Leslie Pineda

Did you know that Penske is so much more than moving trucks? Well, thanks to the fact that I work at a B2B growth strategy agency, I learned all about it!

The copywriter and I focused on how we could convey that people are unwilling to sacrifice quality in their food and beverage supply chain. So, we chose tapping into our basic sensories by showing the freshest orange or cool bottle of milk. You can smell it, taste it. And the reason we get to have that experience after we shop at the grocer is because of all the planning along the journey. We just don’t see it for what it is right away.

Style scapes are typically used as a rebranding exercise but we decided to create style style scapes for a website redesign. Split, coming off a fresh rebrand, hired us for our expertise on conversion and awareness. The website is now redesigned based off these style scapes.

Various design work, packaging, retail posters, photo shoots…

Will upload more soon.

Brand redesign for Wild Cider, which included the logo, cans and 6 pack packaging. We also worked on their Instagram to tell their personal story and introduce the can redesign and wild tales initiative.

Each can has a unique Colorado landmark with coordinates hidden as well as a wild tale to get the conversation going around the campfire or at the bar- your choice.

Can posters were created for various liquor store promotion and posters for Wild Tales were created to show the whole story with a bit of fun that can be found via the website.

Nemah is a new skincare line for pregnant and post-partum mothers. Designed the brand through logo design, packaging. (primary & secondary) and building out the style guide for their social media team.

Designed an entire website (15+ pages) and worked with developers to make it happen.

I worked with the team to build upon this idea of getting out of the old age of doing things. The ACD came up with the initial concept and I helped image search and image edit to give it that vintage vibe. I also helped blow it out for ads and award entries.

Concept ideas for Skillable, a company that creates a platform for more hands on trainings for employees.

The concepts here show 3 different ways that Skillable can “elevate” brain power, businesses and personal goals with training.

The agency was going through a complete rebrand so I was tasked with key art visuals. The copywriter and I leaned into the concept of making dreams a reality and ran with it.

Facebook ad that ran as a carousel image in October 2020.

It was a hot summer day in 2016… Alec and I (my husband slash partner in crime) are sitting on the couch of our hot apartment and says, “you know what? I don’t want to work in HR anymore… I want to make bagels for the kind people of Fort Collins, CO!” So we started a bagel business and did that for 4 years until he went on to the next adventure.

Random illustrations based off… something.

Procreate / Adobe Illustrator

A passion project of the under-employed. I documented my day in a postcard sized template every day for one year in any of the Helvetica weights that felt right. These are my faves.

Team Coco actually retweeted the portrait of Conan O’Brien and posted it to their tumblr (helloooo 2011) and it made my decade.

Out with the old and in with the new. Each series design hits on a different consumer between the rugged mountains, the on-the-go city walker and the fashion forward person.

What?? You didn’t know that OtterBox sold camping gear?

Venture Coolers are modular in design and have different mounting capabilities. The packaging for some items were designed with accessibility so that consumers could “try on” the mods with an actual cooler. All of the dielines varied but maintained the OtterBox + Outdoors branding through out.

At the bottom are photos of my process in early stages of concepting. Draw everything to get the cobwebs out then taking the solid ideas to the computer for comps.

Expression at OtterBox is a part of the style series brand refresh to appeal to Gen Z. Pops of color and road trippin’ getaways is only part of it. There was a lot of freedom here to take the lifestyle shots and give it a vibe that screams, “find me here and take dramatic desert selfies together”. I had a ton of fun and creative freedom to create ads that will show up on Buzzfeed, Bustle, Popsugar and Instagram.

Image 1: Instagram Carousel

Image 2: Instagram Carousel

Image 3: Instagram Carousel

Image 4: Mix of different ads for Buzzfeed, Bustle and Popsugar

Profile Series was a folio iPad case set at a lower price for consumers with older tablet devices. The ask was for a premium look with try-on access.

Concept process is below.

Lead initial set design which was taking the entire OtterBox product line and creating a “Christmas” town. Photos from different parts of the town made PDP assets and the digital holiday gift guide “12 Days of Deals” on otterbox.com.