All Work
Extraordinary
The Situation
Tequila Herradura is one of the most storied spirits brands in the world — founded in 1870, never cutting corners on the craft. But for most of its history, the brand's visual world was inconsistent, underbuilt, and impossible to scale. There was no organized asset library. No cohesive visual system. No campaign foundation to build from.
The brief for "Extraordinary Awaits" was to change that — and to launch Herradura's first major global marketing campaign in its history.
What I Did
I built the entire visual world from scratch. That meant developing a comprehensive campaign visual toolkit — a full design system that could travel across markets, channels, and expressions without losing coherence.
That included KV guidelines with exact crop specifications for horizontal and vertical formats, an OOH blueprint mapping every distinctive brand asset (the bottle, the horseshoe, the foliage, the vibrations), photography art direction across product, cocktail, and lifestyle scenarios, copy standards including expressive campaign headlines, and a photo library built to be the foundation for all subsequent creative.
I also co-created a series of mixed-media billboards with Colombian artist Carolina Buro Niño — bringing the brand's Mexican heritage into dialogue with contemporary art.
Campaign photography — product and cocktail library
Photo library — products isolated, versatile across formats
The deliverable wasn't just a campaign. It was the system — organized, documented, and built for a team to actually use.
Building a Visual Architecture
Establishing a visual blueprint that tells a story — and is ownable and flexible.
The System
Everything built, organized, and ready for a global team to deploy — immediately and consistently.
Launch Key Visual
In addition to needing the everyday tools, we needed an attention-catching splash for the launch campaign that met the visual aesthetic and also nodded to the brands heritage through art and craft.
We created guidelines for the use of this as well. It was then launched with out of home —
In social and animated too.
The Result
In July 2021, "Extraordinary Awaits" launched as Tequila Herradura's first official major global marketing campaign in the brand's 153-year history. The toolkit gave the brand a coherent visual foundation — photography, guidelines, OOH, copy standards — that could travel across markets and media without losing identity.
For the first time, anyone working on the brand had a system to work from. Not just a campaign. A foundation.
