MARIANA GONZÁLEZ MORA
Brand & Visual Designer
WORLD GYM
PROJECT TYPE
Social Media Ads
Ad objective: The strategy was fully informative — focused on communicating key messages clearly to drive awareness and interest around memberships and gym services, without relying on promotional urgency.
Target audience: Targeted a broad 18–45 audience — from fitness beginners looking to start their wellness journey to experienced gym-goers seeking a high-quality training environment, active on Instagram and Facebook.
Platform and format: Instagram Feed 1:1, Instagram Story 9:16, Facebook Feed
Design & Creative Execution
Developed paid social ad creatives working within a well-defined and limited brand color palette, maintaining strict visual consistency with the existing brand guidelines. The creative challenge was generating engaging and varied content within tight brand constraints, ensuring every asset felt cohesive while still capturing attention in feed.
FRITTOLA
PROJECT TYPE
Social Media Ads
Ad objective: The goal was to build brand awareness and drive immediate action around promotions — creating a fun, modern and family-friendly identity that feels approachable and memorable, while pushing customers to engage with offers through attention-grabbing advertising.
Target audience: Targeted a 20–45 audience — families, couples and young professionals looking for a quick, quality meal with a fun dining experience, active on Instagram and Facebook.
Platform and format: Instagram Feed 1:1, Instagram Story 9:16, Facebook Feed & tv screen.
Design & Creative Execution
Developed the full graphic identity for the brand from scratch, establishing a visual system that balances a playful and modern aesthetic with a warm, family-friendly tone. Applied the brand identity across paid social ad creatives, using bold visuals and compelling copy to communicate promotions clearly and capture attention in feed.
SEÑOR CHILAQUIL
PROJECT TYPE
Social Media Ads - Branding
Ad objective: Driving traffic to Uber Eats — encouraging people to order from home.
Target audience: Men and women aged 20–35, Aguascalientes. Breakfast lovers, frequent users of delivery apps, active on Instagram and Facebook.
Platform and format: Instagram Feed 1:1, Instagram Story 9:16, Facebook Feed
Design & Creative Execution
For Señor Chilaquil I developed paid social creatives following their brand design system — a defined color palette , bold script typography as the hero element, and the brand mascot as a personality anchor.
Every ad was built respecting the visual hierarchy of the brand guidelines to maintain consistency across all formats.
Product photography served as the primary hook — appetizing images with strong lighting and overhead composition that stop the scroll before the copy even does its job. The design system ensured that every asset, whether a square feed post, story, or horizontal banner, feels like part of the same brand regardless of format.
The result is a consistent visual identity that builds instant recognition and trust — two key factors for driving conversion in paid social.
CASA DE FUEGO
PROJECT TYPE
Social Media Ads , Google ads
Ad objective: The approach focused on building brand awareness through clean, informative content — establishing trust and consistency rather than hard selling, letting the brand's identity speak for itself.
Target audience: Targeted a 25–45 audience — families and couples seeking a quality dining experience, with a preference for a warm and welcoming atmosphere, active on Instagram and Facebook.
Platform and format: Instagram Feed 1:1, Instagram Story 9:16, Facebook Feed
Design & Creative Execution
Developed social media advertising creatives with a clean and editorial aesthetic. Photography was handled by Alien Studio — my role covered photo editing, color grading, and filter application to unify the visual language across all content. Adjusted color palette and typography to create a cohesive visual system that reflects brand consistency and elevates the overall content quality.
LA BULLA
PROJECT TYPE
Social Media Ads
Ad objective: Marketing Strategy The goal was to capture attention and drive immediate action around promotions — creating a sense of urgency that pushed customers to take advantage of limited offers both on social media and physical screens in-venue.
Target audience: Targeted a 25–40 audience — young professionals and social groups looking for a night out experience, active on Instagram and Facebook, with high responsiveness to promotional and lifestyle-driven content.
Platform and format: Instagram Feed 1:1, Instagram Story 9:16, Facebook Feed & tv screen.
Design & Creative Execution
Developed advertising creatives for social media and digital displays, focusing on bold visuals and attention-grabbing copy designed to stop the scroll and communicate promotions instantly. Handled full graphic design and creative direction for each asset, balancing visual impact with a clear promotional message.