Worked closely with marketing teams to align visuals with campaign objectives and timelines.
Highlighted Project:
100th Anniversary Campaign
To celebrate CAT Footwear’s 100th anniversary,
I contributed to a large-scale, multi-media campaign.
Deliverables included:
- Digital campaign assets
- Printed materials
- Photowall designs
- Embroidered patches
- Menus and branded physical elements
Key Challenge:
Maintaining a cohesive visual identity across digital and physical experiences.
Outcome:
A unified brand presence that reinforced the campaign narrative across all touchpoints.
