FRIDUCHA DIARIES [DISTROLLER] | CONCEPT & STYLE GUIDE

TREND ANALYSIS | BRAND IDENTITY | DESIGN | ILLUSTRATION | BRANDING

From 2022 to 2024, I was responsible for the trend analysis and forecast review across various industries associated with the multitarget markets that Distroller's multi-brand portfolio caters to. I established the methodology for analyzing diverse sources and platforms (ranging from industry tools like WGSN to more casual sources such as blogs, specialized portals, social media, among others). This allowed me to set the parameters and strategy for establishing the main conceptual pillars for the development of the style guides per year.

IN ADDITION TO MY ROLE IN STRATEGY MANAGEMENT, I ALSO PARTICIPATED IN THE DESIGN AND CREATION OF SOME OF THESE STYLE GUIDES.

“Friducha Diaries” is a concept inspired by the implicit surrealism in the original work of Frida Kahlo, through two main concepts: the hand-drawn sketches and illustrations from her Diary, and the iconography of Mexican "exvotos" (small illustrations associated with requests made to a Saint or the Virgin), which were also known to be part of the Mexican painter’s collection.

All brands and trademarks featured in this portfolio are the property of their respective owners. The images and materials displayed are presented solely for the purpose of showcasing professional experience and creative work, and are not intended for commercial use or endorsement.