Joel Escalona, Creative Director at BREUER

PROJECTS

Jan 1

Joel Escalona with Arturo Veratégui BREUER Director | Photo by Mariana Achach

Joel Escalona Creative Director at BREUER, the leading company in design and manufacturing of furniture and tailored spaces. A company where contemporary culture is lived and breathed, resulting in relevant solutions for the new needs of home and those of design professionals.

Joel Escalona had extensive experience as a Creative Director in establishing a profitable design language for the brand, developing and communicating specific product collections and services.

As a design leader, he managed the internal and external design team's workload, estimating timing and resources. He had the ability to create, demonstrate, and oversee a variety of design deliverables, including creative briefs, hand sketches, 3D models, prototypes, product renderings, color, materials and finishes (CMF), UX/UI for web design and numerous sales and project presentations. He communicated design direction to the owners of the company at all stages, from intent to implementation, to ensure alignment.

In addition to his responsibilities as a creative director, Joel also supported the general activities of the marketing team, such as strategy, positioning, storytelling, photography, graphic design, and web design. He learned and understood the portfolio of work, practice areas, and capabilities of the company, and defined and amplified the voice and graphic language that expressed the heart and soul of the brand.

Key Concepts

— Deep understanding of the company and its capabilities
— Demographic environment analysis
— Brand values definition
— Design briefs development
— Design, manufacture and supervision of design collections
— Conceptualization and execution of communication campaigns
— News points of purchase (POP) and exhibitions
— New business opportunities

DESIGN COLLECTIONS DEVELOPED FOR THE BRAND