If a picture is worth a thousand words, what we see should tell a good story.
If a picture is worth a thousand words, what we see should tell a good story.
Released a full trilogy album independently, overseeing every aspect from creative direction to marketing and merchandise. This project served as a comprehensive demonstration of my ability to build a cohesive music brand and execute a complete multi-phase rollout strategy across design, digital marketing, and direct-to-consumer sales.
Role(s): Creative Director · Marketing Strategist · Graphic Designer · Merchandising & eCommerce Manager
Project Duration: 2018 – 2024
Artist Name: WhoIsAriel
Project Type: Music & Brand Development
Tools Used: Adobe Photoshop, Illustrator, Canva (Design), Meta Ads Manager, Aweber, ClickFunnels, Wordpess/Elementor (Marketing), Squarespace, Printful (eCommerce)
Key Contributions:
Design & Creative Direction
Developed the visual identity for all three albums, ensuring consistency in aesthetic, tone, and storytelling.
Designed album covers, promotional graphics, and content for use across Spotify, YouTube, Instagram, and other platforms.
Directed photoshoots and music video aesthetics to align with the brand.
Marketing & Promotion
Built a full-funnel digital marketing strategy, including social media content calendars, email campaigns, and audience engagement plans.
Managed social media accounts and grew an organic following through consistent branding and fan interaction.
Launched targeted digital ad campaigns (IG, Facebook, YouTube) to drive streams and awareness.
Handled press outreach and blog submissions to build credibility and reach new listeners.
Merchandising & eCommerce
Designed and launched exclusive merchandise collections tied to each album release.
Built and managed an eCommerce storefront using Squarespace & Printful
Oversaw fulfillment, inventory, and customer experience
Designed and developed an internal-facing website for The New York Times Corporate Conference Center, showcasing the available event spaces, on-site services, and in-house catering options. The site serves as a streamlined hub for staff to explore offerings, submit event requests, and browse catering menus.
Role(s): Web Designer · UX/UI Strategist · Content Coordinator
Project Type: Corporate Website
Tools Used: WordPress + Elementor
Client: The New York Times (Workplace Experience Team)
Key Contributions:
UX/UI Design
Designed a clean, modern, and intuitive interface that aligns with The New York Times brand aesthetic
Content Strategy & Copywriting
Wrote clear, professional, and engaging copy for each section of the site, including room descriptions, policies, and FAQs.
Collaborated with internal departments to gather accurate details for catering menus and booking procedures.
Incorporated high-quality photography of the event spaces and plated catering options to enhance visual appeal.
Designed custom icons and layouts for room specs, seating capacities, and catering categories.
Built the site using WordPress + Elementor, optimizing for desktop and mobile.
Integrated a request submission form with routing to the proper internal contacts.
Ensured accessibility, responsiveness, and fast loading performance across devices.
Outcome:
Increased staff engagement with the conference center and catering services.
Streamlined event booking process and reduced redundant email inquiries.
Positive internal feedback for clarity, design, and user-friendly navigation.
Collaborated on a client’s NFT project by transforming static 2D card artwork into dynamic, looping 3D animations. The goal was to bring each piece to life with fluid, rotating motion while maintaining the integrity and vibe of the original artwork. These animations were minted as NFTs and showcased in digital marketplaces.
Role(s): 3D Artist · Animator · Visual Effects Designer
Project Type: NFT Collection / Digital Art
Tools Used: Cinema4D
Key Contributions:
3d Modeling & Environment Setup
Interpreted and reconstructed 2D illustrations as 3D models using Cinema4D.
Maintained artistic consistency with the original cards while adding depth, lighting, and subtle textures.
Seamless Looping Animation
Created smooth, rotating loops with ambient motion that enhanced the visual appeal for NFT collectors.
Optimized animation timing and movement to meet platform requirements (file size, resolution, loop length).
Visual FX & Rendering
Added visual flair through lighting, particle effects, and motion enhancements that gave each card a cinematic polish.
Rendered high-quality video loops in formats compatible with blockchain minting and NFT displays.
Client Collaboration
Worked closely with the client to ensure the animations stayed true to the project’s lore and aesthetic.
Delivered multiple previews and final renders ahead of schedule for minting and promotional use.
Outcome:
Enhanced the value and uniqueness of the NFT collection by converting still art into captivating motion pieces.
Helped the project stand out visually in a saturated NFT space, contributing to early sales and engagement.
Built a reusable animation workflow for future additions to the collection or other digital drops.
Conceptualized, designed, and launched an original card game built for fun, social interaction, and replayability. I led the full creative process—from game mechanics to visual storytelling—leveraging generative AI to create one-of-a-kind card art and an immersive aesthetic.
Role(s): Game Designer · Creative Director · AI Visual Artist
Project Type: Tabletop Card Game
Tools Used: Photoshop, Canva (AI Art)
Key Contributions:
Game Design & Development
Developed game rules, play mechanics, and card functions tailored for 2–6 players.
Balanced gameplay for both competitiveness and light-hearted fun, with replay value in mind.
Wrote the instruction manual and created print-ready card templates.
Creative Direction & World-Building
Established the game’s theme, tone, and character types to match a cohesive universe.
Designed card categories, icons, and interactions to enhance engagement.
AI-Generated Card Art
Used generative AI to create unique, stylized artwork for each card.
Enhanced and formatted artwork for print using Photoshop and Illustrator.
Curated art direction prompts to maintain stylistic consistency across all card visuals.
Prototype & Packaging
Designed the game box, instruction booklet, and packaging visuals.
Produced a limited physical prototype for testing and feedback.
Outcome:
Positive feedback from initial playtesters, who praised the unique visuals and easy-to-learn gameplay.
Built a visual identity that stands out in the indie tabletop space.
Set the foundation for future expansion decks or digital adaptations.
Produced a variety of custom vector-based graphics and logo designs for freelance clients across multiple industries including music, fashion, wellness, tech, and events. Focused on delivering clean, scalable designs that communicate brand identity clearly and effectively.
Role(s): Graphic Designer · Branding Consultant · Vector Illustrator
Project Type: Freelance & Commissioned Work
Tools Used: Adobe Illustrator
Key Contributions:
Logo Design & Brand Identity
Designed logos for startups, creatives, and small businesses—tailored to each client’s voice, target audience, and brand goals.
Delivered complete logo packages including primary logo, alternate logo, icons, and usage guidelines.
Vector Illustration
Created stylized vector artwork for merchandise, social media, and digital campaigns.
Adapted illustrations for various uses—print, web, apparel, and motion graphics.
Client Collaboration & Creative Direction
Consulted with clients to understand their vision, industry, and desired aesthetic.
Provided multiple initial concepts, revisions, and final deliverables in various file formats (SVG, PNG, PDF)
Ensured all designs maintained scalability, clarity, and visual impact at any size.
Highlights & Results:
Built long-term client relationships through consistent quality and on-time delivery.
Contributed to visual branding for multiple businesses that saw successful product launches and increased customer engagement.
Expanded portfolio with a range of styles—from minimalist and modern to bold and expressive.
jonathan [at] madewithmelendez.com