A sharp mind with a playful eye. I ask annoying questions until the brand makes sense.
Hi, thanks for stopping by.
My name is Paula.
I'm a designer, and I use design as a tool for thinking.
I'm interested in everything that happens before opening a program: understanding context, listening, observing, researching, and questioning what we take for granted.
I'm not looking to apply formulas or have infinite answers.
My final degree project: taking a sign-making workshop with over 30 years of history online, from market research to the identity and a product customizer. Today it's a live online store: I designed the entire frontend and I also create its social media content.
Two visual concept proposals for new Microsoft Copilot features, developed in 48 hours alongside the Brut agency.
An editorial commission for La Perdiz Roja reinterpreting a Don Quixote character through self-portraiture, digital drawing, and a lens on gender stereotypes.
A four-person group project: an augmented reality short for a European educational project that teaches young people sustainable eating and consumption habits. My tasks were character rigging and animation, the illustrations (clouds, seed, plant, drip irrigation, hat, and packaging), and the storyboard together with another teammate. I also supported the direction and every other phase of the project.
A photographic series on obsessive-compulsive disorder. Eight chapters, one for each subtype, made with long exposure, solarization, and projected shadows, and gathered in an editorial dossier.
Professional product photography across two different registers: from low-cost makeup brands to a Porsche dealership. One of my Porsche photographs was selected for the official dealership in Valladolid, where it is still on display.
Photography and editorial design for a charity adoption magazine — a format that could be replicated with other shelters.
A fully self-driven project in collaboration with the Defensa Animal Palentina shelter: portrait photography sessions with dogs and cats up for adoption, brought together into an editorial dossier with a profile for each animal and a basic care guide for whoever fostered them. The full charity magazine never made it to publication, but one of the sessions had a real result: the foster carer who took part in it ended up adopting the dog he'd been fostering.
Produced in 6 hours for the El Sol festival, one of the most important advertising creativity festivals in Spain and Latin America.
El Sol is an annual festival now in its 38th edition, a benchmark for advertising professionals across Spain and Latin America. The brief for 2024: an advertising video positioning Ciudad Málaga beyond tourism, as a reference point for culture, art, technology, and progress. Working in a team of six, I shared storyboard and task organization duties, wrote the scripts, and animated all the illustrations and infographics in the storytelling.
A guide for businesses that feel their image needs a change, but don't know which one, or whether it really does. No answers: the questions worth asking before touching a logo, a website or a sign.
Five steps, with a notebook at hand: what you think you need, a snapshot of your brand today, the questions about your business, a translator for brand concepts in plain words, and your own questions, sorted into what you know, what you assume and what's left to find out.
Video & organic creativeVideo editing · Social content
For agency clients: weekly organic reels and video ads with A/B variants, from personal brands to tourism.
Landing pagesLaunches · Evergreen
For agency clients: lead generation and lead magnet landing pages, with A/B versions, for health, wellness, and tourism.
Paid mediaAd Creative
For agency clients: ad creatives for acquisition, retargeting, and sales in tourism, education, and tech.
The contact section on a website tends to go pretty unnoticed, but to me it's the most important part. It means I've sparked the curiosity in you that I was after from the very beginning.
Send me your questions and thoughts at paulapuevas@gmail.com.
Write an interesting subject line — I like to be surprised too.