Almas de fuego – Honoring Women’s Strength
Overview
Vélez, Colombia’s leather and accessories brand, launched “Alma de Fuego” in the first half of 2021, a collection and campaign inspired by women as life, magic, and intuition, with fire as a transforming element. As part of the Brand Communications team, I worked on the campaign concept, POP materials, brand activations, and digital and printed catalogs.
The challenge was to turn a feminine concept into a collection and a visual story that felt true to 35 years of leather craftsmanship. We built it around warm malted tones, organic textures, and desert landscapes, bringing jackets, belts, shoes, and bags in 100% leather into a world of light and strength. The campaign launched around Mother’s Day, positioning the collection as a gift for the women who sustain life.
Categories
Brand Campaign
Collection Launch
Date
Client
Vélez
Team
Laura Bolívar, Camila Ramírez, Claudia Acosta, Daniela García & Cristina Góez
The Process
The Problem
Vélez needed a seasonal campaign that honored women without falling into the typical Mother’s Day message, and that showed its craft heritage through the product itself.
01
Concept Development
Built the creative platform around “Alma de Fuego”: women as light and strength, and fire as a transforming force.
02
Visual Direction
Defined the visual language with warm earth tones, organic textures, and natural landscapes that let the leather take center stage.
03
Catalogs
Produced digital and printed catalogs that carried the concept from the screen to the hand.
04
POP & Brand Activations
Created POP materials and brand activations that brought the campaign into stores.
The Impact
35
Years of leather craftsmanship behind the collection
4+1
Lima stores plus online store at launch in Peru
100%
Leather pieces: jackets, belts, shoes, and accessories
Almas de fuego – Honoring Women’s Strength
Overview
Vélez, Colombia’s leather and accessories brand, launched “Alma de Fuego” in the first half of 2021, a collection and campaign inspired by women as life, magic, and intuition, with fire as a transforming element. As part of the Brand Communications team, I worked on the campaign concept, POP materials, brand activations, and digital and printed catalogs.
The challenge was to turn a feminine concept into a collection and a visual story that felt true to 35 years of leather craftsmanship. We built it around warm malted tones, organic textures, and desert landscapes, bringing jackets, belts, shoes, and bags in 100% leather into a world of light and strength. The campaign launched around Mother’s Day, positioning the collection as a gift for the women who sustain life.
Categories
Brand Campaign
Collection Launch
Date
Client
Vélez
Team
Laura Bolívar, Camila Ramírez, Claudia Acosta, Daniela García & Cristina Góez
The Process
The Problem
Vélez needed a seasonal campaign that honored women without falling into the typical Mother’s Day message, and that showed its craft heritage through the product itself.
01
Concept Development
Built the creative platform around “Alma de Fuego”: women as light and strength, and fire as a transforming force.
02
Visual Direction
Defined the visual language with warm earth tones, organic textures, and natural landscapes that let the leather take center stage.
03
Catalogs
Produced digital and printed catalogs that carried the concept from the screen to the hand.
04
POP & Brand Activations
Created POP materials and brand activations that brought the campaign into stores.
The Impact
35
Years of leather craftsmanship behind the collection
4+1
Lima stores plus online store at launch in Peru
100%
Leather pieces: jackets, belts, shoes, and accessories
Almas de fuego – Honoring Women’s Strength
Overview
Vélez, Colombia’s leather and accessories brand, launched “Alma de Fuego” in the first half of 2021, a collection and campaign inspired by women as life, magic, and intuition, with fire as a transforming element. As part of the Brand Communications team, I worked on the campaign concept, POP materials, brand activations, and digital and printed catalogs.
The challenge was to turn a feminine concept into a collection and a visual story that felt true to 35 years of leather craftsmanship. We built it around warm malted tones, organic textures, and desert landscapes, bringing jackets, belts, shoes, and bags in 100% leather into a world of light and strength. The campaign launched around Mother’s Day, positioning the collection as a gift for the women who sustain life.
Categories
Brand Campaign
Collection Launch
Date
Client
Vélez
Team
Laura Bolívar, Camila Ramírez, Claudia Acosta, Daniela García & Cristina Góez
The Process
The Problem
Vélez needed a seasonal campaign that honored women without falling into the typical Mother’s Day message, and that showed its craft heritage through the product itself.
01
Concept Development
Built the creative platform around “Alma de Fuego”: women as light and strength, and fire as a transforming force.
02
Visual Direction
Defined the visual language with warm earth tones, organic textures, and natural landscapes that let the leather take center stage.
03
Catalogs
Produced digital and printed catalogs that carried the concept from the screen to the hand.
04
POP & Brand Activations
Created POP materials and brand activations that brought the campaign into stores.
The Impact
35
Years of leather craftsmanship behind the collection
4+1
Lima stores plus online store at launch in Peru
100%
Leather pieces: jackets, belts, shoes, and accessories
