Julissa Roa Additional Experience GMT-4 · Remote Selected work

Additional
Experience

Client work and self-directed concepts from before the current direction — brand, art direction, product and the operations behind them, across hospitality, e-commerce and retail.

It's where the production discipline comes from: real budgets, real stakeholders, and decisions that had to survive contact with a working business. Listed here as context, not as a second offer.

(01)

Casas Sereine

HospitalityBrandProductOperations
Brief
A short-term rental operation where guests arrived confused and staff absorbed the cost — fragmented check-in, documents and local guidance, handled manually every time.
Role
Brand and product design, guest communication sequence, and the operating system underneath: booking infrastructure, team workflows tied to the calendar, payment reconciliation and monthly reporting.
Evidence
The identity film, the art direction, the property seen from above, and the ileverde guest app that carries check-in, the house manual and booking lookup.
Result
Reservations grew 423%. $609K+ net revenue over five years. Review scores and repeat bookings improved, and the operation ran without constant manual intervention.
01
C'est le état de tranquillité tropicale — art-direction board, linen and skin details set into palm fronds02
Casas Sereine on mobile — the splash screen centred in a strip of guest lifestyle photography03
Casas Sereine from above — the villas and palm canopy with the wordmark in cream04
ileverde guest app — welcome screen, booking-confirmation lookup and online check-in05
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(02)

Floréal

E-commerceBrandArt directionProduct
Brief
Buying flowers online isn't hard because people don't care. It's hard because the emotion gets lost in friction — between browsing, choosing and checking out.
Role
Art direction, visual identity, brand photography direction, and the design system across web and mobile — typography, colour, motion and the checkout flow.
Evidence
Identity and print, the storefront and campaign treatment, brand photography, and the shopping experience on desktop and mobile.
Floréal storefront — the wordmark set over a flower market01
Floréal identity — the printed card held with a bouquet, beside the fresh blooms homepage02
Floréal mobile app — product detail, cart and recipient details through checkout03
Floréal storefront on desktop — it's the perfect gift — beside the gradient brand card04
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(03)

Trip to Marz

RetailBrandArt directionExperientialWeb
Brief
A cosmic flea market: vintage and handmade goods sold by independent vendors. The category reads as dusty and disorganised — the problem was making secondhand feel like a destination rather than a rummage.
Role
Art direction and brand identity end to end — wordmark, Tan Meringue type system, the acid-green and cobalt palette drawn from Marvin the Martian, booth and signage design, the storefront site, and the social grid.
Evidence
The campaign film, the storefront page, the identity on signage and merchandise, the concept and experience programme, the booth environment, and the Instagram system.
Result
A complete brand system built as a self-directed concept — identity, environment, web and social held to one language. No client; the work is the proof.
01
Trip to Marz storefront page — the green warehouse exteriors beside the market's own description, with Booths, Experiences and Events in the nav02
Identity applied — the lime circular sign on a green shopfront, and the wordmark on a canvas tote03
Concept and experience — the green doorway beside curated vendor booths, the open-space warehouse and the events programme04
The booth environment — market photography beside a rendered flower cart in the brand green05
Trip to Marz Instagram system — the triptomarz profile grid set into a field of brand-green textures06
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