Búsqueda del presente – Living in the Moment
Overview
Vélez, Colombia’s leather and accessories brand, launched “La búsqueda del presente” in March 2022, a campaign that invites people to live in the present, celebrate human connection, and embrace a more conscious way of dressing. 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 turn an abstract idea, being present, into a message people could feel and see in the product. The campaign welcomed body diversity and connected the collection of garments, bags, shoes, boots, and handcrafted leather accessories to a more mindful, sustainable view of fashion. The result was one consistent voice across web, social, and store.
Categories
Brand Campaign
Branding
Date
Client
Vélez - Presente
Team
Juliana Ocampo, Juliana Gómez, Cristina Góez, Claudia Acosta & Ana Lucía Mejía | Styling: Ángela Jaramillo & Esteban Díaz
The Process
The Problem
Vélez needed a campaign that spoke about presence and connection without turning into a generic message, and that kept the brand’s craft and its leather products at the center.
01
Concept Development
Built the creative platform around the search for the present moment, linking human connection, body diversity, and conscious fashion.
02
Key Visual & Art Direction
Created the campaign key visual and visual language, bringing warmth and authenticity to the brand’s imagery.
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
Store Experience
Worked with visual merchandising to bring the campaign’s message into stores.
The Impact
A campaign that connected a human message with the product.
3
Core themes: human connection, body diversity, conscious fashion.
1
Consistent voice across web, social, and store
5
Product categories: garments, bags, shoes, boots, accessories
Búsqueda del presente – Living in the Moment
Overview
Vélez, Colombia’s leather and accessories brand, launched “La búsqueda del presente” in March 2022, a campaign that invites people to live in the present, celebrate human connection, and embrace a more conscious way of dressing. 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 turn an abstract idea, being present, into a message people could feel and see in the product. The campaign welcomed body diversity and connected the collection of garments, bags, shoes, boots, and handcrafted leather accessories to a more mindful, sustainable view of fashion. The result was one consistent voice across web, social, and store.
Categories
Brand Campaign
Branding
Date
Client
Vélez - Presente
Team
Juliana Ocampo, Juliana Gómez, Cristina Góez, Claudia Acosta & Ana Lucía Mejía | Styling: Ángela Jaramillo & Esteban Díaz
The Process
The Problem
Vélez needed a campaign that spoke about presence and connection without turning into a generic message, and that kept the brand’s craft and its leather products at the center.
01
Concept Development
Built the creative platform around the search for the present moment, linking human connection, body diversity, and conscious fashion.
02
Key Visual & Art Direction
Created the campaign key visual and visual language, bringing warmth and authenticity to the brand’s imagery.
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
Store Experience
Worked with visual merchandising to bring the campaign’s message into stores.
The Impact
A campaign that connected a human message with the product.
3
Core themes: human connection, body diversity, conscious fashion.
1
Consistent voice across web, social, and store
5
Product categories: garments, bags, shoes, boots, accessories
Búsqueda del presente – Living in the Moment
Overview
Vélez, Colombia’s leather and accessories brand, launched “La búsqueda del presente” in March 2022, a campaign that invites people to live in the present, celebrate human connection, and embrace a more conscious way of dressing. 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 turn an abstract idea, being present, into a message people could feel and see in the product. The campaign welcomed body diversity and connected the collection of garments, bags, shoes, boots, and handcrafted leather accessories to a more mindful, sustainable view of fashion. The result was one consistent voice across web, social, and store.
Categories
Brand Campaign
Branding
Date
Client
Vélez - Presente
Team
Juliana Ocampo, Juliana Gómez, Cristina Góez, Claudia Acosta & Ana Lucía Mejía | Styling: Ángela Jaramillo & Esteban Díaz
The Process
The Problem
Vélez needed a campaign that spoke about presence and connection without turning into a generic message, and that kept the brand’s craft and its leather products at the center.
01
Concept Development
Built the creative platform around the search for the present moment, linking human connection, body diversity, and conscious fashion.
02
Key Visual & Art Direction
Created the campaign key visual and visual language, bringing warmth and authenticity to the brand’s imagery.
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
Store Experience
Worked with visual merchandising to bring the campaign’s message into stores.
The Impact
A campaign that connected a human message with the product.
3
Core themes: human connection, body diversity, conscious fashion.
1
Consistent voice across web, social, and store
5
Product categories: garments, bags, shoes, boots, accessories
