Petals & Pixels
A PASSIONATE DESIGN JOURNEY THROUGH THE FLORAL INDUSTRY
2012 - 2018
In 2012, The USA Bouquet Company (USABQ) gave me the incredible opportunity to gain hands-on experience in their Marketing Department. As the Creative Graphic Designer, I played a key role in developing and executing the company's visual communication strategy, working closely under the guidance of my Manager to enhance brand presence and engagement.
What initially began as a 4–6 week seasonal position evolved into a fulfilling six-year journey. Along the way, I took on a wide range of creative responsibilities, including Creative & Art Direction, Advertising, Branding, Brochure and Catalog Design, Digital Banners, Photography and Retouching, Poster Design, Social Media Content, Environmental Design, and Packaging. Each project contributed to shaping my expertise and deepening my passion for visual storytelling.
Graphic Design Showcase
Catalogs
Spring & Summer - 2017 | Product Catalog
Catalogs have always been one of my favorite projects. The process begins with an extensive session of recipe creation (handled by others, not me). Once finalized, the Procurement Team—an amazing group of ladies in production—starts requesting the necessary products. These items are then assembled and brought to the office, where the sales team gathers for a lively debate, surrounded by cubes upon cubes of flowers.
This is when the real discussion begins—talking about color, contrast, symmetry, shape, the number of focal flowers, fillers, possible sleeves, stem count, and pricing. Once the sales team reaches an agreement on the items for the season, it's time for photography.
The photo room is a sacred space. Every shot is carefully planned to capture the best angles and highlight the beauty of each arrangement. Once the photography is complete, we move on to the layout, ensuring organization and consistency.
This is where creativity flows freely. I draw inspiration from music, everyday scenes, and the theme at hand. Establishing a cohesive color palette, selecting the right fonts, and determining the format are all crucial steps in the process..
Tools: Adobe LightRoom, Adobe Photoshop, Adobe Illustrator, Adobe InDesign. Printed in a Konica Minolta Bizhub 3600 with multiple trays, folded and stapled in house.
Floral Trade Shows
Produce Marketing Association (PMA) 2017 - New Orleans, LA
Booth conception and execution, 20' x 20'.
Developed to present multiple floral sections with personalized imaginary and to stand up its inner values. Connected by the same construction shape and materials.
Tools: Adobe Photoshop, Adobe Illustrator, Adobe Spark (now as Adobe Express), and Google SketchUp.
Materials used: plywood and printing on Coroplast.
Visual Explorations
Floral Collections (digital experience)
Explore each collection in a digital format and immerse yourself in the floral world like never before. Experience the artistry, creativity, and strategy behind every design, where colors, textures, and visual storytelling come together to bring each piece to life.
These were designed to enhance accessibility and visibility throughout the event. To achieve this, customized QR codes were strategically placed in each section.
Albertson's Floral Review, 2018 - San Diego, CA
Booth conception and execution, 10' x 10'.
Singular presentation where the space is very limited.
Tools: Adobe Photoshop, Adobe Illustrator, Adobe Spark (now as Adobe Express), Google SketchUp.
Materials used: kraft cardboard and cut vinyl.t.
Visual Explorations
