Four identities, shown through the decisions that shaped them.
This gallery is intentionally selective. It records concept, craft and system logic without turning every project into a full case study.
[05]
Sé.Con.Siente
An approachable online-therapy identity that connects mind and emotion without becoming clinical, generic or visually infantilized.
Selected identity applications from Sé.Con.Siente.
Year2023
StatusCompleted
Role / scope
Brand strategy, creative direction, identity design and social-media system.
Public URL
Not public
Primary challenge
Create emotional safety while maintaining contemporary professional clarity.
Strategic decisions
Connect mind and emotion through a brain-heart symbol.
Use turquoise and purple as the primary recognition system.
Build a modular system for social content and highlights.
Delivered
Logo family and brain-heart icon / Palette and typography / Social-media templates / Highlight iconography
Evidence and credits
Gallery evidence is limited to concept, craft and system flexibility; no therapy or business outcomes are claimed.
Photography supplied by the client. Stock photography: Unsplash. Strategy, creative direction, identity and social-media system by Alethia Briones.
[06]
Aurora
A personal-growth identity centered on voice, awakening and emotional support, expressed through guidance and emergence.
Selected identity applications from Aurora.
Year2022
StatusCompleted
Role / scope
Brand strategy, creative direction, identity design and social-media system.
Public URL
Not public
Primary challenge
Express awakening and emotional transformation with clarity while avoiding predictable wellness language.
Strategic decisions
Combine a supporting hand with an emerging lotus.
Make “El despertar de tu voz” the central verbal idea.
Pair expressive display typography with a legible secondary family and flexible palettes.
Delivered
Logo family and hand-lotus mark / Slogan / Typography and palettes / Social-media applications
Evidence and credits
Gallery evidence is limited to concept, craft and system flexibility; no personal-transformation or business outcomes are claimed.
Photography supplied by the client. Stock photography: Unsplash. Strategy, creative direction, identity and social-media system by Alethia Briones.
[07]
Observa
A photography and visual-culture identity built around pausing, looking and interpreting the world through a Mexican lens.
Selected identity applications from Observa.
Year2024
StatusCompleted
Role / scope
Founder, brand strategy, creative direction, identity design and art direction.
Public URL
Not public
Primary challenge
Create a distinctive experimental identity while preserving typographic legibility.
Strategic decisions
Use a custom deformed wordmark to create a deliberate visual pause.
Develop horizontal and vertical variations plus an eye symbol inspired by a Mexican gaze.
Connect a high-energy palette with photography and modular exhibition formats.
Delivered
Custom wordmark / Horizontal and vertical marks / Eye symbol / Palette and typography / Poster and photographic applications
Evidence and credits
Gallery evidence is limited to concept, typographic construction and application range; no exhibition or audience outcomes are claimed.
Project photography supplied by the client or creator. Stock photography: Unsplash. Original concept, strategy, identity and art direction by Alethia Briones.
[08]
Rebeca Romo
A coherent personal brand for a trainer, athlete and nutritional chef, organized around the person rather than separate service identities.
Selected identity applications from Rebeca Romo.
Year2022
StatusCompleted
Role / scope
Brand strategy, creative direction, personal identity system and content direction.
Public URL
Not public
Primary challenge
Unify three professional roles while avoiding fitness clichés and graphic overload.
Strategic decisions
Lead with Rebeca’s name rather than creating separate service brands.
Use one type family and let multimedia content carry the system.
Use balance, congruence, reflection and harmony to define identity and content pillars.
Delivered
Personal-brand strategy / Positioning and distinctive mark / Palette and typography / Content pillars / Social-content direction
Evidence and credits
Gallery evidence is limited to strategic role integration, concept and content direction; no business or health outcomes are claimed.
Photography supplied by Rebeca Romo. Stock photography: Unsplash. Strategy, creative direction, identity and content direction by Alethia Briones.
