Marisela B.

Provide strategic consultancy in brand identity and packaging design for global FMCG clients and emerging startups, with a focus on distinctive, consumer-centric visual systems.

. Led visual identity and packaging initiatives for brands under Danone, General Mills, and Colgate Palmolive across diverse categories. . Directed branding and packaging system development for U.S.-based agencies, delivering standout solutions across dairy, beauty, and haircare categories.Conducted category audits, brand architecture mapping, concept ideation, and trend assessments for special projects. . Advised on brand identity, packaging, and design strategy—applying deep expertise in consumer insight, experience design, and scalable systems.

Led creative direction and program development for national youth initiatives across the UAE—translating complex educational goals into engaging, brand-aligned experiences with strategic and visual impact.

. Directed creative strategy, brand identity, and content development for Bon Education and its flagship programs—delivering consistent, high-quality outputs across multiple workstreams. . Designed and managed the end-to-end rollout of learning experiences on topics such as accessibility, innovation, and inclusion, aligning program goals with timelines, stakeholders, and audience needs. . Lead the design and facilitation of interactive in-person and remote workshops on topics such as: creative design thinking, universal design and empathy, supporting capacity-building, collaboration and systems thinking in participants. . Oversaw cross-functional teams of learning designers, program managers, and external collaborators to ensure timely delivery and measurable impact for clients including Expo City Dubai, ALDAR, ADEK, DIDI, and the National Multiple Sclerosis Society.

Led the global design transformation of Huggies, establishing a unified brand vision and scalable design systems across North America, Latin America, and Southeast Asia—driving brand consistency and operational efficiency across the baby care portfolio.

. Developed and launched Huggies' first global brand identity system, standardizing visual assets, design principles, and packaging across all regions. . Created and implemented global photography guidelines to align brand storytelling across packaging, retail, and marketing communications. . Collaborated with regional business leaders to translate global strategy and consumer insights into locally relevant, high-impact design solutions. . Directed external agencies and production partners to ensure seamless execution and creative excellence from concept to shelf.