Luis Garcia
Agency: Draftline
Role: Art Director/ Graphic Designer
PHOTOGRAPHY
GUIDELINES
While working with iconic beer brand Estrella Jalisco, I was given the opportunity to lead the creation of their official photography guidelines. The document was designed to ensure all visual content consistently reflects the brand’s identity, connects with its target audience, and highlights the passion points that define Estrella Jalisco’s world.
It became a creative foundation for both internal teams and external partners, guiding them to capture imagery that feels authentic, vibrant, and unmistakably on-brand. Below is the full deck I developed.
SOCIAL PLAYBOOK
Before developing the photo guidelines, I led the creation of a comprehensive brand book for Estrella Jalisco. My focus was on developing a social playbook while also developing a new look and feel for the brand as a whole. The objective was to craft a more authentic brand presence and establish a visual identity that genuinely resonated with the target audience. This foundational work set the tone for consistent and meaningful storytelling across all brand touchpoints.