ART DIRECTION • DESIGN
Louis y2k presents: Warehouse Remixes featuring versions from Swoose and Louis y2k. Available on all streaming platforms and digital stores.
Video: Louis y2k / Tools: Midjourney | Runway
Design: Jesse Echevarría
2024
Client: Y2K Obsession
BRAND IDENTITY • ART DIRECTION
Working with Fire Creative, we reimagined their brand identity to showcase a new style that reflects their creativity and attitude. By creating an organic logo and a clean layout system, we established an identity that is both simple and bold, adapting to their tone of voice across any medium.
2024
Client: Fire Creative
Creative Director / Writer: Karla Bonilla
Creative Director / Art Director: Jesse Echevarría
BRAND IDENTITY • ART DIRECTION
In collaboration with Atlantic University, we redefined its brand identity by centering on a new logo that blends minimalism with abstract forms. This redesign simplifies the university's iconic symbol into a versatile icon that combines the gladiator's mask and a shield, seamlessly integrating the letters 'A' and 'U' from 'Atlantic University' for broad communication use. The logo’s typography is bold and legible at any size, imbued with a modern, technological feel. This ensures the university’s voice is amplified. This rebranding refreshes Atlantic University’s visual identity and underscores its dedication to innovation and educational excellence.
2023
Client: Atlantic University
Agency: TBWA Puerto Rico
Creative Direction - Luis Romero, Jesse Echevarría
Art Direction - Jesse Echevarría
Design - Jesse Echevarría
Disclaimer.
These concepts & artworks belong to a proposal created for the client. This is not part of the official campaign for the brand.
BRAND IDENTITY • ART DIRECTION • CREATIVE DIRECTION
Puerto Rico is well known for its all-year-round warm tropical climate, but as we look closer, we can find an endless number of seasons that go unnoticed. The importance of these seasons lies in their connection with the geography of the Puerto Rican archipelago and their relevance in the processes of production, harvest, and consumption of food. In the face of climate change, recognizing our seasons and supporting regenerative agriculture is now more important than ever.
As we learn more about these changes and the effects they have on the island, we understand more about its processes to make better decisions for the health of our ecosystems and our own well-being. To make it possible for families and communities to learn more about this subject we must first open up a conversation, and what better place to do this than the dining table. Temporadas is an annual culinary and educational event where donors and participants are able to explore an agroecological approach through food in support of Puerto Rico's farmers and its agricultural communities. An in-person dinner and a virtual cooking experience, where participants can enjoy a delicious menu crafted by a group of talented local chefs that make use of a selected list of four in-season ingredients while learning about the benefits of consuming locally produced food and how this affects the growth of Puerto Rico's sustainable agriculture.
2022
Client: Para La Naturaleza
Agency: Camarada
Creative Direction - Gabriel Rios, Jesse Echevarría
Art Direction - Jesse Echevarría
Design - Jesse Echevarría, Ana Cecilia, Ariel Nurse
Photography & Videography - Rafa Ruiz / La Mafia
Account Management - Gabriel Rios
DESIGN • ART DIRECTION
Festival La Cepa - A Celebration of Río Piedras' Stories, Flavors, and History.
Festival La Cepa celebrates the rich culture of Río Piedras’ local food market through art, history exhibitions, workshops, performances, and music. It aims to educate and highlight the heritage of the people who have kept this space alive for decades, bringing together community leaders, residents, students, artists, and musicians, and fostering a deeper connection with their unique identity while supporting local businesses and helping grow new and upcoming cultural projects.
2024
Client: Capicú Adentro
Art Direction & Design - Jesse Echevarría
Photography - Steph Segarra
BRAND IDENTITY • ART DIRECTION
Marathon Runners need the support of more than just their shoes, they need to know they’re not in this alone, that there’s a whole community of people supporting them as they embark on this journey. New Balance used this spirit and turned the London Marathon into a bold declaration of solidarity, one where every runner's individual purpose can be joined together into one grand purpose that moves the world forward, showing everyone that we’re all in this together.
2018
Client: New Balance
Agency: VMLY&R New York
Executive Creative Director - Silmo Bonomi
Creative Directors - Gabriel Jardim , Guto Monteiro
Art Director - Jesse Echevarria, Gabriel Jardim
Managing Director, Creative Technology - Craig Elimeliah
CONCEPT • BRAND IDENTITY • ART DIRECTION • CREATIVE DIRECTION
WAVES THAT COME FROM DOWN UNDER, JUST LIKE US.
We are all made of water. It flows in all of us. Under our bodies, these particles move in rhythm with our lifestyle, helping us stay at the top of our game as we evolve & overcome. When we are exposed to life and it’s frequencies, our minds and bodies resonate with our environment, changing our mood and energy, making us feel alive. Just like our water. This concept mimic life’s diferent sound frequencies, and turn them into beautiful & minimalistic patterns that represent one of the most positive, impactful and influencial element in the world. Music.
Using frequencies from the underground music scenes around different countries, these visuals are not only clean and simple, but represent the sounds and cultures from all around the world. These technique serves as inspiration to create the visuals that will accompany our brand.
