Selected Work

A fashion e-commerce brand built for a retail-first era facing consumer behavior shifts — declining transactional engagement, rising acquisition costs, and a brand identity that felt product-first rather than culture-first.

Pivot the brand model from retail to media-commerce. Reposition Poupette as a curated editorial platform where content drives discovery and trust, and commerce follows naturally. Separate identity from product dependence.

Complete brand system built from scratch — visual identity, naming, tone of voice, and editorial direction. Currently developing the content and monetization layer: curated product strategy, affiliate architecture, and the editorial framework that converts audience into revenue.

Brand identity completed. Content strategy and monetization infrastructure in active development — the next phase that connects the editorial positioning to commercial output.

Digital library concept with no existing brand presence, no product architecture, and no defined user experience — starting from zero in a market dominated by major platforms.

Build a distinct editorial identity that competes on curation and aesthetics rather than volume. Position Trazzos as a premium discovery platform for readers who care about what they choose to read.

Full brand system from naming through launch — visual identity, product categorization framework, conversion-oriented UX, and a content architecture that supports both discovery and direct purchase. Built and shipped end-to-end.

Scalable product architecture designed for curated discovery and D2C sales. Brand consistency across all touchpoints. UX optimized for session depth and conversion. Editorial positioning that differentiates from commodity library platforms.

Established brand with an e-commerce experience that wasn't converting at its potential — fragmented visual identity, weak product hierarchy, and hero content that failed to communicate premium positioning.

Full UX and visual audit. Identify conversion friction points, product discovery gaps, and brand perception misalignment. Redesign for emotional impact first, then purchase intent.

Led visual direction and UX strategy in collaboration with the agency and development team. Delivered a refined visual identity system, optimized product hierarchy, and high-impact editorial hero content. Improved navigational clarity and purchase flow across the full site.

The year-end campaign following the redesign became the brand's best historical sales period — driven by stronger visual hierarchy, premium brand positioning, and the editorial content system delivered during the project.

A family bakery operating since 1974, managing sales manually — no digital inventory, no electronic billing compliance with SUNAT, and no scalable point-of-sale infrastructure. Full SUNAT compliance was legally required.

Build a purpose-specific POS system from zero — not adapted from a generic template, but architected exactly for this business's operational flow. Integrate SUNAT electronic billing natively so compliance is automatic, not an afterthought.

Designed and built every layer of the system: database architecture, PHP 8 backend, JavaScript frontend, custom UI/UX with the brand's visual identity, SUNAT electronic billing API integration, Bluetooth thermal printing, and secure token authentication.

Full SUNAT compliance achieved — boletas and facturas electrónicas issued directly from the point of sale without interrupting daily operations. Real-time inventory tracking and daily/monthly sales reporting. Business operating digitally for the first time in 50+ years of history. Zero downtime since deployment.