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Guillermo Scagnet

Inter-American Development Bank Identity Design
Development of a comprehensive branding system that entailed a complete renewal of the graphic assets for one of the world's largest multilateral investment organizations. The goal was to craft a modern, organic, and dynamic visual identity that swiftly conveys the essence of Latin America and the Caribbean.
Branding, Graphic Design
Pronamel CES Digital Social Launch Campaign
Digital campaign for the US, utilizing diverse assets of varying lengths to showcase the product's key benefits and innovative features.
Advertising
Pronamel Kids Digital Launch Campaign
Digital launch in the US for a children's toothpaste, highlighting the trusted endorsement of a dentist who is also a mother.
Advertising
Haleon Oral Health Digital Communication
Different digital assets for Haleon's various toothpaste brands, with a global reach.
Advertising
Milkadamia Engagement Campaign
Milkadamia is a premium macadamia nut milk brand. This campaign positions its consumer as someone who not only chooses plant-based milk, but also embraces a more sophisticated and discerning lifestyle.
Advertising
Shingles Vaccine Campaign
Shingles is a hidden threat. Dormant in nearly 90% of adults, the virus can reactivate without warning—causing intense pain, burning, and a blistering rash. This campaign raises awareness of a silent risk that can strike at any moment.
Advertising
Abbott Nutrition TVCs
TV commercials for various Abbott Nutrition brands, adapted for different countries around the world.
Advertising
Abbott Nutrition Print Ads
Print advertisements for various Abbott Nutrition brands, published across different markets around the world.
Advertising
Susana Balbo Wines Brand Identity
Susana Balbo is a key player in the global wine industry. There was a need to combine the brand’s distinctive identity with an icon that reflects its essence as a family-run winery and the care infused into every detail of crafting exceptional wines. With this in mind, the entire brand identity system was redesigned.
Graphic Design
Ricagno Shoes Identity
Ricagno is an Italian footwear brand with a distinctly Argentine—and deeply feminine—spirit. Born to compete alongside the world’s leading labels, the brand was strategically developed to be represented by a bold, unmistakable identity—one that resonates clearly across every touchpoint.
Art Direction, Branding, Graphic Design
Fate-Aluar Calendar of Artistic Avant-Gardes
Design commission for a calendar dedicated to an aluminum and tire company, reimagining works by renowned avant-garde artists and movements. Featuring interpretations inspired by Warhol, Liechtenstein, Kandinsky, Cassandre, Léger, Malevich, and Torres García. Incorporating ideas and aesthetics from pioneering movements such as Secession, Bauhaus, Arte Madí, Constructivism, and Cubism.
Graphic Design, Illustration, Art Direction
Charlone Brewery
Brand redesign for a craft brewery, driven by a brief to break away from the clichés of the category and delve into the brand’s origins. Animals were chosen to embody the traits of the people behind this artisanal beer venture, capturing their spirit and story in a distinctive visual language.
Graphic Design, Illustration, Photography
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