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Fresco y Mas needed to create experiential buzz behind the repositioning of the Winn Dixie grocery chain into the new brand. My team was tasked with ideating and creating moonshot concepts to create excitement surrounding the brand launch.

In Person Interviews and Research: I conducted onsite user interviews at a Fresco y Mas store grand opening in Miami, Florida. I learned user preferences for preferred Cuban food and insights into types of events that would excite them to attend. We used these insights to inform the event themes for our experiential trailer.

Pain Point: Current Winn Dixie stores to not prominently stock or display the grocery items the communities of South Florida know and love. 

Ideation: Through a schedule of experiential events to raise awareness of a Winn Dixie rebrand to Fresco y Mas customers change their perception of the grocer. 




Much like the store itself, the goal of the experience initiative was to introduce the quality and authenticity of the shopping experience without people needing to walk into the store. “We make it easy to make the latin dishes you love, and we understand latin heritage and can help you celebrate it”. The message was clear, the Winn Dixie went away but now the store in your neighborhood is authentic.

My Role: Based on my creative direction,  the team created a sharable and lively experience communicated in my renderings.

Social Media: We leveraged SnapChat filters on-site to enable visitors to digitally enjoy and share hispanic cuisine.


The Snapchat filter allowed all guests to enjoy hispanic cuisine and share it with their friends.


– Onsite Cuban coffee sampling
– Couponing and latin recipes to drive people to the store.
– A phone number collection campaign. “Text for a chance to win a $100 Gift Card”
– An on-site dance party
– A photo booth with props
– A snapchat activation

Guests can sample fresh Cuban bread in the pop up bakery.

The Fresco Fiesta features music, dance and food sampling.

Recipes and branded photo strip takeaways (left). On site photo booth allows guests to dress like they are the center of the party, and share the photo with their friends (right)

Floorplan selector screen captures (left and right)

THE DESIGN: Floorplan

  • Photo booth
  • Photo printer
  • MC dance station
  • Coffee sampling station

Research in depth: 

I performed primary research by conducting live interviews to learn insights directly from customers at a South Miami Fresco y Mas grand opening. 

From shipping software to crafting experiences, I've been around the block

Here are some stories and case studies from my design experience:

A health tech platform that optimizes test kit delivery

My product design journey improving the  the portal experience for patients and practitioners—driving results for end users.

A tool to help customers select an Airstream model to fit their camp style

My journey through camper research, customer interviews, and leading the product design for a tool designed to increase consumer confidence.

A gesture controlled experience where you fly like a bird for a chance to win a trip to Florida

My creative journey designing a game using user gestures to propel a bird through a journey from Chicago to Florida.

Auditing a real estate data Saas product to improve ecommerce

Improving an ecommerce user experience for a real estate data provider.

Mobile app and experience projects

A review of screen captures for a few mobile interaction design products that lead into comprehensive product design case studies.

Optimizing the product experience for a global auto parts brand

I was leading a rebrand of the 90 year old automotive brand and undertaking the direction of the desktop and mobile website redesign to achieve business and partnership goals.

Changing the way a global hospitality company creates interactive proposals

I brought to life a business pitch and proposal with interactive elements, sounds, videos and immersive experience that helped my client tell their story in a memorable way.

A pop up home experience that brings energy saving products to life

A case study that walks  through the planning, design and execution for the traveling mobile exhibit that packs in four rooms of a household into a carefully designed, 5x5 foot space.

A dynamic website design to showcase an experiential agency's digital capabilities

Working with Monster Media to reposition their digital, experiential and social media offerings to a diverse lineup of clients.

Designing a web3 platform to enable user access environmental conservation initiatives

Conserve Wildly is a mobile app platform designed to make it easy for allow citizens to vote on local conservation protection measures and proposals.

Matching volunteer's talents with dog rescues that need their help

The Rescue Dogz app is a platform connecting skilled volunteers with nearby dog rescues that need their help.

Creating a buzz for a rebranded grocery chain in Florida

I interviewed customers in preparation for learning how to create an appropriate and immersive experience that celebrates Hispanic culture

Want to learn more about me?
Feel free to reach out.