The context: Con Criterio was built

The context: Con Criterio was built as a new brand to sponsor "Tenemos que Hablar," a positioning campaign centred on a series of economic forums. Each forum needed its own visual identity, distinct enough to stand on its own, but clearly part of the same overarching campaign.

My role: As part of my work with Cedetrabajo, I developed the individual graphic lines for each economic forum under this campaign, translating each forum's specific topic into its own visual language while keeping every line rooted in Con Criterio's core brand identity.

What I did:

Designed distinct graphic lines for multiple forums within a single unified campaign

Balanced individual visual identity per forum with overall brand consistency

Built a scalable visual approach that could extend to future forums under the same campaign umbrella