Publication
Millennial Branding for a Boomer Product: A Branding Case Study
https://www.toptal.com/designers/brand/branding-case-study
Beatriz is available for hire
Hire BeatrizBeatriz Garcia de Prado
Verified Expert in Design
Designer
Location
Palma de Mallorca, Spain
Toptal Member Since
January 29, 2018
Beatriz's talent lies in humanizing digital experiences by creating products that resonate emotionally with people. She uses personas, customer journeys, user story mapping, and Lean Canvas to create "future proof" wireframes that will evolve in tailored digital design products. Beatriz also does branding and editorial design to help corporations and startups to grow digitally.
Portfolio
Work Experience
Co-founder and Art Director
2020 - PRESENT
Prado y Barrio
- Envisioned the revolution of table linen: Prado y Barrio is an exclusive brand that combines bold design, materials of the highest quality, and the affection that craftsmanship entails. Our production line is sustainable, ethical, and local.
- Built a strong brand for digital and physical products, creating a coherent visual language for the table linen, packaging, website, and social media presence. In summary: building a Prado y Barrio universe.
- Applied advanced UX techniques to a product design: Table linens are made for setting up a table. The design is concentrated on the corners and the centerpiece, leaving an empty space for the tableware to shine.
- Managed a team of copywriters, developers, marketers, and illustrators.
- Set up a crowdfunding campaign, leading production and manufacturing suppliers.
Technologies: Adobe Photoshop, Figma, Agile, Branding, User Interface (UI), User Experience (UX), Logo Design, Brand Guidelines, Brand Management, Team Leadership, Production, Social Media Marketing (SMM), Design Leadership, Leadership, UX Leadership, Project Timelines, Thought Leadership, Project Leadership, Visual Design, Interaction Design (IxD), Startups, UX Audits, UX Strategy, Ideation, Intuitive UX Design, eCommerce, Project Estimation, Workflow, Go-to-market Strategy, Go-to-market Plans, Design Systems, Digital Product Management, Product Owner, Co-design, Product Branding, Product Vision, USP, Unique Selling Point, Product-market Fit, Tone of Voice, Packaging, Package Design, Trends, Reports, Luxury Industry, Design Thinking, Innovation, Digital Innovation, Business Models, Entrepreneurship, Storytelling, Visual Storytelling, Communication, Time Management, Visual Identity, Conceptualization, Innovation Labs, Coaching, Design Workshops, Responsive Web Apps, Marketing, Corporate Branding, Digital Transformation, Brand Ecosystems, Research, UX Research, Organic SEO, Customer Success, Discovery Workshops, Prototyping, Product Design, Luxury Goods, Web App Design, Mobile App Design, Proactive, Web App UX, Responsive Web Design (RWD), Holistic UX Design, User-centered Design (UCD), Identity Design, Visual Design Language, Landing Page Design, Creative Direction, User Journey Maps, Ideation Workshops, eCommerce UX, eCommerce UI, eCommerce Design, Web UI Design, Web UX Design, Brand Identity, Pitch Decks, Websites, Miro, Mobile App UI, Mobile UX, Digital Branding, Design Libraries, UI Libraries, Management, Design Strategy, Graphic Design, Adobe CC, Design Management, Workshop Facilitation
Managing Director | Art Director
2019 - 2020
EMN
- Acted as a managing director, focusing on improving the workflow, introducing the Agile methodology and decision making processes based on user research.
- Served as an art director and led the design and GTM strategies of our two digital products, Elephant Social and VA.TAX. Led the brand guidelines, ensuring a coherent design system with a strong personality.
- Led a team of 15 people, including designers, developers, copywriters, marketers, and growth hackers. Working together productively towards the same clear goal has been a major milestone in my career.
- Organized user research methods as the UX project lead. The methods were both quantitative and qualitative, with special attention to focus groups. The major challenge was recording the sessions and creating sophisticated, useful documentation.
