PEPSICO HISPANIC GROWTH SUMMIT

PepsiCo had never held a Hispanic Growth Summit before. The ask wasn't just to design an event; it was to create something that could genuinely immerse retail partners and business leaders in the cultural depth and purchasing power of the U.S. Hispanic consumer. That meant building everything from scratch: name, logo, identity, color, wayfinding, environmental design, and every branded touchpoint across a three-day experience.

I helped build a visual world drawn from Latin American architecture, landscape, music, and sports culture, vivid and specific, never decorative. The work extended into curated shopper experience rooms, event collateral, and cocktail recipes developed using PepsiCo products, every detail reinforcing the immersive premise of the summit. The goal was to make attendees feel the cultural opportunity, not just hear about it.