Guillermo Carvajal
Creative Direction for Startups | From Positioning to Visual
Alpina, a historic food brand, had built multiple disconnected websites that functioned as information repositories rather than experiences. I led concept development, strategy, art direction, and UX design to create Deliverso Alpina, a Spanish wordplay between delicioso and universo: a unified digital universe where the brand's products, content, ecommerce, and nutritional information live together. AI accelerated the exploration of creative directions, testing landscapes and product ecosystems until the concept became one clear, consistent universe across the full digital ecosystem.
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Most beauty brands still sell the same promise: looking attractive. KIND needed a campaign that reflected who modern women actually are, beyond appearance. I developed a campaign platform positioning KIND around identity, values, and impact: kind to skin, kind to animals, kind to the planet. AI accelerated exploration of the visual language, testing lighting, framing, casting, and character direction until the imagery felt authentic and human rather than polished and posed, defining a style built on personality instead of traditional beauty perfection.
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MetroMap provides aerial imagery and 3D terrain models used to measure and plan construction projects. I led the rebrand: developing brand strategy, designing the new logo, and creating AI-generated imagery to support the brand's visual identity. The goal was a brand that felt as precise and modern as the technology behind the platform itself, giving MetroMap a professional, trustworthy identity to match the accuracy of its data.
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Valhalla is an AI-powered mining exploration platform that identifies high-potential mineral deposits in untapped geological data. I built the brand from scratch: strategy, visual identity, AI-generated visuals, web design, and presentation design. The logo draws on the gabled roofline of Norse halls, forming a V shape that nods to Valhalla as a great hall and subtly alludes to a Viking face rather than depicting one literally. The same shape doubles as a marker, echoing a target point in mineral exploration, tying the brand's mythology directly to what the platform actually does.
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