Vélez, Colombia’s leather and accessories brand, launched its new sports line, Fly Up, and entered the Puerto Rico market with “Todo desde el alma”, a campaign built on one idea: do everything from the soul. As Brand Coordinator and designer, I led the campaign from concept development to key visual, landing page, web and digital pieces, social media adaptations, and collaboration with visual merchandising.

The challenge was to introduce a Colombian brand to a new audience as Premium Luxury Artesanal, and to make a sports line feel true to its craft heritage. We built a funnel-based strategy where each stage had its own communication axis, so the brand’s essence (Colombian origin, craftsmanship, expertise) was reinforced from first awareness to purchase decision. The result was one voice across web, social, and store, from the manifesto to the product.