PORTFOLIO ABOUT
MY ROLE:
SENIOR ACCOUNT DIRECTOR WITH MATTE PROJECTS
Jose Cuervo’s Tradicional Cristalino tequila was positioned to connect with a new generation of tequila drinkers, and Cristalino Nights became the platform to bring that vision to life. Conceived as a traveling nightlife series, the program created high-energy, culturally relevant moments rooted in music, performance, and connection. It launched in Miami with Cloonee headlining, followed by a Los Angeles takeover featuring a standout performance by Doechii, establishing the series as a dynamic, scalable platform for the brand.
As Senior Account Director at MATTE, I oversaw the account from concept through execution, overseeing the development and rollout of the visual identity system and ensuring alignment across creative, production, and client teams.
We developed a bold visual identity system inspired by the exaggerated language of club and DJ posters, building a flexible framework that could adapt across markets while maintaining a strong, recognizable brand presence. Each event was further customized through venue-specific design elements, allowing the brand to show up in a way that felt both cohesive and distinctly tied to the local scene.
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