Product Marketing Design
Case Study
Mision graduación
Brand Foundation, Content Strategy & Landing Page Design
I partnered with Antonella, a psychologist, to define and launch Misión Graduación, a new venture offering emotional and strategic support for university students. Over a structured 4-session consultancy, we built the brand from the ground up. My role spanned brand strategy, art direction for video content, and UX/UI design of the landing page. We delivered a comprehensive brand manual and a fully designed landing page, ready to promote her first event. While the client paused the project before launch, the work established a cohesive, strategic foundation that she continues to use for her organic content.
The Challenge:
Antonella had the expertise and the vision: to create a safe space for students struggling with the emotional weight of university life—stress, anxiety, imposter syndrome, and family pressure. However, she had no brand identity, no visual language, and no digital presence.
The challenge was twofold:
Build a trustworthy brand from scratch that could speak empathetically to students.
Create a replicable content and marketing strategy that she could sustain to attract her audience and convert them into event participants.
STRATEGY
Audience & Insight:
The primary audience is first-year university students—many of whom have left their hometowns and are navigating living alone for the first time. The weight of first exams, homesickness, and the pressure to “make it” on their own created a unique emotional landscape. The insight was clear: they don’t need more academic advice; they need validation for the struggles no one talks about—the loneliness, the self-doubt, the silent fear of failing when there’s no one around.
Tone of Voice
We defined a voice that is empathetic and reassuring but never clinical—direct yet soft, warm and expressive. It acknowledges the hardship upfront (“Esto NO es una clase”) while offering a genuine, non-judgmental space. The tone balances emotional depth with a visual energy that feels youthful, approachable, and alive.
Visual Direction
For video content, we established a DIY, honest aesthetic—talking-head style with warm lighting and real, unfiltered settings. This made Antonella instantly relatable and the content easy to produce consistently. The color palette and visual language leaned into joviality and expressiveness, reinforcing that this was a space for connection, not clinical intervention.
Growth Strategy
The plan was to build an audience through honest, value-driven video content on Instagram, using it as a funnel to drive sign-ups to a landing page designed specifically for the first event. To deepen engagement, we introduced social media challenges with light gamification elements and encouraged Antonella to use personal storytelling as a bridge—sharing her own journey to normalize the struggles her audience was facing.
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