Sensei
While working as a freelance graphic designer for Caché Marketing Digital, I helped develop communication materials for Colchones Sensei, working across various brand touchpoints. The project involved creating and adapting content for social media, the website, point-of-sale displays, POP materials, print media, and outdoor advertising, including pieces for promotional campaigns such as Black Friday. The main objective was to maintain consistent visual communication while adapting each concept to the needs and characteristics of each channel.
Role
Graphic designer
Applied disciplines
Contributors
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Tools
Adobe Photoshop, Adobe Illustrator, After Effects
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Process and strategy
The process began with identifying the requirements for each campaign and format, based on Colchones Sensei’s visual identity. Starting from a single communication concept, I developed different versions for each medium, ensuring that the campaign maintained a recognizable visual style without losing effectiveness in each application.
For Black Friday, for example, I worked on adapting the promotions for Instagram posts and stories, in-site ads, printed materials for the showroom, and outdoor advertising pieces. Each format required a different solution in terms of composition, hierarchy, amount of information, and readability.
I also developed point-of-sale (POS) and POP materials, as well as larger-scale applications, such as a Colchones Sensei totem. In these cases, in addition to respecting the visual identity, it was necessary to consider how the design would function in a physical space and at different viewing distances.
This experience involved working within a multichannel framework, where the challenge was not simply to resize a piece, but to reinterpret the visual concept in accordance with the characteristics and objectives of each medium.
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Resolution
The result was a visually consistent set of design elements that allowed us to extend Colchones Sensei’s campaigns from the digital realm to the brand’s physical spaces.
The variety of applications—Instagram, website, showroom, point-of-purchase (POP), print, and billboards—allowed me to approach the same messaging from different perspectives, addressing the specific needs of each format without compromising visual consistency.
This project strengthened my experience in multichannel design and campaign adaptation, demonstrating my ability to transform a graphic concept into functional pieces for different media and communication contexts.
