About

Hi! I’M CAROLINA

Hi! I’m Carolina, a UX Designer/Creative Director in New York. I’m originally from Argentina but I consider myself a New Yorker since I’ve lived here for most of my life.

I always knew that I wanted to be a designer. As a kid I collected all sorts of packaging, excitedly waited for the commercials when watching a show, and saved international magazines as treasure under my bed.

I’ve always been interested in how images and messages affect people’s behavior. I love how the marriage or divorce of color and typography can change the mood and impact of communication. Later in my career I also learned to appreciate how culture plays a mayor role in how we communicate and interact. I started working in UX after obtaining a Google UX Professional Certificate and I love finding user centered solutions and products to benefit our every day lives.

I started my career at Ogilvy & Mather Buenos Aires and after a few years made my move to the New York office. There, I had the pleasure of meeting Paul Rand while working on one of the many IBM campaigns. We quickly became friends and I was lucky enough to be invited to his home every Sunday. I learned so much during that time and I’m so grateful for the knowledge that he shared with me.

Since then, I’ve worked with all sorts of clients including Fortune 500 companies and politicians. Nothing thrills me more than creating with others and discovering their genius. Finding simple solutions to complicated problems is my motor. I am a creative brand strategist that can ingeniously solve your business dilemma and find ways to increase your revenue while communicating your brand efficiently.

Contact me: [email protected]

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EXPERIENCE

SOURCETOP
2014-2025

 

 

 

LAS PIBAS EMPANADAS
2011–2014

SENIOR DESIGNER | UX Designer

  • Guided the initiatives to design and revamp product experiences across all
    brand portfolios.
  • Worked directly with engineering peers, ensuring the integration of the user’s perspective in cross-functional collaborations.
  • Advocated for user-centric design principles throughout the product development lifecycle.
  • Spearheaded the design and implementation of branding systems for prominent clients, including MRC Media (Billboard, The Hollywood Reporter), This Old House, Northwell, College Board, Texas Health, University of Maryland, Paircraft, Ilo, Entremés, and IDIOT Lab.
  • Developed comprehensive brand identities, web designs, infographics, presentations, social media templates, and packaging.
  • Led and communicated effectively with cross-functional teams to surpass project deadlines and deliver compelling client presentations.

CHOWGUYS.COM
2011-2016

 

 

SAVAGLIO | TBWA
2009- 2010

SENIOR VISUAL DESIGNER | UX Designer

  • Crafted the visual identity, branding, packaging, and advertising for digital and print platforms.
  • Formulated and executed the marketing and communication strategy, managing social media, advertising, and all visual elements.
  • Created low-fidelity wireframes and interactive prototypes to visualize and test design concepts before implementation of website.
  • Diagramed the interactivity of the website, creating detailed user flows and wireframes to guide development.
  • Ensured alignment with established design system standards.
  • Oversaw the daily operations of the company.

SAVAGLIO | TBWA
2008- 2009

SENIOR VISUAL DESIGNER | UX Designer

  • Designed and managed the website, along with overseeing social media communication.

SENIOR DESIGNER

  • Developed original identity/branding and strategy for the Province of Buenos Aires and Daniel Sciolli, Governor of Buenos Aires.
  • Art-directed print ads, promotional merchandise, and official invitations for the Bicentennial celebration of the Province of Buenos Aires.
  • Designed identity/branding and a website for Bairesfly, a high-end private airline.
  • Contributed to the art direction and concept creation of AméricaLate magazine, designing layout and logo, and art directing print ads and promotional merchandise.
  • Produced and designed interactive events for BMW.
  • Developed advertising assets for the Colón Theatre.
  • Created brand guidelines and toolkits for application in various media.

EDUCATION

Coursera | Google Certification

Universidad del Salvador
Buenos Aires, Argentina

Universidad de Belgrano
Buenos Aires, Argentina

Universidad de Buenos Aires
Argentina

International Center of Photography
New York, NY

Fotoclub Argentino de Fotografía
Buenos Aires, Argentina

FREELANCE SENIOR DESIGNER

  • Analyzed client brands, competitors, and target audiences and created/redesigned visual identities accordingly.
  • Developed brand guidelines and concepts for campaigns in different media (digital, social, video) for the City of Buenos Aires.
  • Google UX Design Certificate | September 2023
  • Bachelor of Social Communication
    Major in Advertising
  • Bachelor of Graphic Design
    Visual Communication
  • Photography
    Coursework: Composition Seminar, Lighting for Advertising
  • Photography
    Coursework: Polaroid Transfer, Pinhole Photography
    Flash Photography
  • Photography
    Coursework: Black and White Photography

LANGUAGES

Spanish, Native

French, Conversational

Italian, Conversational

REFERENCES
Available upon request.

SKILLS

  • UX/UI Design
  • Wireframing and Prototyping
  • User Research
  • Information Architecture
  • Interaction Design
  • Usability Testing
  • Branding
  • Art Direction
  • Graphic Design
  • Adobe Creative Suite
  • Sketch
  • Figma
  • InVision
  • HTML/CSS (Basic)