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Falabella Bank
I worked with Falabella Bank (Banco Falabella), designing social media and digital campaign assets informed by insights from Google Analytics, marketing research, and A/B testing.
I developed key visuals and visual pieces while maintaining strict brand and campaign consistency, adapting creatives to different stages of the sales funnel. Each asset was tailored to the user’s moment, such as credit approval, consideration, or conversion, ensuring visual coherence across touchpoints while responding to the user’s specific context and intent at every step of the journey.
Graphic Design - Visual Design - Strategy
CASE 1 - GENNIALS: Designing for Real-Life Milestones
Insight
Research revealed that many millennials were acquiring debt to purchase their first apartment, with a strong concentration among couples rather than individuals.
Concept
We built the Gennials campaign around real-life milestones, positioning credit as a practical step toward shared goals. Visuals were grounded in relatable domestic settings and personas that mirrored the target audience.
Visual Direction
Initial A/B testing compared individual versus couple-based imagery.
Assets featuring couples in a new-apartment context consistently outperformed, leading us to standardize this direction across the campaign while maintaining brand consistency.
Reference image of a Buyer Persona
Design Rationale
As users progressed through the funnel, visuals were adapted to their intent.Follow-up creatives targeted users who had engaged but not converted, maintaining visual coherence while addressing hesitation and reinforcing relevance at each stage.
Social Media
The A/B Testing
The second option had better performance, and from that came the next one
Other visuals were made later using the same insight but for other moments in the funnel
Design Rationale
By anchoring the message in a concrete life event, the campaign addressed low product adoption by making the value of life insurance emotionally relevant and immediately understandable for this audience.
Social Media
Cases like this were the bread and butter of every day
Behind every piece is an insight translated into visual form. Behind every iteration is a deliberate consideration of where the audience stands in the sales funnel.
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