- Organized Agile training for the development team. Acted as a product owner until I could delegate this task, which lasted approximately six months.
Technologies: Creativity, Design, Brainstorming, Personas, Wireframing, Customer Journeys, Time Management, Art Direction, Product Owner, Digital Product Management, Digital Product Design, Design Systems, Brand Guidelines, Go-to-market Plans, Go-to-market Strategy, Workflow Analysis, Workflow, User Needs, User Flows, Project Estimation, Focus Groups, Quantitative User Research, Quantitative Research, Agile Marketing, Agile Coaching, Thought Leadership, Project Leadership, Project Timelines, UX Leadership, Leadership, Team Leadership, Design Leadership, Social Media Marketing (SMM), Growth Hacking, App UI, App UX, Agile, Management, Data Visualization, Product Design, User Validation, User Experience (UX), User Research, Web Design, Mobile Design, UX Design, Responsive, Responsive UI, UX Branding, UI Branding, Web UI, Responsive Layout, Digital, Brand Design, Web UX, User Interface (UI), Brand Management, User Personas, SaaS, UI Design, Mobile UI, Mobile, iOS, Android, Figma, User Journeys, Interviews, Concepting, Mobile UX, Responsive Design, Social Media, Scrum, System UI, System Design, Wireframe to Product, Mobile First, Style Guides, Sketching, Accounting, Visual Design, UX Audits, UX Strategy, Ideation, Intuitive UX Design, Information Architecture (IA), Co-design, Product Branding, Food & Beverage, Branding, Product Vision, USP, Unique Selling Point, Product-market Fit, Tone of Voice, Dashboards, Design Thinking, High-fidelity Prototypes, Innovation, Digital Innovation, Business Models, Conceptualization, Coaching, Design Workshops, Responsive Web Apps, Corporate Design, Digital Transformation, Research, UX Research, Organic SEO, Customer Success, Discovery Workshops, Prototyping, Luxury Goods, Web App Design, Mobile App Design, Native Mobile Apps, iOS UI Design, Proactive, Web App UX, Responsive Web Design (RWD), User Testing, Sprints, Holistic UX Design, Enterprise, Enterprise SaaS, User-centered Design (UCD), Identity Design, Visual Design Language, SaaS Design, Landing Page Design, Creative Direction, User Journey Maps, Ideation Workshops, eCommerce UX, eCommerce UI, Rapid Prototyping, Web UI Design, Web UX Design, Web App UI, Pitch Decks, B2B, Enterprise Design, Websites, Mobile Apps, User Interviews, Heuristic Evaluation, Rapid Sketching, Usability Testing, UX Prototyping, Mobile App UI, Design Reviews, User Onboarding, UX Review, Mobile Web Design, Design Strategy, Journey Mapping, Design Management, Workshop Facilitation
Art Director
2019 - 2020
OLLA The Agency
- Focused on improving co-creation processes, communication workflow, and team alignment as the head of the design team.
- Ran branding workshops for F&B local brands well known in Bahrain. Worked on their audience (personas), developed the brand identity (values and perception), and did industry trend and competitor analysis to ensure a product-market fit.
- Contributed to art direction for film production for OLLA.
