Case Study

It started, as these things often do, with a question. What does it mean to be a responsible brand in 2024?

It began with dissonance. A platform built to connect brands and creators, but increasingly pulled in opposite directions. The promise of authenticity flattened into engagement rates. Campaigns launched with the hope of connection, yet strained through systems too rigid to hold the complexity of human influence.

It started with a message. Simple, but direct — the kind that sticks in your mind: “We want people to stop being afraid of investing. Can you help us explain it properly?”

It started with discomfort — not dramatic, not urgent, but persistent. A kind of friction embedded in every online form, every outdated page, every legal term left floating without explanation.

In November 2015, at 6:03 p.m., I received a message from the politics editor: “Scioli stays silent. Massa distances himself. Macri targets the youth vote. I need a piece — now.”

California Avocado doesn’t just sell avocados. It sells a lifestyle — one rooted in simplicity, health, and a certain West Coast ease. That became clear from our very first meeting. I wasn’t designing for a product. I was designing for a feeling.

Some projects begin with a blueprint. Others begin with a question. This one started with a dream: What if we could design a home that travels, and a digital experience that lets people imagine it for themselves?