Role: Art Director & Lead Web Designer 

Client: Zapatero (The creative production house behind Bad Bunny)

Working directly with the visionaries behind global icons like Bad Bunny and Karol G, I am currently leading the digital and brand transformation of Zapatero. This project goes beyond traditional web design; it is the construction of a Cultural Hub.

The Cultural Narrative

We are shifting the paradigm of Latin identity. Historically, the narrative for Latin immigrants in the US was assimilation—dressing, listening, and acting "American" to fit in. Today, we are documenting a cultural revolution where Latin identity is a badge of honor. The "Zapatero" brand represents this shift: pride in roots, influence in fashion, and dominance in global music.

The Scope & Execution

• The Digital Ecosystem (The Wiki): We are building a "Wikipedia of Latin Culture." This platform is designed to highlight social issues in Latin America—such as the structural failures in Puerto Rico addressed in Bad Bunny’s "El Apagón" video—and demonstrate how cultural movements are used to solve these problems and give a voice to the community.

  
  

• Strategic Rebranding: I helped steer Zapatero from a traditional high-end production house ("Zapatero Films") to a holistic lifestyle and events brand ("Zapatero"). This shift in business model has opened new revenue streams through event production and cultural partnerships.

  
  

• Global Collaboration: I am executing this vision alongside some of Latin America’s top branding agencies and collaborating with Cambridge University students to conduct deep-dive audience research on the impact of Latin culture, ensuring our design decisions are data-backed.

  
  

Impact: Creating a brand that doesn't just acquire customers, but generates fans who venerate the brand's personality, resulting in higher conversion and long-term loyalty.