Technologies: Creativity, Design, Brainstorming, Agile, Wireframing, Customer Journeys, Tone of Voice, User Personas, Personas, Product-market Fit, Unique Selling Point, USP, Product Vision, Food & Beverage, Product Branding, Brand Management, UI Branding, Design Leadership, Leadership, Workflow, Co-design, Web UI, UX Branding, Web UX, Branding, Agile Marketing, Management, Product Design, User Validation, User Experience (UX), User Research, Illustrator CC, InDesign CC, Web Design, Mobile Design, Logo Design, App UX, App UI, UX Design, Responsive, Responsive UI, Brand Guidelines, Responsive Layout, Digital, Brand Design, User Interface (UI), User Flows, Digital Product Design, Art Direction, UI Design, Mobile UI, Mobile, iOS, Android, Figma, User Journeys, Concepting, Mobile UX, Responsive Design, Social Media, Team Leadership, Scrum, System UI, System Design, Wireframe to Product, Mobile First, Style Guides, Sketching, Growth Hacking, Social Media Marketing (SMM), Quantitative User Research, UX Leadership, Thought Leadership, Project Leadership, Visual Design, Interaction Design (IxD), UX Audits, Ideation, Intuitive UX Design, Information Architecture (IA), Go-to-market Plans, Design Systems, Digital Product Management, Product Owner, Reports, Trends, Luxury Industry, Design Thinking, High-fidelity Prototypes, Storytelling, Visual Storytelling, Communication, Time Management, Visual Identity, Conceptualization, Design Workshops, Responsive Web Apps, Marketing, Corporate Branding, Digital Transformation, Brand Ecosystems, UX Research, Customer Success, Discovery Workshops, Prototyping, Luxury Goods, Web App Design, Proactive, Responsive Web Design (RWD), Holistic UX Design, Identity Design, Visual Design Language, Creative Direction, User Journey Maps, Ideation Workshops, eCommerce UI, Streaming, Agency, Digital Agencies, Web UI Design, Web UX Design, Brand Identity, Websites, Mobile Apps, User Interviews, Heuristic Evaluation, Rapid Sketching, UX Prototyping, Miro, Mobile App UI, On-demand Services, UX Review, Mobile Web Design, Digital Branding, Design Libraries, UI Libraries, Design Strategy, Graphic Design, Adobe CC, Design Management, Workshop Facilitation
UX/UI Designer
2018 - 2019
Freelance Work
- Completed different branding and UX/UI projects while discovering the world.
- Developed the brand identity, packaging, and design guidelines for a premium lingerie brand, Aurore. Helped them styling their eCommerce site. Pivoted fast and delivered results on a tight schedule without compromising the quality of a luxury brand.
- Reframed the product dashboard and elevated the brand for a SaaS product, VantagePoint. The goal was to generate trust in their audience and level up with the competitors. Wrote the user persona, competitor analysis, and industry trends report.
- Re-visited the concept from the user point of view for a school car-pooling app, Hakuna. Improved their brand imagery and designed their high-fidelity prototype in Figma.
- Served as the in-house designer for the EU for a large-scale corporation, Dolla Shave Club. Managed the email marketing design and ensured following the brand guidelines.
Technologies: Prototyping, Creativity, Design, Brainstorming, Agile, Wireframing, Customer Journeys, Email Design, Email Marketing, High-fidelity Prototypes, Design Thinking, User Needs, Concepting, Luxury Industry, Trends, Reports, Software as a Service (SaaS), SaaS Design, SaaS, Dashboard Design, Dashboards, Brand Guidelines, UI Branding, Package Design, Packaging, Branding, UX Branding, User Interface (UI), Story Mapping, Personas, User Validation, User Research, Figma, Product Design, User Experience (UX), Web Design, Mobile Design, Logo Design, App UX, App UI, UX Design, Responsive, Responsive UI, Web UI, Responsive Layout, Digital, Brand Design, Web UX, User Flows, Digital Product Design, Brand Management, User Personas, UI Design, Mobile UI, Mobile, iOS, Android, User Journeys, Interviews, Mobile UX, Responsive Design, Scrum, System UI, System Design, Wireframe to Product, Mobile First, Style Guides, Sketching, Quantitative User Research, Visual Design, Interaction Design (IxD), UX Audits, UX Strategy, Ideation, Intuitive UX