2023
Client: RIMAS
Agency: Fire Creative
Creative Direction - Karla Bonilla, Jesse Echevarria
Design & Art Direction - Jesse Echevarría
Disclaimer.
These concepts & artworks belong to a proposal created for the client. This is not part of the official campaign for the brand.
BRAND IDENTITY • ART DIRECTION
In 1973, the legendary Fania All-Stars performed at the inauguration of the Roberto Clemente Coliseum in Puerto Rico. La Fania, a renowned salsa music label, was instrumental in bringing salsa to the world stage, and its All-Stars were composed of some of the most influential musicians in the genre. Now, 50 years later, the BSN All-Star 2023 draws inspiration from this historic event. The basketball tournament, which brings together the best players from the Baloncesto Superior Nacional league, will take place in the Cangrejeros de Santurce's cave - a location embedded in Puerto Rican basketball history. As we pay homage to the past, we also look to the future in this momentous event looking forward to keeping the legacy alive for many more years to come.
2023
Client: RIMAS / BSN PR
Agency: Fire Creative
Creative Direction - Karla Bonilla
Design & Art Direction - Jesse Echevarría
Motion Graphics - Anibal Martinez
Photography - Gabriel Rodríguez Carmona
ACTIVATION • FILM • ART DIRECTION
ANOTHER SILENT NIGHT
TO FIGHT AGAINST PREJUDICE, WE BROUGHT 32 REFUGEES TO NYC FOR CHRISTMAS AND RECREATED A HOLIDAY CLASSIC BASED ON THEIR STORIES.
The number of people around the world suffering from conflict, famine and natural disasters is the highest in history. Millions lack the most basic resources or even a means to ask for help. To bring attention to the millions in need during the holiday season, they needed a voice. So, gave them 32. We rewrote a more personal version of one the most famous Christmas carols based off the stories of 32 refugees from 17 countries. Then we took them to the heart of NYC to share their message, asking the world to not stay silent during this time of crisis.
2018
Client: United Nations
Agency: VMLY&R New York
Choir: Pihcintu
Director/Editor - Ben Severance
North America CCO - Mike Wente
Executive Creative Director - Fabio Seidl
Executive Producer - Kolby Slocum
Managing Director, Creative Technology - Craig Elimeliah
Executive Creative Director - Harsh Kapadia
Group Creative Director - Silmo Bonomi
Copywriter - Mark Leephaibul
Art Director - Jesse Echevarria
Music Producer, North America - Nick Keenan
Account Director - Kate Boccio
Producer - ProducerAlexandra Morrow
Piano - Paul Sullivan
TV • ART DIRECTION • CREATIVE DIRECTION
One of every four kids growing up in the U.S. is Latino. Their parents go through tremendous efforts in honoring their Latin culture at home. That’s why we decided to create a campaign about them, recognizing their efforts and letting them know that with Goya, they can continue teaching their kids that life has more than one flavor. As experts in Latin flavor, Goya wants to invite all Latin families living in the U.S. to get back part of their culture by cooking traditional recipes as well as encouraging them to try new Latin flavors.
2018
CREDITS:
Client: Goya Foods
Agency: Dieste
Chief Creative Officer: Ciro Sarmiento
Head of Art: Gustavo Zapata
Associate Creative Director: Marina Cuesta
Art Directors: Jesse Echevarría, Rocío Ramírez
Copywriter: Marta Matías
Recognitions:
USH Idea Awards 2017 / Gold / Craft - Direction
USH Idea Awards 2017 / Gold / Craft - Casting & Performance
USH Idea Awards 2017 / Gold / Planning
USH Idea Awards 2017 / Silver / Film
Featured in Creativity's Top 5
DOCUMENTARY LAUNCH EVENT
ART DIRECTION • DESIGN • PHOTOGRAPHY
BRAND IDENTITY • ART DIRECTION • DESIGN
Underneath the pulsing neon of a dystopian cityscape, in an ancient cathedral repurposed into a venue of hedonistic techno-nostalgia, the cyberpunk-gothic fusion party throbs with life. The grand arches of the old sanctuary echo with an eclectic mix of genres, with djs, draped in led-lit attire, effortlessly blending cyberpunk and electro, interweaving raw energy with a digital heartbeat that transforms the space into a digital haven. Synth-laden rhythms of cybergoth and new wave float hauntingly above the crowd, their resonating melodies shrouded in an ethereal mist that pairs the spectral past with the synthetic future. Bass-heavy dubstep and high-energy big room house crash like a sonic tsunami, reverberating off the club-cathedral’s time-worn stone and stained glass, now shimmering with holographic graffiti. It's a cacophonous symphony where past and future, organic and artificial, shadowy goth aesthetics and the luminous intensity of cyberpunk coalesce into a night of pulsating beats and immersive escapism.
ART DIRECTION • CREATIVE DIRECTION • DESIGN
2022
Disclaimer.
These concepts & artworks belong to a proposal created for the client. This is not part of the official campaign for the brand.
