ABOUT
Designer and Creative Director for brands in tech, food, and fashion
Design-based creative director working across product development, branding, and marketing. Dedicated to growth and good leadership
CONTACT
lady@whatladylikes.com
WORK HISTORY
ASSOCIATE CREATIVE DIRECTOR, Mrs Wordsmith (London)
September 2017 - Present
Leading a creative team to produce and promote books and games that kids love. We use data science and creativity to build a brand that makes learning fun for young readers and future leaders. In 2019, we exceeded our funding target, raising over £1.1m from our Crowd Cube campaign. In 2020, Mrs Wordsmith is FT1000’s fastest growing EdTech company in Europe.
COMMUNICATION DESIGNER, Provenance (London)
April 2016 – September 2017
As the in-house copywriter and designer, I ensured clear communication of the brand's blockchain-backed platform for conscious shopping. I wrote and designed for product and marketing, translating complex ideas into engaging content featured in The Guardian, Financial Times, BBC News, and HuffPost.
WRITER AND DESIGNER, Freelance (London)
August 2015 - March 2016
I designed visual identities for boutique brands in lifestyle, food and beverage. My work for Toyo Eatery, featured by Forbes as a best new restaurant in the Philippines for 2016, received a silver award from Graphis international journal of visual communication.
WRITER AND DESIGNER, Miniguide (Barcelona)
February 2012 - July 2015
I created content for cultural brands and events including World Press Photo, Barcelona Fashion Week and Creative Mornings. My work with Passeig de Gracia Magazine received a silver award at the 2014 Adobo Design Awards, and my design for i-D Magazine and Alberto Guardiani was exhibited at the Fashion Institute of Technology in New York.
SENIOR ART DIRECTOR, TBWA (Manila)
June 2010 - February 2012
Working with creative teams, I developed campaigns for Samsung, Häagen Dazs, Nivea and Bench, seeing through projects from concept to post production. I also worked on an environmental project for Boysen Paints that earned awards at Cannes Lions and Spikes Asia.
SENIOR ART DIRECTOR, McCann Erickson (Manila)
October 2007 - June 2010
I art directed and designed print, TV, cinema, packaging, point of sale and outdoor ads for Coca Cola, Sky Cable, Fanta, and San Miguel Beer. I also received numerous art direction awards for an advocacy campaign led by the late Corazon Aquino, Asia's first female president.
JUNIOR ART DIRECTOR, Leo Burnett (Manila)
October 2006 - October 2007
I art directed regional campaigns for Procter & Gamble's Rejoice Shampoo, while developing print, radio, outdoor and TV ads for General Motors, Philip Morris and McDonald’s.
EDUCATION
BACHELOR OF ARTS IN COMMUNICATION
2002 - 2006
Ateneo de Manila University
INTRODUCTION TO MARKETING
2014
Wharton University (online COURSE)
FASHION BUSINESS
2016
London College of Contemporary Arts
accolades
graphic design, fashion design, and art direction
SILVER for Toyo
(Logo Design and Letterhead 9)
Graphis Inc. 2017
SILVER for KNOxOUT’s “Biggest Air Filter”
(DESIGN LIONS)
Cannes Lions International Festival of Creativity 2013
SILVER for Project EDSA
(BEST USE OF AMBIENT MEDIA)
Spikes Asia 2012
1ST PLACE for Flutterby
(INTERNATIONAL DESIGN COMPETITION) Cinderthriller by i-D Magazine and Alberto Guardiani 2012
BRONZE for iamninoy
(CRAFTSMANSHIP, TV ART DIRECTION) Philippine Advertising Congress Araw Awards 2009
GOLD for iamninoy
(INTEGRATED MULTI-MEDIA CAMPAIGN) Creative Guild of the Philippines Kidlat Awards 2009
SILVER for Façades
(ILLUSTRATION)
Adobo Design Awards 2014
BRONZE for iamninoy
(DESIGN)
Philippine Advertising Congress Araw Awards 2009
SILVER for iamninoy
(INTEGRATED CAMPAIGN)
Philippine Advertising Congress Araw Awards 2009
LANGUAGES
Native English, Native Tagalog, advanced Spanish
SOFTWARE
Adobe Photoshop, Illustrator and Indesign. Microsoft Word and Powerpoint. Squarespace, Blogger and MailChimp.