Myrna Covarrubias

Responsible for being client face, strategic team member for diverse PepsiCo brands and administrative aspects related to my accounts. I am involved in global projects, with several regions, new businesses and BFY brands.

- Corporate Identity Design
- Assessor for undergraduate students to develop their dissertations

Dermaplastic is a chain of clinics located in the State of Sonora in Mexico. It provides professional medical services focused on plastic surgery and dermatology. We've been working together in growing the brand so people know this is not just another clinic where they help you look better, Dermaplastic has doctors graduated from UNAM and specialized in the services they offer. It's been hard to position it and inform people about their differentiation to others, but step by step it is being known and its patients are as well recommending it.

Mainly I've been dedicated to building the brand identity; developing the creative concept through the years, eventually supported by an advertising agency, but always being in charge because is my family's company.

We are currently in the process of organizational restructuring, evaluating staff, systems, product portfolio, and so on. establishing the internal situation, planning activities that will lead us to rethink human resource strategies, administration, operations, sales and marketing.

I provide a proactive service, where i get involved into a process of creating useful and lasting brands, connecting to my clients, developing a concept that works both visually attractive and seller.

This company grows and exports fresh fruits to the U.S. and Europe. Their quality standards require them to be in continuous improvement, so they decided to make a corporate group. My job was to design the identity of this group and its main products, as well as their internal communication, sales materials, web page, packaging, etc. It was a great experience being in this country, learn their customs and to live together in a very hospitable working environment.

I was part of this project almost since the very beginning, so I feel like I grew mature in my profession and skills as well as the agency was gaining experience and being known.Fortunately I was be able to interact with the clients, to be very in touch and close to the whole concepts, ideas and projects. We pushed every one of them to be better brands and build from the naming, branding, to consolidate the whole so it would grow into what they needed to be. I learned to work with my colleagues, respect and listen to everyone's opinions,to teach and learn from them, it has been an enriching personal and professional experience, because I also made some of my best friends working in RT&A.

- Typography
- Fundaments of Graphic Design

Having the opportunity to share with younger generations, knowing their learning style, the rythm at which they work, the speed of incoming information they receive and the familiarity they have with the technological systems I found really surprising.

I feel the effort to create a mutual connection was huge and in such short time, because the contrast between my experience and their lifestyle were most marked.

At the end was achieved empathy in both groups, in how the students were accustomed to doing things, with the commitment and level of professionalism that I could prove were necessary to get real and face the world competitively.

At first I followed pre-established guidelines on the management of the brands that the agency was in charge. Over time they delegated to me more functions, which allowed me to develop ideas, concepts, advertising, slogans, logos, packaging, etc.. It was very educational, because it was highly organized and clear in its processes.

I was fortunate to participate in the team for the account of BBVA Bancomer. We were about 10 people between creative directors, designers and copywriters.
We always worked together, we were like a small family where we relied and taught each other. Started out as a trainee, then my boss trusted me and halfway my contract, I became a Junior.