The Objective
Brand Redesign 2017
Client: The Objective Media
Madrid, Spain
2016-2017
I collaborated closely with the Art Director of The Objective Media to develop a fresh, innovative concept for this Spanish digital newspaper. Together, we conducted comprehensive research into best practices across a wide range of relevant fields, including UX design, graphic design, editorial strategies, and social media trends. By analyzing top-performing examples from global digital media, we gathered key insights that informed our approach, ensuring the final proposal was both forward-thinking and aligned with the medium's core identity.
Our primary goal was to preserve the paper's distinctive visual quality, given its rich history as a photo-driven publication. At the same time, we sought to create new spaces for engaging, relevant, and original content that would resonate both visually and conceptually with readers, especially the target audience at the time: Millennials and Gen Z. The proposal included innovative layout designs, improved navigation for ease of use, and dynamic content areas that allowed for storytelling in unique formats, all while maintaining The Objective Media's journalistic integrity and visual appeal. This balanced approach helped position the platform for growth in the ever-evolving digital media landscape.
Website design
Feb, 2017
Feb, 2017
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Superminimaps
Client: Myself
Spain · 2022
“Small travel guides created for and by explorers”
I developed Superminimaps from the ground up, transforming it into a global collaborative initiative that has involved over 50 illustrators and writers. Starting with a simple idea, I built the project’s entire framework, including its graphic identity, website, and social media presence.
Superminimaps is a way to share unique travel experiences, a platform where travelers, artists and storytellers can collaborate to curate intimate snapshots of their favorite places. Each minimap is a creative expression of someone's personal connection to a place, with only seven hand-picked recommendations that reflect its true soul.
The project has gained recognition, being featured in the book Get Lost, and has evolved to create bespoke maps for brands like SATA Azores Airlines and Chile Travel.
Managing Superminimaps has been both challenging and rewarding. From overseeing the contributions of collaborators worldwide to shaping the brand’s voice and presence online, I’ve had the privilege of nurturing the project into a thriving community.
Occasionally, I contribute my own minimaps, ensuring I stay connected to the heart of the project. Superminimaps is about quality over quantity—helping people form meaningful connections to the places they explore, without being overwhelmed by endless options. The project stands as a bridge between creators and travelers, allowing them to share what they love most with the world.
Full project, here.
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Sea the Future
Client: Flopicco Studio for Oceanàrio de Lisboa
Portugal · 2022
“Saving our Ocean, together.”
For Sea the Future, I collaborated closely with their team to develop a compelling brand voice and positioning that reflected their deep connection to the ocean and their commitment to conservation. One of the key aspects of the brand positioning was to anchor the brand with a positive attitude, emphasizing action and the possibility of real change. We wanted to inspire hope and engagement, steering clear of contributing to climate exhaustion. This approach positioned Sea the Future as an empowering force in ocean conservation, uniting scientists, volunteers, and enthusiasts under a shared goal of protecting our seas.
By advising on their overall brand strategy, I helped Sea the Future highlight their science-based initiatives while fostering a community of passionate sea life lovers. Our strategy focused on trust, transparency, and sustainability, ensuring that every touchpoint—from their website to their traceable merchandise—aligned with their mission. Together, we set a course for Sea the Future to become a leading platform for those driven to protect and preserve the ocean, making conservation efforts accessible and impactful.
Escuela Itinerante de Periodismo
Client: EIP
Caracas, Venezuela
Summer 2015
It was a project to bring journalism out of the universities’ classrooms by making renowned practicing journalists share their wisdom with students in a series of talks and workshops across the country
Conceptualization & Copywriting: Ana Laya
Graphic Design: Andreína Restrepo
DMAX Branding
Client: Flopicco Studio
Rome, Italy
Summer 2016
Collaboration with the in-house team in the presentation of their findings and strategy for the redesign.
Insights Rational: Ana Laya
Graphic Design: Flopicco Studio
The Pink Pony
Client: The Pink Pony Creative Industries
London, UK
2014 - 2017
The Pink Pony was a creative and social enterprise based in London that harnessed the power of play and creative making to build meaningful connections and drive positive social change.
We created bespoke playgrounds to help business organisations become positive assets for their neighborhoods by triggering collaborations between them and the local communities, and making these collaborations easier, more sustainable and more effective.
Creative Direction: Ana Laya
Business Direction: MJ James
Graphic Design: Andreína Restrepo
