EL BUHO MEZCAL

DESIGN & BRANDING DIRECTOR NY - OAXACA MEXICO 2019–2022

In my position as the Design Director, I was tasked with implementing a comprehensive re-branding for El Buho Mezcal brand. This included a deep dive and analysis of current brand assets and a full redesigning and development of new visual brand identity, voice, and educational materials in print and digital. The scope of work was quite involved and required my entire skill set of which my ability to communicate in Spanish and travel between NYC and Oaxaca was essential. In addition to designing and producing the visual content, I was responsible for populating and managing all social platforms for the brand. I worked closely with our partners in Mexico and participated in the design of the marketing strategies and communications. As the official agave spirits educator for the brand, I developed a curriculum to teach industry folks (food and bev) in the US about the rich history of the brands family producers, methods and culture. This included designing all materials that I used in my staff training. Also when acting as the facilitator, when traveling to Oaxaca to facilitate the proper interaction and connection with our USA guests to the world of mezcal, always making sure to respectfully interact and connect with our Mexican partners