Work

Starbucks Secret Menu Campaign

Seasonal Campaign, Art Direction
Summer 2025

A marketing campaign developed to launch the Starbucks Secret Menu— an exclusive, digital-first experience featuring customer-favorite drink customizations. The campaign deliverables included a visual identity system, photography, email designs, mobile app cards, and a suite of digital and social marketing assets. The visual language was designed to feel socially native and intentionally scrappy, capturing the playful, DIY spirit of customer-generated creations. The Secret Menu creative drove record breaking engagement on app card and email, reaching 16M views and 5M clicks delivering a 29% CTR and the Secret Menu Contest sparked excitement across social platforms generating 990K unique registrations and 20K photo uploads, exceeding forecasts by 5x.

Nicholas Aguas Brand Expression

Art Direction, Brand Identity, Editorial Campaigns
2024 – 2025

In collaboration with the brand’s founder, the development and execution
of the visual identity was shaped to set creative expression across digital, editorial, and social platforms. End-to-end creative was led for product launches and seasonal campaigns, encompassing art direction for editorial photoshoots, casting, fashion styling, set design, and photo retouching.
Every touchpoint—from social and digital to retail—was crafted to maintain
a cohesive and elevated visual language that reflected the brand’s identity.

Starbucks Reserve Roastery Spring

Starbucks Reserve & Roasteries
(Seattle, SODO, Chicago, New York, Empire State Building)

Creative Direction, Installation Design, Seasonal Campaign
Spring 2025

A seasonal campaign celebrating the arrival of spring through immersive
in-store installations across Starbucks Reserve and Roastery locations. Inspired by new seasonal product offerings, the campaign translated flavor profiles into vibrant visual narratives celebrating coffee and craft. The deliverables included window displays, in-store signage, and bespoke large-scale installations unique to each location, creating a 360° retail experience that felt fresh, sensory-rich, and site-specific. Every touchpoint was designed to surprise and delight customers, transforming seasonal launches into elevated brand moments that deepened engagement and drove foot traffic.

Getty Museum Brand Refresh

Graphic Design, Brand Identity
Spring 2025

A design exploration to reimagine the brand identity of the Getty Museum—an iconic cultural institution in Los Angeles that holds personal significance. This passion project aimed to modernize the museum’s visual language while honoring its classical roots, architecture, and educational mission. The refreshed identity system explores typography, color, and layout with a contemporary lens, creating a more accessible, elevated, and modernized brand experience.

Starbucks Reserve Roastery Holiday

Starbucks Reserve & Roasteries
(Seattle, SODO, Chicago, New York, Empire State Building)

Creative Direction, Installation Design, Seasonal Campaign
Winter 2024

Around the holidays, we all experience a joyful shift as we’re reinvigorated with the magic of the season—and Starbucks Reserve® reflects that joy in all Roasteries and stores. This campaign drew inspiration from the festive spirit and seasonal beverage offerings, transforming retail spaces into immersive, magical destinations. Deliverables included window clings, in-store signage, and bespoke installations tailored to each location, alongside custom exhibition and display design. The result was a 360° retail experience that brought warmth, wonder, and holiday spirit to every customer touchpoint, while reinforcing Starbucks Reserve’s premium positioning.

Starbucks Holiday Gift Card

Graphic Design, Art Direction
Winter 2024

Designed to be both cheeky and universally giftable, this cheerful holiday gift card design for Starbucks features playful copy paired with a festive & warm Christmas visuals.—making it an easy, feel-good gesture for anyone on your list. The design focuses on bold, simple visuals and seasonal charm to create a lighthearted and memorable gifting moment.

Starbucks Fall Creative Expression

Art Direction, Seasonal Campaign
Fall 2023

This seasonal fall toolkit provides a comprehensive visual system designed to bring the brand’s autumn storytelling to life across multiple touchpoints. The toolkit features a curated seasonal color palette, custom pattern system, moodboards, visual pairings, layout inspiration, and guidance for applying seasonal assets consistently across in-store signage, product displays, digital platforms, social content, and environmental design. The final deliverable served as a flexible, brand-forward resource to align internal teams around a cohesive fall look and feel.

PSL’s 20th Anniversary

Graphic Design, Art Direction
Fall 2023

To commemorate the 20th anniversary of the iconic Pumpkin Spice Latte, a limited-edition enamel pin was gifted to celebrate Starbucks partners and their connection to this beloved beverage. The design honored two decades of PSL nostalgia with a playful, collectible pin that nods to the drink’s seasonal legacy and cultural impact. In addition, seasonal pumpkin graphics, window clings, and supplemental designs were created to visually activate and celebrate PSL season across stores.

Starbucks Rewards Logo Refresh

Graphic Design, Brand Identity
Summer 2022

A comprehensive refresh of the Starbucks Rewards logomark, updating all signage assets to align with newly established logo guidelines. This project spanned the entire retail experience—from entry moments to café zones and product displays—ensuring a cohesive, elevated visual language across all customer touchpoints. The work included reimagining typographic treatments, materials, and layouts to reflect the refined tone and craft-forward sensibility of the Starbucks Rewards program.

© 2025