Brand creative director

I currently work at CROSS JEANS as part of the marketing department. I started in 2021 as a graphic designer, and over the years I have taken on increasing responsibilities. Today, I am responsible for the brand’s communication strategy, acting as a central connector between the online marketing agency, social media agency, PR team, and the e-commerce and campaign shoot teams.

In this role, I lead the communication around seasonal campaigns, ensuring that messaging is cohesive and aligned across all channels—digital, print, and point-of-sale.

My day-to-day responsibilities include creative direction for e-commerce and editorial shoots, developing POS materials for B2B clients, designing graphic content for B2B and B2C platforms, and producing newsletters and social media ads. I work closely with internal teams and external partners to maintain a unified visual and strategic identity for the brand in both digital and physical touchpoints.

CAMPAIN SHOOTING CREATIVE DIRECTION OVER

Purpose
Autumn/Winter campaign 2025

Concept
Back to the basics

Team CROSS JEANS
Lucía Castellanos

Production VEYEN Agency
Art Director
Elena Notz
Photographer
kamil.rutkowski
DOP
Noé Cassi
H&M
Annika Jeck
Styling
Hakan Solak

Part of managing the visual identity of a fashion brand requires me to plan the right image according to each campaign, as well as translating it across multiple formats.

New approaches

Online aesthetics are constantly evolving, so keeping up with the latest trends is crucial for staying ahead.

New approaches I brought to CROSS JEANS:

Freshening up the styling with accessories to add depth and dimension to our images
Structuring our styling with a denim-like style that provides a consistent and recognizable look across all product shots
Stablishing interesting camera compositions
Booking different types of models to show our products in a variety of ways

Together with the marketing and e-commerce agencies, we are currently working on restructuring our style guide to ensure that our brand is presented consistently across all channels.