TV AZTECA Corporate Brand Architecture & Campaigns

Corporate Brand Architecture & Campaigns

8 years of creative direction, brand communications and multi-format campaign development across corporate, internal and broadcast environments.

THE CHALLENGE

Develop creative concepts, visual systems and communication assets for a continuous stream of corporate and thematic initiatives across TV Azteca from its central headquarters in Mexico City to regional operations throughout Mexico, Honduras, Guatemala and Azteca América in the United States.

The scope extended far beyond individual campaigns. Each project required translating different business objectives, audiences and formats into communication that felt distinct while remaining recognizably part of the TV Azteca brand ecosystem.

Projects ranged from internal communications, employer branding and employee engagement to special events, commercial initiatives, broadcast-related projects, commemorative campaigns and executive communications.

CONTEXT & SCALE

As part of TV Azteca’s central creative team, I worked across eight years of recurring campaigns and special projects, developing concepts, visual identities and communication systems for a wide variety of initiatives.

The work supported multiple audiences: employees, executives, talent, regional teams, commercial partners and external audiences and frequently extended across both physical and digital environments.

Depending on the project, the system could include:

digital displays, corporate portals, wallpapers, newsletters, presentation templates, print collateral, environmental graphics, outdoor media, event branding, merchandise, photography, editorial pieces, horizontal and vertical screens, banners and master graphics for regional implementation.

Several initiatives also required collaboration with production teams, photographers, commercial areas and external suppliers, connecting brand design with real-world execution.

MY ROLE

Creative Direction · Art Direction · Campaign Concept Development · Brand Systems · Visual Governance · Production Supervision

I developed creative concepts and visual territories, art-directed key campaign assets and translated them into scalable systems that could operate across different audiences, media and locations.

My responsibilities also included preparing master graphics and guidelines, adapting communication for digital and physical applications, reviewing production quality, coordinating with suppliers and supporting regional teams to ensure consistent implementation.

The role required moving constantly between conceptual thinking and executional detail from defining the creative idea behind a campaign to checking the final artwork prepared for screens, print, environmental applications or production.

SELECTED OUTPUTS

Corporate campaigns · Internal communications · Employer branding · Employee engagement · Executive communications · Special events · Broadcast initiatives · Commercial campaigns · Photography · Environmental graphics · Digital signage · Corporate portals · Editorial materials · Templates · Outdoor media · Merchandise · Print production · Regional master assets