Jade Arroyo

Working for the luxury, fashion, travel, art and fashion industries. My practice includes art direction, graphic design, photography, post-production and illustration services, for both print and digital media. Recent projects I have worked on include branding, editorial, web design, identity, publishing and film. I strive for innovation on creating great products, understanding the clients needs and having great work ethics.

I was approached by the famous winery in order to create a book about the practices of the Catena Zapata family business and their approach to the new challenges the world of wine is facing nowadays. With this book, they intend to communicate their love, passion, and know-how to clients and distributors, as well as the efforts they make in order to be a sustainable company. For that, they wanted a book that could be both technical and friendly, in which the reader wouldn't feel overwhelmed by the data. With many aesthetic limitations from the client, we created a book that feels both informative and entertaining, with the values and the humor the Catena Zapata family is known for.

El Enemigo is rebellious and innovative, one of the most laureated young Argentinian wineries. Commissioned to design a web for them, I set out to reflect the founders' personality and Mendozan roots by conceiving a mystic and dark aesthetic to go with their motto — At the end of the journey, we remember only one battle: the one we fought against ourselves, the original enemy, the one that defined us –. I developed further the brand identity to create a subversive and experimental look. The material I art directed, produced, and/or designed for the website included photoshoots, 3D imagery, hand-drawn illustrations, and technical sheets. To present one of their most awarded wines I directed a teaser with a 3D artist and collaborated with a sound maker to create the music, as well as edited the video.