Foundations of Identity
My focus was to build a large-scale brand system and high-impact storytelling framework that powered platforms, events, messaging, and experiences—not just across digital, but in every neighborhoodI created a scalable brand framework designed to unify and support over 350 campaigns, live events and initiatives across every touchpoint—outdoor, print, social, digital, and more. This system brought clarity, consistency, and creative freedom—ensuring every execution stayed aligned while adapting to diverse formats and audiences. Below are selected samples from over 1200 assets created.
Strategic Framework
Building A Clear Branding
Created a unified brand narrative for events and platforms like Innova, StartUp Day, Entrepreneurs Week, and BA Investment, framing Buenos Aires as a city of transformation and opportunity.
Design Public Experiences
Developed multi-format campaigns—digital, experiential, and physical—that reached 20,000+ attendees in flagship events, and activated public-private collaborations with tech giants and accelerators.
Tell Innovation Stories
Highlighted Buenos Aires’ key assets—fintech growth, entrepreneurs' inclusive stories, available resources, smart city initiatives, and resilience—as drivers for economic recovery and global relevance.
A Catalyst for Growth
The City of Buenos Aires aimed to reposition itself as a global innovation hub—attracting investment, empowering entrepreneurs, and building public trust in its transformation. Despite macroeconomic setbacks, the city needed to create a cohesive narrative that blended resilience, opportunity, and technological progress.More than a political signal—it was about empowering the community with tools and vision to accelerate digital innovation and boost economic growth.
Strategy in Action
Innova Festival: Rebranded and scaled a flagship public event to engage 20,000+ participants, merging education, sustainability, and science into a vibrant citywide activation. Startup & Tech Activation: Led messaging and visual identity across programs supporting 13,000+ entrepreneurs—positioning Buenos Aires as Latin America’s 3rd largest innovation hub. Smart City Narrative: Unified communications around BA’s digital transformation—integrating transport innovation, digital ID systems, and sustainable infrastructure into a forward-facing brand. Partnership Development: Elevated city storytelling through strategic partnerships with EdgeConneX, Endeavor, and global institutions—aligning with international innovation standards.
Design, Storytelling, and Public Impact at Scale
70
Participants
Over 70k attendees joined our events and workshops in April 2017 alone—driving community momentum and real-time brand engagement.
97
Sessions & Workshops
We hosted over 100 seminars, classes, and training sessions—open to everyone in the city and designed to fuel inclusive innovation and learning.
21k
Online Pages Visited
In April 2017 alone, we reached 113,007 fans through online channels and generated 21,217 page visits—massive digital engagement in just one month.
12B+
Ecosystem Worth
Buenos Aires’ startup ecosystem soared to $12B—growing 164% between 2016 and 2017, according to BBVA.
