Senior Product Designer & Creative Leader.

20+ years at the intersection of brand strategy and product design, simplifying complex flows and building scalable systems.

Canadian Solar

Taking a global brand and making it resonate locally is a massive structural challenge. In 2024, I partnered with Canadian Solar as a consulting Creative Director to adapt their global identity for the LATAM digital ecosystem.

The goal wasn't just visual translation; it was strategic localization. We needed to produce high-impact corporate materials that established unquestionable authority and drove direct conversions in a highly competitive renewable energy sector.

2024

LATAM Brand Localization & Event Dominance

Adapting global guidelines for regional impact.

A global playbook doesn't always translate directly to local markets. I led the visual and communication strategy for major industry events across Latin America.

The challenge was to rigorously maintain the core integrity of the worldwide Canadian Solar brand while creating tailored, localized experiences that spoke directly to regional nuances and stakeholders.

Persona

Strategic Product Positioning

Translating complex technology into clear consumer benefits.

Whether launching the premium EP CUBE residential storage system, localizing highly technical 3D audiovisual assets for the KuBank C&I solutions, or introducing microgrids to the agribusiness sector, the goal was absolute clarity.

I directed campaigns and adapted global materials that shifted the focus from heavy specifications to real-world impact, ensuring the messaging drove trust and direct conversions.

Strategic Positioning

Corporate Authority & Scalable Content

Designing materials for B2B trust and internal engagement.

In the energy sector, trust is the ultimate currency.

I structured a comprehensive digital content ecosystem, ranging from B2B technical support materials and global sustainability milestones to internal employer branding campaigns like the 'Internship Journey'.

Every asset was strategically designed to project market leadership and empower both the sales and operational teams.

Modular Efficiency

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Behance