My name is Javier.
I’m a creative, passionate about all forms of design. I specialize in print and digital art direction, production, and execution for luxury and prestige brands. I guide and support brands through every step of the creative process, always executing at the highest level and putting their best image forward.
I currently lead art direction across the Estée Lauder portfolio, managing campaigns for prestige beauty, skincare, and fragrance brands like M·A·C Cosmetics, Tom Ford, Jo Malone, and more. My background includes work with both boutique clients and major names like Chase, Madison Square Garden, and Chobani.
I hold a degree in Business and Graphic Communications from Baruch College and bring over 7 years of experience in design, installation, and production across multiple facets of the graphic design industry.
Feel free to shoot me a message — let’s chat.
My Resume
Project Highlights
Ulta Herald Square - Flat Shelf System Gondolas
34th Street, NYC
I've led the art direction of 2-D asset development and rollout execution for M·A·C Cosmetics' merchandise display units in this Ulta flagship store during FY23 through FY26, overseeing more than 500 individual pieces of creative assets in this location.
I partner directly with M.A.C Global and NA Creative, PM, 3D, Store Design, Engineering, and Vendors to ensure flawless implementation and brand consistency across all displays. My work delivers an intuitive shopping experience for customers and presents the brand's extensive inventory in a clean, digestible, and enjoyable manner.
My process begins with using pre-aligned NA-branded Creative Directives to drive Art Direction for the program, dielines, and planogram briefs received during the project kick-off to determine the intended and upcoming shelf changes.
As a cross-functional production lead, I collaborate closely with 3D, Engineering, and print vendors to ensure all dimensional and structural requirements are met before production begins.
Working in alignment with both the M·A·C Cosmetics Global Creative team and the North America Creative Operations team, I help shape and execute the region’s creative strategy, ensuring visual consistency and storytelling cohesion across all shelf systems.
From concept through production, I develop multiple layout iterations, strategically placing campaign imagery, benefit messaging, logos, product visuals, and shade indicators following regional guidelines.
I then translate those creative concepts into precise, print-ready 2D mechanicals—accounting for scale, substrates, dielines, and vendor specifications—delivering files that are technically flawless and globally aligned.
I manage projects through Wrike and SharePoint, coordinating with cross-functional partners including Store Design, 3D, Project Management, and Engineering. I lead pre-print QA across file format, resolution, copy, and product assortment to ensure flawless execution.
For key retail activations and flagship campaigns, I develop 3D mockups and renderings to visualize layout and spatial intent—bridging the gap between concept and in-store experience.
Throughout every project, my focus is on precision: maintaining clean, error-free files, properly formatted for production, and fully aligned with North America and Global Creative art direction.
Nordstrom Flagship - Innovation System Gondolas
Columbus Circle, NYC
I've also led the art direction of 2-D asset development and rollout execution for M·A·C Cosmetics' merchandise display units in this Nordstrom flagship store during FY23 through FY26, overseeing each art asset and ensuring that every display aligns with the North America guidelines.
I partner directly with M.A.C Global and NA Creative, PM, 3D, Store Design, Engineering, and Vendors to ensure flawless implementation and brand consistency across all displays. My work delivers an intuitive shopping experience for the customer and presents the brand's extensive inventory in a clean, digestible, and enjoyable experience.
My process begins with using pre-aligned NA-branded Creative Directives to drive Art Direction for the program, dielines, and planogram briefs received during the project kick-off to determine the intended and upcoming shelf changes.
As a cross-functional production lead, I collaborate closely with 3D, Engineering, and print vendors to ensure all dimensional and structural requirements are met before production begins.
Working in alignment with both the M·A·C Cosmetics Global Creative team and the North America Creative Operations team, I help shape and execute the region’s creative strategy, ensuring visual consistency and storytelling cohesion across all shelf systems.
From concept through production, I develop multiple layout iterations, strategically placing campaign imagery, benefit messaging, logos, product visuals, and shade indicators following regional guidelines.
I then translate those creative concepts into precise, print-ready 2D mechanicals—accounting for scale, substrates, dielines, and vendor specifications—delivering files that are technically flawless and globally aligned.
New Product Launch - On-Counter Displays
Nordstrom, Macy's, Free Standing Stores
I lead the end-to-end creative development of New Product Launch Displays, from concept through production. This includes interpreting marketing briefs, translating campaign storytelling into physical retail moments, and art directing all visual elements to align with brand standards.
Aligning with Global Creative copywriting, imagery, and messaging is then modified for these region-specific NPL Displays in languages such as Simplified Chinese, Canadian French, and Spanish. Keeping in mind cultural and regional contexts in imagery, the use of color, messaging, and verbiage.
I collaborate closely with North America Creative, 3D designers, engineers, and production teams to ensure artwork is built to spec, retailer requirements are met, and materials are both impactful and budget-friendly.
I also manage timelines and asset turnover, ensuring that each displayer launches on time and with flawless in-store execution.
LS For Men Paid Social Campaign -
Instagram, Facebook, and TikTok
I led the creative development for LabSeries’ seasonal paid social media campaign, translating their clinical-meets-luxury brand ethos into scroll-stopping content for Instagram, Facebook, and TikTok. I developed platform-specific visuals while following the LS North America social art guidelines.
I maintained open lines of communication between the LS for Men Global Creative team and myself, aligning on art direction and advising the brand on ways to maximize messaging and engagement.
Finally, I executed the artwork in Adobe Photoshop, retouching imagery, creating message hierarchy, and using the brand's assets to drive the campaign forward. Highlighting hero products and skincare benefits through clean typography, high-contrast product imagery, and strategic calls to action.
Working closely with copywriters, motion designers, and regional marketing teams, I ensured each asset aligned with brand standards, legal compliance, and audience intent. The campaign elevated engagement across channels and reinforced LabSeries’ premium position in the men’s grooming space.
Pedestal Displayers - ELC HQ
23rd Street, NYC
I led the art direction and end-to-end execution of a high-impact pedestal display at Estée Lauder’s NYC headquarters. Designed to spotlight key hero products, the installation combined storytelling and premium visual merchandising in a compact format. From concept sketches to print production and on-site installation, I owned the creative vision and execution, resulting in a display seen daily by internal teams and executive leadership throughout Q3.
Scroll down to see some of the 15 pedestals created for this project!
Collaborating with the Creative Content Hub, NA I led art direction with the guidance of senior art directors. I selected materials, managed dieline precision, and coordinated with print vendors to ensure flawless installation. The final display remained in place through Q3 FY25, serving as a daily touchpoint for internal teams and executive leadership—merging visual storytelling with premium presentation.