Year: 2025 Title: DMEXCO Client: Ibexa
Intro
Created for Ibexa’s presence at DMEXCO 2025 in Cologne, this project brought together the booth, campaign materials and on-site activations into one consistent visual language. The goal was to cut through the noise of a crowded trade show floor, creating a memorable brand experience for visitors while providing the sales team with a sharp, intuitive framework for strategic conversations.
Brief
The brief combined different goals: maximize brand visibility in a high-traffic environment, support meeting generation, drive lead capture, and present Ibexa’s broader ecosystem more clearly. At the centre of that narrative was the DXP, supported by the event claim: “Reimagine what an AI-ready DXP can do.”
The stand needed to communicate fast. The visual language was designed to make key ideas such as AI and collaboration readable at a glance, using short messages and simple graphics instead of dense explanatory content. This allowed the space to function as a visual entry point while leaving room for the sales team to build the story in conversation.
Visual Approach
The creative direction focused on making Ibexa feel confident, energetic, and approachable. Bold colors, direct messaging, and clean graphic compositions gave the stand immediate presence, while the copy stayed short and clear to ensure readability from a distance.
The stand was conceived as a 360-degree experience, so the brand could be seen from any point in the hall. Each side of the booth was designed to support a different layer of the narrative:
The Industry Narrative: One area foregrounded key themes like AI, collaboration, and hyper-personalization, anchoring the launch of Ibexa v.5 within current tech conversations through familiar, high-relevance concepts.
The Ecosystem Story: Another section visually demonstrated how Ibexa extends beyond its core platform, mapping the integration of PIM and CDP capabilities into a broader, connected offering.
The Interactive Activation: Next to the smoothie bar, a gamified fruit-cutting experience turned a standard giveaway into a playful brand touchpoint. Visitors sliced virtual fruits in a game, connecting the narrative to the real smoothies being prepared on-site. This softened the tech narrative, helping the stand feel contemporary, open, and approachable while still supporting lead generation.
Rollout
To build anticipation, the communication started before the event through a dedicated landing page, email campaigns, and a series of digital banners for paid media and organic social. These assets covered everything from ticket giveaways and masterclasses to introducing the co-exhibiting partners.
At the venue, the design system scaled across various formats, starting with a giant billboard in the main entrance hall to guide traffic, down to printed flyers for customer success stories, and signage for the booth’s smoothie bar and the contest. Within the stand, I also designed the interface and visual look & feel for the fruit-cutting game, integrating this digital activation into the overall aesthetic.
For the event merchandise, the approach was playful yet pragmatic. The custom tote bag featured a pre-solved word search showcasing Ibexa’s ecosystem—a direct, lighthearted nod to the project’s value proposition: “We have already solved the complexity, so you can just focus on what these solutions have to offer.”
Instead of designing standalone assets, the focus was on weaving every single piece into one cohesive, connected universe.
Role
Working in tandem with the DACH Marketing Manager, I established the creative direction for the entire project, driving it from initial concept to final execution. I was responsible for producing all online and offline assets, managing the full rollout to ensure the brand remained cohesive at every touchpoint while balancing clarity, visibility, and consistency. By handling this end-to-end execution, the project successfully achieved its core objectives, delivering a strong, well-received presence both on the trade show floor and across the wider campaign.
Year: 2014 Title: The greatest ice cream Client: Ben & Jerry's - Concept project
Ben and Jerry’s is the type of brand that seeks to be the catalyst to take action for a just society and truly create change in the world. It is total euphoria, for the tummy and soul.
Internet and technology are part of our day-to-day. We manage our life through screens… We meet new people on Tinder, we share our personal relationships with our loved ones through Facebook and Skype, and we are connected to our work 24/7.
This technological world leads us to enormous levels of stress. Ben & Jerry’s is a fun and juvenile brand that cares about its customers and tries to bring some simplicity into their lives. The aim of this printed campaign is to make people forget their worries and show them that a pint of ice cream is enough to do so. This set of graphics uses humor to express the idea.
Ben & Jerry’s is present during both, good and hard times. It tastes so great that you won’t need anything else. Did your girlfriend leave you? Nothing better than Ben & Jerry’s to comfort you. Do you have too many issues going on in your mind? Forget about a therapist… A pint of B&J’s is the answer to all of your problems. Are you looking for someone to get along with? I bet you already know the answer.
In order to express this idea, some of this situations were shown by making puns with the flavors’ names. A great way to keep up with the brand’s spirit.
Year: 2016 Title: Secret Garden Edition Client: SK II - Concept project
Secret Garden Collection is inspired by both the peace and serenity found in Nature. Beauty rituals are often associated with moments of relaxation and enjoyment, being precisely the message that these packages want to communicate. This bonsai design refers to the attributes presented in women who use SK-II. Bonsai are small trees cultivated very carefully and with a great spiritual legacy. They are a symbol of harmony, peace and balance. The power of this plant is in its ability to portray the utmost beauty of nature just as all those women using SK-II. Thus, it is a special edition that seeks to unite body and soul to achieve the harmony of holistic beauty and health.
Secret Garden Collection, seeks to connect with the spiritual side of SK-II users. It features a refined appearance that results in an appealing and relaxing image. It is a perfect gift, both for others and for yourself. Bonsai reminds users that beauty is in the small details.
Year: 2016 Title: Vinegart Client: Gallo Vinegar - Concept project
Cooking is a fine art. The idea behind this campaign is that vinegar, in any of its varieties, turns into the main character. Any dish you can imagine can achieve an amazingly surprising taste with Gallo vinegar’s special touch. Combining these ideas, Vinegart’s campaign is born. High-cuisine and everyday cooking, all of them drawn solely in vinegar. Although it may be an ingredient often belittled, these artworks prove otherwise. Dare to innovate and take your meals to the next level with Gallo vinegar.
Year: 2018 Title: Bao Bar Client: Sodexo
2018 campaign for Sodexo’s corporate restaurants, celebrating Bao day. Gua bao consists of a small steam-cooked bun, being mainly popular in Asia. Folded on itself, it is typically stuffed with bacon, cilantro and hoisin sauce, although there are no creative limits to its contents, innovation is becoming more and more frequent. In order to enable the users to feel as if they were in Asia, inspiration was drawn from typically asian fluorescent lights. To celebrate this day roll ups, posters, placemats, intraweb material and labels to identify the variety of flavors as well as how to cook homemade baos were designed.
Year: 2018 Title: Ramen Day Client: Sodexo
2018 campaign for Sodexo’s corporative restaurants, celebrating Ramen day. The campaign was also composed by previously distributed materials to inform users of the date. Different elements used to support the campaign were: complimentary tote bags, placemats explaining Ramen and its origins, tags identifying different ingredients used to customize the dish and advertising panels explaining the steps to follow in order to properly enjoy that delicious Ramen.
