Brand Curation and Design Coordination

Crocs is a brand with very defined guidelines and key visuals set by global, with strict control over their application. The work in Argentina wasn't about building an identity, but sustaining one: taking the elements already defined by the brand and translating them into the specific pieces the local market required —merch, seeding boxes, organic content for social media— without straying from the established visual criteria.

My main role was to act as Crocs' design reference in Argentina, coordinating and adjusting productions developed for events and stores, with a solid understanding of the brand's identity that allowed for aligned decisions even on new pieces not covered by global guidelines.

The result was that, in a brand with such high standards and demands, local executions never lost quality or drifted from the original standard — all graphic content produced was maintained at the level that defines Crocs globally.