Barbie by Vélez – A Limited-Edition Collab
Overview
Vélez, Colombia’s leather and accessories brand, partnered with Barbie to celebrate 60 years of her history with “Barbie by Vélez”, a limited-edition collection and campaign built around one idea: the best time to dream is now. 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.
Barbie was born to show girls they can be anything they want. Our challenge was to honor the girl who turned her dreams into reality, or is on her way, without losing Vélez’s own identity. The campaign was inspired by Latin American women who leave a mark through their passion, featuring Colombians Sofía Gómez, Caterine Ibargüen, and Johana Bahamón from sports and human rights. The collection of bags, shoes, accessories, and apparel was available from August to October 2019 across five countries, under the tagline #ElMomentoParaSoñarEsAhora.
Categories
Brand Campaign
Branding
Date
Client
Vélez - Barbie
Team
Laura Bolívar, Camila Ramírez, Claudia Acosta, David Escobar & Cristina Góez
The Process
The Problem
Two iconic brands, one shared story. Vélez needed a collection and a campaign that felt true to its craft and to Barbie’s world, and that could travel across five countries in a limited-edition window.
01
Concept Development
Built the creative direction around “the inner girl”: a tribute to dreams that connects Barbie’s 60 years with real women who made theirs come true.
02
Key Visual & Art Direction
Created the campaign key visual and visual language, balancing Vélez’s sophisticated look with Barbie’s color and playfulness.
03
Web, Digital & Social
Designed the landing page and digital pieces, and adapted the campaign across social media so the message stayed consistent on every screen.
04
Regional Rollout
Worked with visual merchandising to bring the collection into stores across Colombia, Peru, Guatemala, Costa Rica, and Panama.
The Impact
Limited-edition collab celebrating Barbie’s 60th anniversary.
5
Countries: Colombia, Peru, Guatemala, Costa Rica, Panama
4
Product categories: bags, shoes, accessories, apparel
3
Women ambassadors from sports, social impact, and freediving
Barbie by Vélez – A Limited-Edition Collab
Overview
Vélez, Colombia’s leather and accessories brand, partnered with Barbie to celebrate 60 years of her history with “Barbie by Vélez”, a limited-edition collection and campaign built around one idea: the best time to dream is now. 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.
Barbie was born to show girls they can be anything they want. Our challenge was to honor the girl who turned her dreams into reality, or is on her way, without losing Vélez’s own identity. The campaign was inspired by Latin American women who leave a mark through their passion, featuring Colombians Sofía Gómez, Caterine Ibargüen, and Johana Bahamón from sports and human rights. The collection of bags, shoes, accessories, and apparel was available from August to October 2019 across five countries, under the tagline #ElMomentoParaSoñarEsAhora.
Categories
Brand Campaign
Branding
Date
Client
Vélez - Barbie
Team
Laura Bolívar, Camila Ramírez, Claudia Acosta, David Escobar & Cristina Góez
The Process
The Problem
Two iconic brands, one shared story. Vélez needed a collection and a campaign that felt true to its craft and to Barbie’s world, and that could travel across five countries in a limited-edition window.
01
Concept Development
Built the creative direction around “the inner girl”: a tribute to dreams that connects Barbie’s 60 years with real women who made theirs come true.
02
Key Visual & Art Direction
Created the campaign key visual and visual language, balancing Vélez’s sophisticated look with Barbie’s color and playfulness.
03
Web, Digital & Social
Designed the landing page and digital pieces, and adapted the campaign across social media so the message stayed consistent on every screen.
04
Regional Rollout
Worked with visual merchandising to bring the collection into stores across Colombia, Peru, Guatemala, Costa Rica, and Panama.
The Impact
Limited-edition collab celebrating Barbie’s 60th anniversary.
5
Countries: Colombia, Peru, Guatemala, Costa Rica, Panama
4
Product categories: bags, shoes, accessories, apparel
3
Women ambassadors from sports, social impact, and freediving
Barbie by Vélez – A Limited-Edition Collab
Overview
Vélez, Colombia’s leather and accessories brand, partnered with Barbie to celebrate 60 years of her history with “Barbie by Vélez”, a limited-edition collection and campaign built around one idea: the best time to dream is now. 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.
Barbie was born to show girls they can be anything they want. Our challenge was to honor the girl who turned her dreams into reality, or is on her way, without losing Vélez’s own identity. The campaign was inspired by Latin American women who leave a mark through their passion, featuring Colombians Sofía Gómez, Caterine Ibargüen, and Johana Bahamón from sports and human rights. The collection of bags, shoes, accessories, and apparel was available from August to October 2019 across five countries, under the tagline #ElMomentoParaSoñarEsAhora.
Categories
Brand Campaign
Branding
Date
Client
Vélez - Barbie
Team
Laura Bolívar, Camila Ramírez, Claudia Acosta, David Escobar & Cristina Góez
The Process
The Problem
Two iconic brands, one shared story. Vélez needed a collection and a campaign that felt true to its craft and to Barbie’s world, and that could travel across five countries in a limited-edition window.
01
Concept Development
Built the creative direction around “the inner girl”: a tribute to dreams that connects Barbie’s 60 years with real women who made theirs come true.
02
Key Visual & Art Direction
Created the campaign key visual and visual language, balancing Vélez’s sophisticated look with Barbie’s color and playfulness.
03
Web, Digital & Social
Designed the landing page and digital pieces, and adapted the campaign across social media so the message stayed consistent on every screen.
04
Regional Rollout
Worked with visual merchandising to bring the collection into stores across Colombia, Peru, Guatemala, Costa Rica, and Panama.
The Impact
Limited-edition collab celebrating Barbie’s 60th anniversary.
5
Countries: Colombia, Peru, Guatemala, Costa Rica, Panama
4
Product categories: bags, shoes, accessories, apparel
3
Women ambassadors from sports, social impact, and freediving