Design, Information Architecture (IA), Project Estimation, Design Systems, Co-design, Product Branding, Product Vision, USP, Unique Selling Point, Product-market Fit, Tone of Voice, Innovation, Digital Innovation, Entrepreneurship, Storytelling, Visual Storytelling, Communication, Time Management, Visual Identity, Conceptualization, Innovation Labs, Design Workshops, Responsive Web Apps, Marketing, Web Dashboards, Corporate Branding, Digital Transformation, Brand Ecosystems, Research, UX Research, Customer Success, Discovery Workshops, Web App Design, Mobile App Design, Native Mobile Apps, iOS UI Design, Proactive, Web App UX, Responsive Web Design (RWD), Sprints, Holistic UX Design, User-centered Design (UCD), Identity Design, Visual Design Language, Landing Page Design, User Journey Maps, Ideation Workshops, eCommerce UX, eCommerce UI, Rapid Prototyping, eCommerce Design, Web UI Design, Web UX Design, Web App UI, Brand Identity, Pitch Decks, B2B, Enterprise Design, Websites, Heuristic Evaluation, Rapid Sketching, Usability Testing, UX Prototyping, Miro, Mobile App UI, Design Reviews, User Onboarding, UX Review, Mobile Web Design, Digital Branding, Design Libraries, UI Libraries, Design Strategy, Journey Mapping, Graphic Design, Adobe CC, Design Management, Workshop Facilitation
UX/UI Designer
2017 - 2017
2SQRS
- Developed UX and UI for different clients. Used personas and customer journeys to create high-fidelity prototypes and test our assumptions with the end users. After we validated our assumptions, we were ready to develop the software.
- Gave brand discovery workshops to clients, focusing on storytelling and tone of voice to compile a strong and consistent message.
- Addressed various design needs, from niche projects such as launching a cryptocurrency site to getting traditional companies mobile-ready.
- Created the branding for our own company in only two weeks. Used creative storytelling to highlight our portfolio.
Technologies: Creativity, Design, Agile, User Needs, Design Workshops, Branding, UX Branding, User Experience (UX), Web App UX, Web UX, Cryptocurrency, Visual Identity, UI Design, User Interface (UI), Storytelling, User Personas, Quantitative User Research, Personas, Customer Journeys, Sketch, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, User Validation, Photoshop CC, User Research, Web Design, Mobile Design, Logo Design, Wireframing, App UX, App UI, UX Design, Responsive, Responsive UI, Brand Guidelines, UI Branding, Web UI, Responsive Layout, Digital, Brand Design, User Flows, Digital Product Design, Brand Management, Mobile UI, Mobile, Blockchain, Adobe, User Journeys, Brainstorming, Mobile UX, Responsive Design, Scrum, System UI, System Design, Wireframe to Product, Mobile First, Style Guides, Sketching, Visual Design, Interaction Design (IxD), Startups, UX Audits, UX Strategy, Ideation, Intuitive UX Design, Information Architecture (IA), Co-design, Product Branding, Product Vision, USP, Unique Selling Point, Product-market Fit, Tone of Voice, Design Thinking, High-fidelity Prototypes, Innovation, Digital Innovation, Business Models, Visual Storytelling, Communication, Conceptualization, Responsive Web Apps, Corporate Design, Digital Transformation, Brand Ecosystems, Research, UX Research, Customer Success, Discovery Workshops, Prototyping, Web App Design, Mobile App Design, Native Mobile Apps, iOS UI Design, Product Design, Responsive Web Design (RWD), User Testing, Sprints, Holistic UX Design, User-centered Design (UCD), Identity Design, Visual Design Language, User Journey Maps, Ideation Workshops, Rapid Prototyping, Agency, Digital Agencies, eCommerce Design, Web UI Design, Web UX Design, Web App UI, Brand Identity, Pitch Decks, Enterprise Design, Websites, Crypto, User Interviews, Heuristic Evaluation, Rapid Sketching, Usability Testing, UX Prototyping, Mobile App UI, On-demand Services, Design Reviews, User Onboarding, UX Review, Mobile Web Design, Digital Branding, Design Libraries, UI Libraries, Design Strategy, Journey Mapping, Graphic Design, Adobe CC, Workshop Facilitation
UI Designer
2015 - 2016
XL family
- Developed the user interface design for digital projects based on the Lean approach.
