Tissimum©
Tissimum©
Creative engineering for thoughtful brands.
Project Overview
This project is a full advertising campaign built around the launch of Tacones Orquídea, an artisanal heel from the Mexican footwear label Tissimum, developed in collaboration with a local boutique partner. The brief called for a strategic, persuasive campaign for a handmade regional product entering a new market, positioning the shoe not just as footwear, but as a wearable piece of Mexican craft identity aimed at confident, style driven women aged 20 to 40. The work moves through a complete advertising development arc: theoretical grounding in campaign typology and persuasion methods, primary research into the product's cultural and material context, a structured teardown of competitor and reference campaigns (Valentino, Christian Louboutin, Miu Miu, Isabel Marant, and others), audience definition through demographic, psychographic and sociocultural profiling down to a named buyer persona, and a creative strategy phase that distilled all of this into a positioning line, tone, and concept territory.
From there the process becomes tangible: three parallel rounds of hand drawn sketches exploring emotional, rational, and proactive creative routes, narrowed through client style corrections into a single selected concept and formalized in a creative matrix (concept, copy, promise, tone). That concept was then taken into digital production, first as digital roughs, refined through iteration, and finally resolved into a full suite of finished assets: posters, exterior billboards, mini billboards, printed banners, a magazine spread, and a matching set of digital formats (Instagram posts, stories, carousels, Reels, and TikTok video), each specified with exact dimensions, resolution, and color mode ready for production. The campaign closes with applied mockups and physical dummies showing the work in real placements, backed by a full media plan and cost breakdown across two months of flighting.
Duration
2 months
Industry
Advertising Design
Location
Mexico
Project Overview
This project is a full advertising campaign built around the launch of Tacones Orquídea, an artisanal heel from the Mexican footwear label Tissimum, developed in collaboration with a local boutique partner. The brief called for a strategic, persuasive campaign for a handmade regional product entering a new market, positioning the shoe not just as footwear, but as a wearable piece of Mexican craft identity aimed at confident, style driven women aged 20 to 40. The work moves through a complete advertising development arc: theoretical grounding in campaign typology and persuasion methods, primary research into the product's cultural and material context, a structured teardown of competitor and reference campaigns (Valentino, Christian Louboutin, Miu Miu, Isabel Marant, and others), audience definition through demographic, psychographic and sociocultural profiling down to a named buyer persona, and a creative strategy phase that distilled all of this into a positioning line, tone, and concept territory.
From there the process becomes tangible: three parallel rounds of hand drawn sketches exploring emotional, rational, and proactive creative routes, narrowed through client style corrections into a single selected concept and formalized in a creative matrix (concept, copy, promise, tone). That concept was then taken into digital production, first as digital roughs, refined through iteration, and finally resolved into a full suite of finished assets: posters, exterior billboards, mini billboards, printed banners, a magazine spread, and a matching set of digital formats (Instagram posts, stories, carousels, Reels, and TikTok video), each specified with exact dimensions, resolution, and color mode ready for production. The campaign closes with applied mockups and physical dummies showing the work in real placements, backed by a full media plan and cost breakdown across two months of flighting.
Duration
2 months
Industry
Advertising Design
Location
Mexico
Services
Brand Identity Brand Strategy Art Direction Social Media Design Marketing Design
Client
Tissimum©
Graphic Design
The visual language is built around a single unifying motif: the orchid. Rather than treating the flower as decoration, it's used as the campaign's central symbol, standing in for femininity, exclusivity, and the handmade character of the product, and it threads consistently through the color story, photography direction, and copy ("La perfección se eleva en tacón"). The palette leans into soft, saturated florals: lilac, rose, and warm orange tones, carried across posters, billboards, and social formats with enough consistency that a single piece from the set reads immediately as part of the same campaign.
The visual language is built around a single unifying motif: the orchid. Rather than treating the flower as decoration, it's used as the campaign's central symbol, standing in for femininity, exclusivity, and the handmade character of the product, and it threads consistently through the color story, photography direction, and copy ("La perfección se eleva en tacón"). The palette leans into soft, saturated florals: lilac, rose, and warm orange tones, carried across posters, billboards, and social formats with enough consistency that a single piece from the set reads immediately as part of the same campaign.
Typography and composition stay disciplined: clean, legible hierarchies built for distance reading on outdoor formats, paired with more editorial, delicate type treatments on the printed poster and magazine pieces, echoing the elegant, feminine, aspirational tone defined in the creative strategy. The competitive audit did real work here. Valentino and Louboutin's minimalist, high contrast product first compositions and Bon Bonite's soft monochrome staging visibly shaped the decision to keep the product as the undisputed visual anchor in every execution, while Miu Miu and Isabel Marant's saturated color language informed the decision to lean into color rather than neutrals.
Collaborators
Andrea López & Fabian Uvalle
Date
Creative Direction
Every deliverable was engineered for its output medium: CMYK for print, RGB for digital, format accurate crops for billboard, story, reel, and carousel, which speaks to a design system built for production, not just presentation. The final mockups and dummies close the loop, showing the identity holding up believably in situ: on a plaza billboard, a printed poster, and physical collateral, which is ultimately the test of whether a campaign identity is strong enough to survive contact with the real world.
Every deliverable was engineered for its output medium: CMYK for print, RGB for digital, format accurate crops for billboard, story, reel, and carousel, which speaks to a design system built for production, not just presentation. The final mockups and dummies close the loop, showing the identity holding up believably in situ: on a plaza billboard, a printed poster, and physical collateral, which is ultimately the test of whether a campaign identity is strong enough to survive contact with the real world.
