Senior & Brand Designer
Visual identity & digital experiences for hospitality and lifestyle brands.
Flor Iglesias — Madrid
UX/UI
Branding
Editorial
Communications system and graphic pieces for the membership program of Meliá Hotels International.
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Brand implementation lead for Meliá Hotels International's vacation ownership rebrand — from sales room redesign on-site in the Dominican Republic to full collateral rollout across international markets.
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Digital design and visual communications for a leading transportation brand in Cancún — banners, campaigns, landing pages and social media.
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Website redesign for a Cancún-based DMC. Corporate user personas, journey maps and a hi-fi prototype focused on optimizing B2B conversion.
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Full identity for a wax center in Cancún: imagotype, palette, typography and brand applications.
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Visual identity for a natural products brand. Logo, organic palette and brand materials.
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Nescafé experience app: user research, information architecture and high-fidelity interactive prototype.
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Group travel planning app. Research, information architecture, wireframes and usability-tested prototype for collaborative itineraries.
View ProjectExtending my brand work into motion and 3D with Spline — exploring how identity, type and product can live in interactive, dimensional space. Works in progress.
Interactive landing concept — a portfolio home page built as an explorable 3D space.
Material and lighting study — playing with reflection, depth and surface response.
Animated button study — exploring press, hover and feedback states in 3D.
3D product concept — a beverage brand home page with an interactive hero in real time.
Senior brand designer with 15+ years leading visual identity for international hospitality and lifestyle brands — including Club Meliá (now Circle by Meliá) at Meliá Hotels International, with creative direction across Mexico, the Caribbean, and Spain. Recently certified in UX/UI (EBAC, 2026), I bring craft and brand thinking into digital product design. Based in Madrid, available for hybrid and remote roles. I integrate AI into my design process to move faster from insight to concept without sacrificing depth or craft.