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Visual identity
Brand system
Art direction
Illustration design
Creative leadership
B2B / B2C campaigns
Global communication
Brand guidelines
Retail design

Brand: Jeff

Location: Global / Valencia, Spain (based)

Year: 2019–2023

Role: Head of Visual Brand (creative leadership, team management, graphic design)

Team: Internal design team (Enrique Ruiz, Pilar Celda, Bárbara Szabo, Estefanía Mariño, Raúl Sanchis, Laura Asuncena, Ursula Andres)
External partners (Gravita, Edu Wallace,)


Contributions

• Development and direction of B2B and B2C campaigns for more than 40 markets worldwide
• Leadership of Jeff’s visual identity system and creation of internal vertical brands (Mr Jeff, Fit Jeff, Beauty Jeff, Relax Jeff, Coffee Jeff, JeffWorks, Lava y Leva
• Creation of the brand’s proprietary image bank
• Design of Jeff’s illustration system together with the internal team
• Development of brand guidelines, manuals, and design system documentation
• Coordination and integration of external agency work (Gravita) and other collaborators
• Creative direction for internal and external teams
• Design and mural work for Jeff headquarters in Valencia
• Creation of visual assets and communication materials for retail hubs in more than 2,000 locations across over 42 countries



As Head of Visual Brand at Jeff, I led the creation of a unified design system to support the company’s international expansion and express its values consistently across markets. The work spanned the development of new internal brands, large-scale B2B and B2C campaigns, a proprietary image bank, an inclusive illustration system, and comprehensive brand guidelines. It also covered the design of retail communication materials and visual assets implemented in more than 2000 hubs across 42 countries, as well as environmental branding for the company’s headquarters. This was achieved through close collaboration with internal teams and external partners, combining creative leadership, design management, and strategic direction.





Expanding the Jeff universe

The Design team developed a new illustration system aligned with Jeff’s values, like The Good Good Life. This update enhances the brand’s quality, both online and offline, adding personality and differentiation.


Jeff’s new illustration system: A unique style that enriches the visual identity, connects with customers, and enhances the brand’s originality beyond colors, typography, or words.


Human illustrations: Hands depicting confirmations, errors, and information, adding warmth and clarity to key messages in the Jeff app.
Multiculturalism: The new illustration system reflects a diverse, inclusive, and authentic society, where people from any country can feel represented by Jeff.


Multiculturalism: The new illustration system reflects a diverse, inclusive, and authentic society, where people from any country can feel represented by Jeff.

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