Rebeca Ruiz

I'm a graphic and visual information designer based in Cholula, Mexico, with over seven years across agencies and in-house studios. I work in brand identity, social campaigns, and print and digital advertising.

Right now I design and adapt campaign artwork for H&M at OLIVER, across everything from shop windows and billboards to paid social. Before that I led creative direction on branding projects and headed a small design team.

Check out my resume!
Rebeca Ruiz

01 - H&M digital

Paid social, display, DOOH and owned screens. One campaign, re-cut for every placement, each with its own crop, hierarchy and legibility limits.

DOOH for Summer 2026 in NYC

H&M Summer 2026 DOOH on a New York bus shelter H&M Summer 2026 DOOH on a New York bus shelter H&M Summer 2026 DOOH on a New York bus shelter

SoMe for Stella McCartney X H&M + SoMe for heartbeat campaigns

Stella McCartney x H&M social posts shown on phones
Social adaptations for seasonal H&M campaigns shown on phones

Display Ads for Summer 2026 Men & Kids

H&M Summer 2026 kids display ad H&M Summer 2026 menswear display ad

02 - H&M print

Window, facade, point of sale and out-of-home. A different craft entirely: bleed, trim, color, and artwork that has to hold up at three metres and at arm's length.

H&M Verano campaign billboard in Mexico City H&M Colección S/S 2026 out-of-home posters in Mexico City
OOH for heartbeat campaigns in Mexico City

03 - Creative direction

Two identities I built from the ground up: sitting with the client, setting the visual territory, drawing the system, then holding it steady across every format it had to appear in.

Torano

Creative direction · Branding · Social

A new Japanese restaurant in Puebla, Mexico. The brief was contemporary and luxurious without leaning on cliché, which meant the direction had to be set early and held through every application.

Stage 01

Client briefing. Ran the intake sessions: positioning, audience, and what luxury meant to them specifically.

Stage 02

Moodboards. Set the visual territory and got sign-off on direction before any mark was drawn.

Stage 03

Identity. Logo, mark, palette, type and the guidelines that keep it consistent.

Stage 04

Application. Menus, uniforms, delivery boxes, stationery, signage, billboard and social.

Torano restaurant exterior with signage
EnvironmentExterior
Torano packaging, stationery and delivery collateral
PrintCollateral
Torano business cards, both sides
PrintStationery
Torano social media grid, stories and event posts
DigitalSocial

El Cuernito

Creative direction · Rebranding

A neighborhood coffee and pastry shop in Cholula, Mexico with a logo that no longer said what it sold. The direction: warm, current, and legible from across the street.

Stage 01

Client briefing. Unpicked what was and wasn't working in the existing identity with the owners.

Stage 02

Moodboards. Explored the cozy-but-modern territory and aligned before design started.

Stage 03

Identity. New mark, palette, icon set and custom texture, with guidelines.

Stage 04

Application. Menus, signage, packaging, cups and in-store collateral.

El Cuernito shopfront sign in Cholula, Mexico
Shopfront signage in Cholula, Mexico
El Cuernito takeaway cup held against an orange wall
PackagingTakeaway
El Cuernito apron with embroidered logo
EnvironmentUniform
Cremitas cups branded for El Cuernito
PackagingCremitas line

04 - Off the clock

Japan, six people, one bucket list each

I planned a two-week trip to Japan for six people with six different wish lists, then designed the itinerary as a small linked app in Figma: an overview timeline, day-by-day plans, accommodation, transport and every booking, one tap away.

Information design is what I enjoy most, and this is the version of it I do on my own time: take a mess of dates, places and confirmations, and give it a structure someone else can actually follow.

Japan itinerary app built in Figma, shown across several phone screens
Itinerary app built in Figma

The whole thing is a linked, interactive PDF: tap through the overview, accommodation, transport, day-by-day plans and every booking confirmation.

Open the interactive itinerary