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El Loco Amor — Building a Visual Universe for Gen Z Dating TV
Expanding the Format
The creative work grew from within the format itself.
I developed new games, situations and content opportunities, thinking about what could happen inside each space and how the environment itself could generate storytelling rather than simply decorate it.
The different areas became more than functional corners. Each one was designed with its own purpose, energy and potential role in the narrative: spaces to meet, flirt, talk, play, reveal information, create tension, capture memories or generate short-form social content.
Building the Visual World
From that strategic foundation, I developed the visual direction.
The universe combined Neo-Memphis, Retro Pop, Boho-Urban and Art Pop, transforming the set into an emotional gallery-meets-pop home: colourful, excessive, playful and designed to be instantly recognisable and shareable.
Neon, tactile textures, handwritten messages, hearts, photography, vegetation, saturated colour and expressive objects became part of the format's language—not simply decoration.
One Idea Across Every Touchpoint
The graphic identity followed the same principle. It needed to be modular and expressive, capable of moving naturally between television screens, vertical video, social media and physical applications.
The creative rule was controlled chaos: layering, movement, romantic-pop symbols and visual elements entering the frame almost as if they belonged to an app interface.
The Result
The result was a proposal in which format development, games, set design, visual identity and social content all came from one creative idea.
The goal was never simply to build a set around a television programme. It was to explore what creative direction could add to the format itself: more world, more situations, more storytelling and more possibilities for content.
I received an idea. I stepped inside it, challenged it and expanded it into a complete creative universe.
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I just finalised a brand evolution and website migration for Virtuoso.
500+ CMS items and 150+ static pages moved from Webflow to Framer.
Alongside that, I helped shape the brand across web, campaigns, product and motion.
The impact:
• Helped shift 80% outbound to 80% inbound
• Built a clearer and more consistent brand presence
• Made a complex AI product easier to understand, trust and buy
I’ve been working with Virtuoso as their design partner on a monthly retainer, helping the brand evolve as the company grows.
500+ CMS items is not a small migration, that's the kind of project that eats weeks just in QA. What almost went wrong during the Webflow to Framer move?
Falling for my own design. Red flag or perfect match?
A closer look at the Amorado mark, combining a heart, a tornado and an arrow in one simple symbol.
A fictional identity concept made just for fun
Breaking the mark down into its three building blocks like that is a great way to show the logic without just saying "trust me it means something." Did the heart or the tornado come first, or did it only click once all three were together?