Branding / Graphic Design

Hridaya Art Direction

01 / VISUAL COMMUNICATION & CREATIVE DIRECTION · PRESENT

Building a Global Publishing System

Hridaya Yoga is an international organisation offering meditation retreats, yoga teacher training and educational programmes across Europe and the Americas.

Since July 2025, I have led the continued development of Hridaya Yoga’s global publishing system. Building on an established visual foundation, I oversee multilingual editorial design, visual assets and educational resources, ensuring consistency while evolving the system to support new publications, programmes and international teams across California, Chicago, Mexico City, Tepoztlán, Mazunte and Portugal.

THE CHALLENGE
Hridaya’s communications are created across several international centres, languages and formats, by different teams and contributors. The challenge was to create enough structure and consistency for the organisation to communicate as one global brand, while preserving the warmth, humanity and contemplative quality at its heart.

MY ROLE
Art direction · Editorial design · Brand stewardship · Communication systems

All
BRAND GUARDIANSHIP
Cookbook
Brandbook
IG Carousels
IG posts
IMAGE OPTIMISATION
NEWSLETTER
BILLBOARD
POSTERS
IMAGERY SELECTION

Cookbook

A collaborative work of many beings which landed in my hands in 2025 for the completion of final art and the required technical specifications to be available on Amazon.

Brandbook

A collaborative work of many beings which landed in my hands in 2025 to be completed and released.

Vipassana and Hridaya Meditation Carousel for Instagram

Handmade digital illustrations for the Vipassana and Hridaya Meditation Instragram carousel.

Image optimisation for Hridaya Website

Image optimisation for “From Stillness to Movement workshop” using Photoshop and Squoosh apps to make the images suitable for a smooth navigation on Hridaya website.

Easter Retreat Carousel

Digital handmade illustrations for the “Easter Retreat – The Heart Center” Instragram carousel.

Madre Tierra Hotel Imagery Selection

Selection of pictures to be shown Madre Tierra hotel website, based in Mazunte.

The Pain We Don't See Carousel

Handmade digital illustrations on iPad for “The Pain We Don’t See” Instagram Carousel.

Happy Lunar New Year! - Celebration Post

Happy Lunar New Year! – Celebration Post. Handmade digital illustration on iPad.

TAG THE AGENCY (NZ)

02 / INTEGRATED LAYOUTS & STRATEGIC COMMUNICATIONS · 2018

Clear, considered design across brands, campaigns and communication platforms.

As a Senior Graphic Designer at TAG The Agency in Wellington, I worked across a broad mix of advertising, brand, digital and print projects for New Zealand organisations and businesses.

Working across different clients and formats taught me to move comfortably between ideas and execution, while keeping each brand consistent and each message clear. Whether developing a campaign, refining a visual identity or bringing structure to an editorial layout, my approach remained the same: understand what needs to be communicated, simplify where possible, and give every detail a reason to be there.

SOLITY (NZ)

Solity

2016. New Zealand.

Working on Solity gave me the great opportunity to work side by side with the very talented Wellingtonian photographer Jeff McEwan. We both set direction together on how to bring powerful imagery to the brand, from the website to the corporate book.

See Solity Corporate book.

COMMON LEDGER (NZ)

Common Ledger

2016. New Zealand.

For Common Ledger, I had the fantastic opportunity to manage the whole design function, working side by side with the marketing manager. Being the in-house all-round designer allowed me have a great deal with time management and the ability to drive different projects at the same time within very tight deadlines. (More work examples to come).

FULP

04 / VISUAL IDENTITY SYSTEM · 2014

Building a coherent identity for an evolving university foundation.

Fundación Universitaria de Las Palmas needed its visual identity to reflect a broader strategic change in the organisation. The existing identity lacked an integrated system capable of creating consistency across its different communications and applications.

The work developed a new visual identity system around a clear set of principles, establishing the visual identifier, typography, colour palette, photographic direction and guidelines for their consistent use.

The system was designed to work across everyday organisational communications, from stationery and presentations to email signatures and other applications, giving FULP a shared visual language that could remain coherent across formats.

Herbal Remedy Tea Packaging

Herbal Remedy Tea Packaging

2022. Wellington. New Zealand.

Minimalist design while still effectively communicating the essence of the product. The focus was on simplicity, clean lines and understated colours. By intentionally limiting the amount of materials used in the packaging, production costs were kept low while maintaining a cohesive look that aligns with the company’s identity.