About the company

My role

As a Senior Digital Art Director, I played a pivotal role in shaping the company's brand identity and creative strategy.

My responsibilities spanned across ideating and executing marketing campaigns, enhancing the digital experience for users, and bringing Holaluz’s values to life through design and storytelling.

I joined Holaluz when the team was a small group of 30 people and had the privilege of witnessing—and contributing to—the company’s transformation into a publicly traded business with over 150 employees.

From digital-first campaigns to large-scale rebranding efforts, my work spanned:

Crafting engaging social media and website experiences.
Designing CRM flows that enhanced customer retention.
Organizing and promoting events in Barcelona and Madrid.
Developing cross-media campaigns, including TV ads and digital banners.
Create digital flows for users.
Conversion from Landing pages.

This dynamic, fast-paced environment honed my ability to adapt, innovate, and collaborate with multidisciplinary teams.

Founded in 2010, Holaluz is a green energy pioneer, driven by the mission to create a world fully powered by renewable energy. As Spain's first energy company certified as a B Corporation, Holaluz stands out for its commitment to sustainability, innovation, and people-centered solutions.

Holaluz projects

In a competitive energy market, Holaluz needed a disruptive and cost-effective campaign to grab attention and spark conversations. The goal was ambitious: make noise on social media, attract online press coverage, and engage our audience—all with a minimal budget of under €200.

The challenge

Objective

The campaign had to embody Holaluz’s bold, innovative, and approachable personality while seamlessly aligning with our freshly revamped branding.

Most importantly, it needed to stand out, be shareable, and resonate with both B2C and B2B audiences.

Project 1: Iluzprofeno

July 2017 · Conceptualization and design as Senior brand designer

From over ten brainstormed concepts, we chose Iluzprofeno, a playful and symbolic item presented as the ultimate "cure" for energy problems. It mirrored our company’s promise: simplicity and relief from the complications of traditional energy providers.

Collaborating with suppliers across Spain, I designed and oversaw the production of:

The branded Iluzprofeno tablets and their packaging.
A detailed technical sheet describing the product in humorous yet educational terms.
We also created a website to show how Iluzprofeno was and what it could do for you, as if it were a pharmaceutical.

We strategically sent 100 units to influencers, media outlets, and select customers in both the B2C and B2B spaces, ensuring maximum visibility.

Final proposal

KPI's we moved

The campaign achieved outstanding results for its modest budget:

17 organic Twitter mentions from influencers and followers.
7 media articles highlighting Iluzprofeno and Holaluz’s creativity.
New B2B partnerships, notably with pharmacy networks intrigued by the unique branding approach.

Some links to news that are still online:

Marketing news

Reasonwhy

When Holaluz decided to invest in a television campaign, the challenge was twofold:

Educate the audience about how simple and quick it is to switch to green energy with Holaluz.
Overcome the prevalent misconception that switching energy providers involves lengthy processes and complex paperwork.

The Challenge

Objective

We needed a short yet impactful 10-second TV spot to air on Catalan broadcaster TV3, designed to:

Showcase the ease of switching to Holaluz.
Highlight the benefits of clean, renewable energy.
Drive traffic to the website, convert leads, and reinforce Holaluz as a trusted and innovative energy provider.

Project 2: TV add

2016 · Conceptualization and Brand designer

We opted for a setting that would feel instantly relatable: a typical Barcelona apartment. By emphasizing natural light and lush greenery, the visuals symbolized the values of green energy and Holaluz’s local roots.

The campaign extended seamlessly into the digital space, with assets repurposed for banners, social media, and website updates, creating a cohesive user journey.

Final proposal

KPI's we moved

During the campaign, Holaluz experienced:

More than 1 million views of the campaign video. And more than 50% of the viewers watched it to the end.
Emailing to customers with an OR of 72% and a CTR of 33%.
More than 220k visits to the landing page.