Project archiveBuenos Aires · AR

An open selection that keeps growing

Business · experience · operations

Workin context

A polished screen is not enough

Each project is presented through the problem that needed structure, the decisions I made and the role I played in turning it into something concrete.

01Owned business · In production

Torvena

From zero to an Argentine e-commerce business operated firsthand: brand, catalog, storefront, acquisition, measurement and operations connected as one system.

Challenge: Torvena began without a name, brand, catalog, suppliers or sales channel. The challenge was not to implement a predefined store, but to build a business around useful technology for vehicles and learn from real operations.
Services: E-commerce strategy
Identity & offer
UX & storefront
Operations & measurement
My role: Founder and e-commerce operator

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Storefront in motionTorvena · 2026—

Technology product from the Torvena catalog — Product & contextTorvena · 2026—

Torvena store on mobile — Mobile experienceTorvena · 2026—

02Public landing page · In production

Luca DS

Together with Luca, we developed and published a coaching brand that turns his experience, method and direct voice into an owned digital proposition.

Challenge: The proposition needed to speak to people who already train but remain stuck, structure a 1:1 offer and future entry product, and retain Luca’s direct voice without magical promises.
Services: Commercial strategy
Art direction
Copy & UX
AI-assisted frontend
My role: I build and evolve the project with Luca. I contribute the commercial concept, messaging, UX, art direction, AI-assisted frontend and publishing; Luca contributes expertise, service, story, material and validation.

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The hero as a first statementLuca DS · 2026

Luca training with a barbell in a dark gym — Discipline as a starting pointLuca DS · 2026

Real Luca DS case built through sustained training — A real story behind the methodLuca DS · 2026

Luca training in a vertical landing-page image — Training before promisesLuca DS · 2026

03Portfolio approved · Activation pending

Lourdes Mirada

Turning an identity that lived on Instagram into an owned editorial portfolio, without making it a generic gallery or forcing acquisition while capacity is limited.

Challenge: Lourdes showed work, reels, personality and services only on Instagram. The opportunity was to curate that archive and translate an existing sensibility into an owned web presence.
Services: Editorial curation
Applied identity
Narrative UX
Web development
My role: I handled concept, architecture, curation, copy, applied identity, UX, AI-assisted development and publication. Lourdes provided the real archive, services, identity and approval.

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Editorial portrait from Lourdes's archive — The archive as raw materialLourdes Mirada · 2026

Portfolio & manifestoLourdes Mirada · 2026

Lifestyle photograph from Lourdes's real archive — Rhythm, pause & curationLourdes Mirada · 2026

04Web solution · Operational

Brisa do Mar

From a brochure and repeated explanations to an easy-to-manage multilingual tourism experience connected to a human sales conversation on WhatsApp.

Challenge: The offer was explained on the beach with a brochure and then through WhatsApp. Images, conditions and prices depended on one-to-one conversations, while each language added manual work.
Services: Discovery
UX architecture
Multilingual copy
Frontend & dashboard
My role: I led discovery, architecture, multilingual copy, UX, design, frontend, recommendation flow, inquiry assistant, dashboard, data model, analytics, authentication and publication. The owner contributed media, prices and operational information.

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Beach landscape framing Brisa do Mar's tourism proposition — The destination as a starting pointBrisa do Mar · 2026

Brisa do Mar multilingual landing page on desktop — Comparison & recommendationBrisa do Mar · 2026

Brisa do Mar multilingual landing page on mobile — Inquiry from a phoneBrisa do Mar · 2026

05Validation MVP · No commercial launch

CUIDALO

From a product opportunity to a measurable brand MVP, before investing in payments, inventory and full operations.

Challenge: The project needed to test whether an honest everyday item-finding proposition could be understood and valued in Argentina without promising real-time GPS or building the full transactional infrastructure first.
Services: Market research
Brand & positioning
Conversion UX
MVP & measurement
My role: I led research, brand, positioning, offer, UX, art direction, frontend, backend, instrumentation and dashboard. It is an owned collaborative project; the partner currently focuses on social media.

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CUIDALO finder next to a set of keys — The product in an everyday situationCUIDALO · 2026

CUIDALO MVP on desktop — Measurable MVPCUIDALO · 2026

CUIDALO finder attached to luggage — Use cases before promisesCUIDALO · 2026

06Strategic proposal · Functional prototype

Salto Cuántico

Turning firsthand sales experience into a funnel audit, clearer architecture and two functional pages for an existing program.

Challenge: After working as a closer for Anton, I recognized a gap between the program’s depth and the basic way its website explained method, support and community before a call.
Services: Funnel audit
Product strategy
UX & content
Functional prototype
My role: I identified the opportunity, audited public sources and the funnel, defined strategy, content, UX, art direction and generic measurement, and implemented the prototype. Anton and his team own the program, method and original assets.

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Art direction for the Salto Cuántico proposal — Proposal directionSalto Cuántico · 2026

Salto Cuántico prototype on desktop — A journey before the formSalto Cuántico · 2026

Salto Cuántico prototype on mobile — Responsive narrativeSalto Cuántico · 2026

The archive stays open

What comes next is still being built

I am working on new projects and resources. This page will grow with them, without overstating the work or claiming results that do not exist yet.

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