During my time at Pinata, I worked across brand expression, storytelling, and visual systems, contributing to both internal and outward-facing brand moments. My role focused primarily on merchandise design, presentation design, and the development of a short brand-led campaign titled “Pinata is…”. Across these projects, I explored how Pinata’s personality could translate consistently across formats while still feeling playful, confident, and human.
My work aimed to balance clarity with character—designing assets that felt intentional, flexible, and distinctly Pinata.
“Pinata is…” was a mini brand campaign designed to explore and articulate Pinata’s identity through short, expressive statements. The project focused on distilling the brand’s personality, values, and point of view into language and visuals that felt bold, flexible, and open-ended.
Rather than defining Pinata in a fixed way, the campaign created space for interpretation—allowing the brand to feel dynamic, confident, and human. Each execution balanced clarity with play, reinforcing Pinata’s voice while remaining adaptable across formats.
The project served as both a branding exercise and a storytelling tool, helping solidify how Pinata shows up visually and verbally.
Additional work included merchandise and presentation design, extending Pinata’s brand system across physical and presentation-based touchpoints.
