Natalia Jasso


SELECTED PROJECTS 


Stanley 1913BRAND REFRESH & GUIDELINES [PASSWORD PROTECTED]

Dickies

IDENTITY  

CliniqueIDENTITY

Hongueras PjiekakjooIDENTITY

Kohl’sIDENTITY

Me!BathBATH PRODUCTS [PASSWORD PROTECTED]

MontoFINTECH

JuantonsFROZEN FOOD 

YokoRESTAURANT 


ARCHIVE



HUSH HUSH (BAR)
PLANTARIUM (PLANT SHOP)
FRUITIKI (POPSICLES)
    KELLA (PET PRODUCTS)
    NEGRO BLANCO CAFE (CAFE)





    ABOUT ME


      Hey! I’m Natalia—a graphic designer obsessed with turning big ideas into bold visual identities. I specialize in conceptual thinking, expressive design, and building brand systems that actually work. Let’s make something unforgettable. Reach out anytime!


      Let’s work together →


      IDENTITY REFRESH + BRAND GUIDELINES

      Stanley 1913 



      About the project

      Culturally explosive. Commercially booming. 
      Visually fractured. Stanley had the positioning but not the personality to back it up.

      We built one.      Credits

      Strategy Design Director:
      Kate Stevenson

      Design Director:
      Natalia Jasso
      Strategy team:
      Madeleine Rafferty 
      Project Manager:
      Will Clark




      A custom typeface, Stanley Favorit, gave the brand a voice before it said a word. Favorit was selected for its details that naturally paired with the Stanley wordmark. Four weights. Built on Dinamo's original, shaped to Stanley's character







      We defined a new photographic language and a voice to match. The art direction moved Stanley away from flat product shots and generic lifestyle into imagery with texture, emotion, and point of view. Bold color, tight crops, real settings, a sense of motion. Products appear as part of a life being lived, not styled on a surface.

      The voice system gave that same energy to language. Confident, active, conversational. A vocabulary framework replaced corporate copy with words that actually sound like the brand. Art direction and voice were built as one system, not two, so photography and copy always pull in the same direction. This work was later developed into comprehensive photography guidelines covering casting, lighting, composition, and product integration.








      The system lives in a Figma-based toolkit built for global teams.

      From strategy to launch, we helped Stanley shift from momentary hype to a brand built to last.