Career Story + Case Studies
CAROLINA
HURTADO ZAPATA
Product & Brand Designer helping lifestyle brands grow through strategy, visuals & storytelling.
Creative Director & Founder
About the Brand
YESANDYES is a bold, streetwear-inspired fashion brand born in Colombia and expanding into the Australian market. The brand focuses on premium-quality apparel designed to empower self-expression through statement graphics, hand-painted pieces, and a strong lifestyle identity.
Built the brand from scratch
developed the full brand identity, including visual system, tone of voice, and creative direction across all touchpoints.
Designed and launched the
e-commerce website
to support direct-to-consumer sales and brand growth in Australia
Led content creation strategy
across Instagram, focusing on brand storytelling, product positioning, and community building + Established collaborations with UGC creators to increase brand visibility
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Grew Instagram audience organically to +400 followers
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Achieved +21% engagement rate through content strategy
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Successfully launched 6 product drops
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Generated consistent sales through social-driven traffic
Graphic Designer
About the Brand
Babyhood is an established Australian brand specialising in premium baby products, including furniture, bedding, and parenting essentials. The company focuses on safety, innovation, and high-quality design for modern families.
Produced and edited high-quality photo & video content
Designed a wide range of brand assets
Developed 3D product models and display stands
for advertising campaigns, enhancing product presentation across digital platforms
including Brand Book, catalogs, packaging, product manuals, and EDMs, ensuring consistency across all customer touchpoints
improving visual communication for marketing, retail, and promotional use
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Launch 5 new baby products
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Increased engagement on social media through consistent visual content
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Supported product launches with multi-channel design assets
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Improved customer experience through clear and visually engaging product manuals
Senior Graphic Designer
About the Brand
Khol Cosmetics is a beauty brand based in Colombia focused on developing accessible, high-quality makeup products. The brand combines aesthetic appeal with functional design to connect with a growing audience in the LATAM & US market.
Led the development of the brand from the ground up
Produced and directed product photography
Developed digital assets and content strategies
including visual identity, packaging design, and overall creative direction
ensuring high-quality visuals for e-commerce, social media, and campaigns
to support brand growth across social media platforms, translating concepts into market-ready products
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Successfully contributed to the launch and growth of a full cosmetic brand from scratch
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Created end-to-end design solutions, from concept to final production
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Strengthened brand recognition through consistent visual identity and product presentation
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Grew Instagram audience organically to +90.000 followers by 2021