New York
2023
Mercado Little Spain
Drawing inspiration from Spain's historic mercados, this extraordinary space emerges as a unique haven for social gatherings, business luncheons, or a quick and delightful meal on the fly. The graphic design for the brand mirrors this vibrant spirit, captivating audiences through advertising, thoughtfully crafted uniforms, dynamic digital signage, and editorial design. Each visual element serves as a visual storyteller, echoing the rich culinary narrative and inviting patrons to indulge in the authentic flavors and conviviality of Spain right in the heart of Mercado Little Spain.
-
Activate and maintain brand cohesion across a large-scale culinary destination inspired by Spain’s historic mercados — spanning nine food kiosks, two bars, two restaurants, and a consumer retail market — all within the high-visibility ecosystem of Hudson Yards.
-
Translate the vibrancy and cultural richness of Spanish market life into a dynamic, multi-channel brand presence that could scale across diverse concepts while aligning with the Hudson Yards event calendar and high-volume tourism traffic.
-
Led the development and execution of integrated marketing campaigns across print, digital, environmental, and social platforms — including menus, digital screen advertising, editorial design, uniforms, and standalone signage. Collaborated cross-functionally with internal teams, external partners, and operations to ensure consistency across all nine kiosks and related venues. Implemented MustHaveMenus infrastructure to empower local teams with real-time, brand-controlled updates for menus and promotional collateral.
-
Increased brand visibility and engagement among both Hudson Yards residents and global visitors, reinforcing Mercado Little Spain as a culturally immersive culinary destination while improving operational efficiency across multiple concepts and touchpoints.