- Contributed to the conceptualization phase including user story mapping and Lean Canvas for clients worldwide.
- Collaborated with corporate clients such as ABN Amro Bank and Ahold, but also small and medium-sized enterprises like Broshuis and startups like Gentle.
- Served as a coach for several innovation programs, like Holland Call 2016 (the Innovation Program for Noord Holland) and the innovation program of EquensWorldline, helping my team actually win the context.
- Flew to Milan to offer an innovation workshop to EquensWorldline, a big corporate from the payment processor industry in the context of the PSD2 EU directive.
Technologies: Online Payments, PSD2, Digital Payments, Payment Gateways, Creativity, Design, Personas, Customer Journeys, Coaching, Innovation Labs, Innovation, Conceptualization, Story Mapping, User Interface (UI), Sketch, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, InVision, Photoshop CC, Illustrator CC, InDesign CC, Web Design, Mobile Design, App UI, Responsive, Responsive UI, Web UI, Responsive Layout, Digital, Brand Design, UI Design, Mobile UI, Mobile, iOS, Android, Adobe, Responsive Design, Scrum, System UI, System Design, Sketching, Visual Design, Interaction Design (IxD), Startups, Ideation, Unique Selling Point, Design Thinking, High-fidelity Prototypes, Digital Innovation, Storytelling, Visual Storytelling, Visual Identity, Responsive Web Apps, Corporate Design, Digital Transformation, Brand Ecosystems, Customer Success, Web App Design, Mobile App Design, Native Mobile Apps, iOS UI Design, Product Design, Responsive Web Design (RWD), Sprints, Enterprise, Enterprise SaaS, User-centered Design (UCD), Visual Design Language, SaaS Design, Rapid Prototyping, Agency, Digital Agencies, Web UI Design, Cosmetics, Skincare, Web App UI, B2B, Enterprise Design, Websites, Mobile Apps, Heuristic Evaluation, Rapid Sketching, Usability Testing, UX Prototyping, Mobile App UI, Mobile UX, Design Reviews, UX Review, Mobile Web Design, Digital Branding, Design Libraries, UI Libraries, Graphic Design, Adobe CC
Graphic Designer
2014 - 2014
Mobypark
- Assisted in the design of the upcoming website and iOS and Android app for the startup company. Applied the new art direction with UX, while respecting the functionality.
- Owned the corporative brand guidelines, photography needs, organizing marketing activities, and all other needs that a startup life might entail.
Technologies: Creativity, Design, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Photoshop CC, InDesign CC, Mobile Design, Responsive UI, UI Branding, Responsive Layout, Digital, Brand Design, User Interface (UI), Brand Management, UI Design, Mobile UI, Mobile, iOS, Android, Adobe, System Design, Mobile First, Growth Hacking, Social Media Marketing (SMM), Visual Design, Startups, Ideation, Branding, USP, Entrepreneurship, Visual Identity, Conceptualization, Responsive Web Apps, Marketing, Web App Design, Mobile App Design, Native Mobile Apps, iOS UI Design, Product Design, Responsive Web Design (RWD), Visual Design Language, Web UI Design, Web App UI, Pitch Decks, Mobile Apps, Rapid Sketching, UX Prototyping, Mobile App UI, Mobile UX, Booking Apps, On-demand Services, Mobile Web Design, UI Libraries, Graphic Design, Adobe CC
Journalist & Sales
2011 - 2012
Revista HSM
- Sold advertisement spaces for a magazine.
- Wrote articles about lifestyle in Madrid and interviewed celebrities of the cultural field.
Technologies: Adobe InDesign, Adobe, Journalism, Storytelling, Visual Storytelling, Communication, Proactive
Other Experience
Education
2012 - 2013
Master's Degree in Visual Media Communication
IE University - Madrid, Spain
2001 - 2010
Bachelor's Degree in Law and Journalism
Carlos III University - Madrid, Spain