Brand and Campaign Visual Designer · Berlin

I care about the big idea. And I make it work across channels, formats, and markets.

I create campaign worlds and visual directions that earn attention and stay strong as they travel. From paid social and CRM to e-commerce, packaging, and photoshoots, I stay hands-on and build systems that carry the idea further.

Start with the story Jump to recent work

What I work across

Campaign visual direction · Paid and organic social · CRM · E-commerce · Packaging · Photoshoots · Creative systems

The beginning

It started with The Sims.

My first encounter with design was not in a studio. It was in The Sims. I spent hours building houses, designing interiors, and changing small details until every room felt right. Then I gave the people inside a story. I staged scenes, took screenshots, and wrote conversations around them.

That curiosity became real work in visual merchandising and interior design across the Philippines and Singapore. Moving to Berlin changed the medium, but not the instinct. I still wanted to understand what people notice, how they move, and what makes the whole experience work.

The route in scraps

Swipe through the early years.

01 / 04

Scrapbook collage of four original Sims game covers with a handwritten chapter note
Scrapbook collage of three original visual-merchandising photographs with a handwritten Philippines chapter note
Scrapbook collage of Pinky's original interior drawing, worktable, and finished-space photographs with a handwritten interior-design chapter note
Scrapbook collage of four original photographs from Pinky's move to Berlin with a handwritten Berlin chapter note
A humorous HOLY Energy performance ad created for Pinky's internship design exam task.
Part of my HOLY internship design exam task

The idea that opened the door

My way into digital design was a meme.

For the HOLY internship design exam, I made a deliberately absurd performance ad instead of playing it safe. The joke was quick to understand, native to the feed, and built around a very simple product choice.

It showed the part of my thinking that still matters today: understand what earns attention, then make the message land. It probably helped me get the internship. Three months later, I joined full time. 😛

The move to Berlin became the move from physical spaces into digital brand work.

The work

The move into digital became a much bigger practice.

These are not separate stops in a gallery. They are the chapters that explain how my role and responsibility grew.

A blue illustrated character with closed eyes and a wide, calm smile.

Journey 03 / 05

HOLY · 2022 to 2024

The internship became a full-time role across the brand.

At HOLY, I learned how one energetic brand needs to behave across paid social, CRM, e-commerce, and print. I also helped direct selected campaign photoshoots. Every piece had to earn attention, support a commercial goal, and still feel recognisably HOLY.

View the full story
  • Paid and organic social
  • CRM
  • E-commerce
  • Landing pages
  • Print
  • Animation
  • Selected photoshoots
A HOLY campaign photograph with a person seated beside oversized product packaging on a blue set.
Campaign photography
A selection of HOLY paid-social campaign designs.
Paid and organic social
A grid of HOLY campaign email designs.
CRM and launch emails

Journey 04 / 05

Bears With Benefits · 2025 to now

From making assets to shaping the system.

That was the shift I started making when I joined Bears for performance creative. I helped evolve paid-ad design, introduced new testing formats, and improved how creative requests moved from brief to localisation.

The role grew into campaign visual direction, packaging, CRM, workflow systems, and mentoring. The common thread is making the idea clear, then helping it hold together across teams, channels, and markets.

View the full story →
  • Campaign visual direction
  • Performance creative
  • Packaging
  • CRM
  • Creative systems
  • Mentoring
Creative production workflow
A diagonal montage of Bears With Benefits performance ads across product benefits, seasonal offers, sleep, and Daily Essentials.
Performance creative
A diagonal montage of the Bears With Benefits Summer Sale campaign across product still life, lifestyle photography, and key visuals.
Summer Sale campaign
Five Bears With Benefits Daily Essentials pouches arranged in a bright studio flat lay.
Daily Essentials packaging

How I work now

A good idea has to work outside the presentation.

It has to earn attention, make the message clear, and give people a reason to click or buy. It should still work when the copy gets longer, the format gets smaller, or the idea moves into another channel or market.

  1. 01

    Know what the work needs to do

    Be clear about who it is for, what you want them to do, and the constraints before deciding how it should look.

  2. 02

    Build a direction that can travel

    Test the idea with real content and different formats while there is still room to improve it.

  3. 03

    Make the next round easier

    Refine the work with the right collaborators, then leave clear files, components, and guidance the team can use without starting over.

A small epilogue

There is more in the archive.

Older identities, personal concepts, and illustrations show the curiosity that sits beside the commercial work.

Rorubop character and wordmark pattern. Rorubop brand collateral and illustrated website design. Rorubop snack packaging on a pale background. Top section of the illustrated Rorubop website. Lower section of the illustrated Rorubop website. Detail crop of the Rorubop character pattern.
Rorubop
V. San Juan Dental Clinic identity on a pink background. V. San Juan Dental Clinic stationery and business cards. V. San Juan Dental Clinic branded tote bag. V. San Juan Dental Clinic social media templates. V. San Juan Dental Clinic pattern and icon system. V. San Juan Dental Clinic exterior sign.
VSan Juan Dental
Character illustration inspired by Yayoi Kusama. Warm portrait illustration of two friends. Character illustration of a woman with blue hair and red glasses. Illustrated banana bread recipe. Red and gold Chinese New Year illustration. Yellow illustrated collection of breads and baked goods.
Illustrations
Bea Espiritu identity system and stationery. Bea Espiritu intuitive art campaign image. Colourful Bea Espiritu art and identity composition. Bea Espiritu artwork presented in a minimal editorial layout. Bea Espiritu lifestyle brand image. Bea Espiritu wordmark on a dark background.
Bea
Bloombellas social and mobile brand mockups. Bloombellas business card mockup with a botanical wordmark. Bloombellas botanical illustration and wordmark. Bloombellas printed brand collateral. Bloombellas business card on a deep green background. Bloombellas mobile ordering and delivery mockup.
Bloombellas
Rio botanical room spray product mockup. Rio botanical packaging and shipping box. Rio Pumpkin Spice soap packaging. Rio healing salve tins on a lilac background. Rio botanical packaging pattern. Rio identity marks shown in a muted colour palette.
Rio
RT Artichoke and Spinach recipe packaging illustration. RT Organic Fresh Mint product packaging. RT Wild Pea Flower Tea packaging. RT identity cards and paper samples. RT illustrated postcards in a soft green setting. RT blue ribbon pattern.
RT

The next chapter

Think my way of working could be useful to your team?

I would be happy to hear what you are building and where design could help.

Contact me on LinkedIn

At a glance

About me

I am Pinky, a Brand and Campaign Visual Designer based in Berlin.

My career started in visual merchandising, moved through many kinds of interior design, and eventually found its way onto a screen. That is probably why I still ask the same questions: what should someone notice first, how should they move through the work, and do all the pieces belong together?

These days I work across campaigns, packaging, CRM, e-commerce, and photoshoots. I also build production workflows and mentor a junior designer.

Experience

2025 to now
Bears With Benefits Performance Marketing Manager
2022 to 2024
HOLY Energy Performance Designer
May to July 2022
HOLY Energy Graphic Design Intern
Earlier
Displays and spaces Philippines and Singapore

Away from work: usually thinking about mountains, planning a hike, or taking far too many photos of my dog.

Contact me on LinkedIn