Projects using Adobe Photoshop in ColombiaProjects using Adobe Photoshop in ColombiaThere are design decisions that don't come from the client. They come from within—and sometimes, that is exactly the problem.
The previous logo for Boroló Estudio had soul. It had pre-Columbian roots, a hand-drawn stroke, and an indigenous character. It evoked drums, authenticity, and the Chocó—one of the most biodiverse and culturally rich regions in Colombia, a land of jungle, rivers, and a visual identity unlike any other. I loved it. And precisely because of that, I failed to evaluate the challenges the logo would face on real-world platforms: on a website, as an Instagram avatar, or in digital spaces.
The redesign wasn't about letting go of the logo. It was about letting go of the attachment.
The problem wasn't aesthetic—it was one of coherence. The studio’s brand had evolved, but the logo hadn't. A composition with too many elements in tension made the icon struggle to be memorable; what people saw didn't connect with who Boroló truly is.
The new system retains the bird—now geometric, set in negative space within the icon. The inner container references the studio’s actual architectural blueprint: the diagonal of the cyclorama ceiling and the two zones of the space. The brackets refer to photographic framing. No layer imposes itself over the other—they are discovered.
The result is a versatile system: imagotype, vertical logo, and wordmark. It works on a sticker, a billboard, an avatar, or a website. It scales without losing its identity.
Redesigning doesn't mean the initial design was bad. It means communication needed to evolve. And from that point of view, the change isn't a correction—it’s a decision. Domaine des Etangs – Hospitality Ad Concept
Most luxury hotel ads sell you the same thing: infinity pools, drone shots, and polished staff smiling at reception. I wanted to take the complete opposite route.
Built this concept for Domaine des Etangs as a portfolio piece to explore what ultra-luxury travel ads look like when you strip out the corporate five-star noise. Instead of selling amenities, the creatives sell silence and mental space — stone walls, mossy estate grounds, gallery interiors, and that unhurried French "Art de Vivre."
The motion piece leans into quiet cinematic pacing, paired with an unexpected casual iMessage overlay hinting at an impulsive romantic escape. Editorial serifs, warm daylight, and generous negative space let the chateau breathe without screaming for attention.
Turns out, true quiet luxury doesn’t need a hard sell – the stillness does the heavy lifting. 
