Led a 180-template Retail & E-commerce campaign for Canva Philippines, including IG posts & stories, TikTok live backgrounds, e-commerce banners, and tarpaulins & posters.

We introduced two new doctypes to the local library, starting from one insight: tarpaulins and banners are everywhere in Filipino retail (market stalls, store openings, roadside sales), and Canva didn't have a dedicated template for them.

Five design styles. 180 templates. One goal.

The insight about tarpaulins and roadside banners having no dedicated Canva template despite being everywhere in Filipino retail is exactly the kind of local gap that's easy to miss from outside the market. Smart to build the doctypes around that instead of just localizing existing layouts.

Less than 8 hours. One clear direction. Great branding isn't about exploring hundreds of ideas. It's about making the right decisions early. This concept went from brief to creative direction in less than 8 hours. After 15+ years, I've learned that speed comes from clarity, not shortcuts. That's what I enjoy most: helping founders find the right direction before a single pixel is refined. Here's how I usually approach a new brand: 1. Understand the vision Align with the founder's goals, audience and what the brand needs to communicate. 2. Define the right creative territory Identify the strongest references and establish a clear visual direction before designing. 3. Explore the identity Develop logo concepts, typography and the visual language until the strongest solution emerges. 4. Build a cohesive brand direction Turn that vision into a creative system that can grow into a complete brand experience. How do you approach the first stage of a branding project? I'm currently available for brand identity, creative direction, web design & development. Open to: • Full-time remote roles • Long-term freelance collaborations • Direct client projects

The idea that speed comes from clarity lands, especially with a full direction built in under eight hours. Which early decision removed the most unnecessary exploration from this concept?