### A Contemporary Reinterpretation of Argentine Café Culture in New York

Brand identity for EL PATIO, a New York coffee brand that reinterprets Argentine café culture through attitude and gesture rather than obvious symbolism. The project focused on translating tradition — not replicating it. Instead of decoration, we focused on behavior; instead of symbols, on gesture. The primary icon draws from a plastic produce crate turned upside down into a table — functional, unpretentious, intentional. The visual system pairs clean typography (Royale Couture + Andale Mono) with a warm, grounded palette of deep burgundy, muted teal, and confident coral. The identity extends across storefronts, packaging, merchandise, and printed materials, positioning EL PATIO as a cultural intersection between Argentina and New York.

### A Brand Built on Recovery, Focus & Growth

Designed a calming and empowering visual identity for Yoga Arts, a yoga space centered on recovery, focus, and growth. The brand targets people looking for more than flexibility — those after clarity, physical recovery, and performance through yoga. While primarily aimed at women, the visual language was designed to feel inclusive and welcoming to all. The palette combines earthy neutrals and oceanic blues to create a soft yet strong aesthetic — grounded, modern, and approachable. Typography uses clean, rounded sans serif fonts that echo breath, rhythm, and ease of movement. Imagery features real people in movement, highlighting strength, flexibility, mindfulness, and community. The tone throughout is clear, elevated, and restorative.

### Helping Heroes: An eCommerce Response to Covid-19

Designed and implemented an eCommerce platform for Parmigiani Fleurier's "Helping Heroes" program in North America, launched in 2020 in response to the Covid-19 crisis. The initiative supported healthcare institutions and independent retailers who had consistently championed the brand. The platform enabled retail partners to work from home while shifting product availability, shipments, and logistics responsibilities to the Parmigiani Fleurier team. The design maintained the brand's luxury positioning — clean, elegant, and aligned with the high-end boutique experience.

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