The Call from Fifth Avenue
In her senior year at Parsons School of Design, Camila was recruited to freelance a shopping bag design for A|X Armani Exchange. That freelance project turned into an eight-year tenure as the sole global graphic designer, and eventually Art Director, for the brand's Advertising, Public Relations, and Marketing departments.
Repositioning a Global Brand
The defining project of those years was the worldwide repositioning of A|X Armani Exchange. This wasn't a logo refresh — it was a complete strategic reimagining of how a global fashion brand presents itself across every medium, market, and customer touchpoint.
Camila participated in the redesign of the corporate logo, creating a hand-crafted custom typeface that would define the brand's visual identity for the next era. She then led the deployment of that identity across every channel the brand touched: retail environments, print campaigns, digital platforms, packaging, event experiences, and global press materials.
The Seasonal Machine
Fashion brands operate on a relentless seasonal cycle. Every quarter brings a new collection, a new campaign concept, a new visual story — all of which need to feel fresh while maintaining brand coherence. As Art Director, Camila created the design concepts for every seasonal campaign and managed their deployment across print, web, in-store, and events worldwide.
This discipline — reinventing the visual expression while maintaining strategic consistency — is the exact methodology that drives every Hue engagement today. Our clients aren't fashion brands, but they face the same challenge: how do you stay relevant and fresh without losing the brand equity you've built?
What Fashion Taught Us About Every Industry
The fashion industry operates at a pace and scale that most industries never experience. Everything is visual. Everything is deadline-driven. Everything is global. And the margin for error is measured in same-store sales figures that arrive within weeks of a campaign launch.
That pressure creates a design discipline that transfers powerfully to other sectors. When we rebrand a construction company or a government agency, we bring the same rigor: strategy before aesthetics, systems before artifacts, deployment before decoration.
The boutique agency that Camila founded in 2005 carries the DNA of those eight years at the intersection of luxury fashion, global marketing, and relentless creative production. It's why our work looks the way it does — and why it performs the way it does.