I helped a company move from store displays into luxury furniture and built a new brand, Rosanero, from the first idea to the finished piece. The line launched step by step, with one new product every week or two, so the work on each piece stayed steady and never turned into a rush.
Built Rosanero from zero
People across the company
Leading development
Whole process owned
I created the Rosanero logo, visual identity and brand guides, built the mood boards, drew the first sketches and set the direction for every collection. Designers, technologists and production all worked from my designs.
The owners ran a company making store displays and hotel interiors. They wanted their own elegant furniture line. I turned that goal into a brand and a plan the team could follow. Because this was luxury furniture, the plan was to launch slowly, with one new product every week or every two weeks, and not the whole range at once. That kept each piece in focus and the work calm and organized.
I researched the market, built mood boards and drew the first sketches. That gave the whole team one clear picture of what Rosanero should look and feel like.
Clients, planning, people and quality, step by step.
I worked with the technologist on technical drawings in AutoCAD, researched and chose materials, tested upholstery and checked every piece on the production floor.
I designed everything that brought Rosanero to people. I photographed and edited every piece, created the catalogs and brand visuals, and designed the ads. I planned where to reach our customers, from newspapers and magazines to flyers and local places, so each new collection reached the right people and looked as good as it was made.
Six steps from the owners' idea to a finished piece in the showroom.
I learned what the owners wanted to build and sell.
Market research and mood boards.
First designs for each piece.
AutoCAD drawings with the technologist.
Materials, upholstery and floor checks.
Photos, visuals, ads and reaching customers.
