Cobee
From rising brand to strategic asset.
Context
I joined as the first Brand Design profile in the company, during hypergrowth, from Series A until the acquisition by Pluxee.
There were no brand processes or operations in place. They had to be built from zero.
DesignOps
I designed the ticketing and prioritization system that organized all brand requests, with delivery deadlines set for the first time.
This removed the dependency on freelancers for recurring work. They were used only for specific volume peaks.
I also documented all brand processes and resources, for internal and external use. The result was a system that did not depend on one person.
I led a team of two: one designer for brand and B2B, and one person for B2C with a dotted line to me.
Art direction
The brand already had a logo, color, 3D illustration and typography, but no guidelines and no consistent use.
I professionalized those same elements: I updated the 3D illustration style and corrected the proportion of color use.
That work raised the overall visual level and helped consolidate Cobee as a reference brand in a B2B2C model in the HR sector. I also managed brand consistency from Spain across all the markets where it operated (Mexico and Portugal).
From rising brand to strategic asset.
Context
I joined as the first Brand Design profile in the company, during hypergrowth, from Series A until the acquisition by Pluxee.
There were no brand processes or operations in place. They had to be built from zero.
DesignOps
I designed the ticketing and prioritization system that organized all brand requests, with delivery deadlines set for the first time.
This removed the dependency on freelancers for recurring work. They were used only for specific volume peaks.
I also documented all brand processes and resources, for internal and external use. The result was a system that did not depend on one person.
I led a team of two: one designer for brand and B2B, and one person for B2C with a dotted line to me.
Art direction
The brand already had a logo, color, 3D illustration and typography, but no guidelines and no consistent use.
I professionalized those same elements: I updated the 3D illustration style and corrected the proportion of color use.
That work raised the overall visual level and helped consolidate Cobee as a reference brand in a B2B2C model in the HR sector. I also managed brand consistency from Spain across all the markets where it operated (Mexico and Portugal).
