Lorena Bohórquez
Creative Strategist | Art Direction & Digital Planning
Creative Strategist & Art Director with a proven track record of integrating strategy, creativity, and digital planning for brands across Latin America. I design concepts, campaigns, and digital roadmaps that bridge the gap between audiences, business goals, and storytelling with a clear, consistent vision. My approach combines strategic thinking, data analysis, and applied creativity to generate cultural impact and measurable results.
Core Expertise:
Art Direction & Creative Conceptualization: Developing "big ideas" and guiding visual execution.
Digital Strategy: Roadmaps, content ecosystems, funnels, audience segmentation, and brand voice.
Performance Marketing: Expert-level campaigns across Meta, Google, and Programmatic.
Storytelling: Multi-format narratives and cohesive visual identity.
Leadership: Managing creative teams, designers, production, and client relationships.
Insight-Driven: Leveraging trends and digital behavior to conquer the Latam market.
My Purpose: To build creative solutions that are culturally relevant, impactful, and results-oriented.
TOOLS
Adobe Creative Suite (Illustrator, Photoshop, After Effects, Premiere & Indesign)
Canva, Figma & Wix Studio
Meta Business Suite
Google Ads
GTM, GA4 & Looker
StudioZapier
Google Web Designer
Art Direction
Strategic Design
Visual Storytelling
Branding Strategy
Concept Development
Digital Planning
Graphic Design
UI/UX Design
DISTINCTIONS
Project within the 10 of Iberoamerica (2019)
LABICCR - SEGIB
Thesis Cum Laude Nomination (2017)
LABICCR - SEGIB
EDUCATION
2011 - 2017
BACHELOR DEGREE
Industrial Design
Universidad Nacional de Colombia
2016
PROFESSIONAL CERTIFICATE
Design and Management of Social Projects
Universidad Nacional de Colombia
CERTIFICATES & LICENCES
2025
UMD: Marketing Innovative Products and Services
EdX
2025
HECMontrealX: UX Design
EdX
2024
Inteligencia artificial y productividad
2022
Enterprise design thinking
IBM
LENGUAGES
Spanish
Native
English
C1 Advanced
TOP SKILLS
EXPERIENCE
MATIZFEROZ STUDIO
1 year and 7 months
Creative Strategist | Art Direction & Copywriting
August 2025 - Febrero 2026
(7 months)
Bogotá
I spearhead the creative strategy, art direction, and copywriting for 8 brands across Latin America, developing integrated campaigns and narratives that align business objectives with audience insights and cultural relevance. Working closely with visual teams, I define narrative arcs and creative guidelines to ensure brand consistency, aesthetic impact, and high performance across content and paid media (Meta & Google Ads).
Key Clients: Compex Latam, Aircast DonJoy (Latam & Brazil), Chattanooga (Latam & Brazil), Terrasos, and Falcon Academia de Aviación.
Digital Strategist
September 2024 - September 2025 (1 year 1 month)
Bogotá
I spearhead the creative strategy, art direction, and copywriting for 8 brands across Latin America, developing integrated campaigns and narratives that align business objectives with audience insights and cultural relevance. Working closely with visual teams, I define narrative arcs and creative guidelines to ensure brand consistency, aesthetic impact, and high performance across content and paid media (Meta & Google Ads).
Key Clients: Compex Latam, Aircast DonJoy (Latam & Brazil), Chattanooga (Latam & Brazil), Compex Wellness (UK), Terrasos, and Falcon Academia de Aviación.
MATIZFEROZ STUDIO
(6 years and 5 months)
Founder & Creative Director
January 2020 - Present
(6 years and 5 months)
Bogotá
I lead art direction, branding, and digital strategy projects with a holistic approach for brands in the gastronomy, fashion, retail, and cultural sectors. My work bridges narrative, aesthetics, and positioning to develop visual identities, multi-format campaigns, brand experiences, and results-oriented digital content. From concept to execution, I combine creative vision with strategic insight to build cohesive brands that drive both visual and commercial impact.
Core Expertise:
Strategic Art Direction: Creative campaigns and visual communication with a focus on aesthetic sensitivity and strategic goals.
Brand Experiences: Designing physical spaces, storytelling, signage, and environmental branding.
UX/UI & Web Development: Designing websites and visual structures optimized for conversion and user experience.
Digital Content Strategy: Social media management and photo/video direction for brands with a distinct identity.
Key Clients: Orilla Tienda de Café, CC Bima, ProcPieles LTDA, Bufaniny Leather Shoes, Norte Leather Goods, Centro Comercial Colina 138, Proplantas S.A., and others.
ASOBANCARIA
(1 year and 7 months)
Head of Design & Strategy – Campo
November 2018 - May 2020
(1 year and 7 months)
Bogotá
I collaborated with Asobancaria’s Financial Education department to design "Campo," a pedagogical tool for the "Finanzas para el Campo" program, supported by GIZ. I led the conceptual, instructional, and visual design to empower farmers and small-scale producers to develop business improvement plans. The project integrated production analysis, responsible financial decision-making, and financing alternatives—including green finance—to promote sustainable growth and economic resilience.
Creative Strategist & Designer – La Jugada Panelera
I designed the pedagogical strategy and toolkit for "La Jugada Panelera," a project within the Financial Innovation Pilots of the Green Protocol, supported by the UN Green Climate Fund (GCF). I created the methodology, narrative, and materials to facilitate workshops between sugarcane associations, banks, and rural stakeholders, focusing on sustainability and green financing solutions.
SECRETARÍA GENERAL IBEROAMERICANA (SEGIB)
Social & Citizen Innovation Designer - Laboratorio de Innovación Ciudadana (SEGIB)
November 2019 - December 2019
(1 month)
Costa Rica
My project was selected among international proposals to be developed at the SEGIB Citizen Innovation Lab. I designed and prototyped a modular urban garden featuring a low-cost seawater desalination system tailored for coastal communities. I worked within multidisciplinary teams to deliver accessible, sustainable, and replicable solutions.
MEDIALAB PRADO MADRID
Speculative Researcher & Industrial Designer in Future Food Systems
February 2019 - March 2019
(1 month)
Madrid
I participated in "Interactivos?'19," an international innovation lab focused on exploring the food systems of the future. I developed methods, objects, and concepts that integrated sustainability, speculative design, and technology. Within a collaborative co-creation ecosystem, I designed prototypes and methodologies to rethink the relationship between food, territory, and citizenship.
MIT D-LAB
Strategic Designer & Social Innovation Researcher – IDDS Guatemala
June 2017 - June 2017
(1 month)
Guatemala
In collaboration with the Kaqchikel indigenous community, I developed an educational strategy and functional prototypes for low-cost vertical gardens, applying co-creation methodologies, human-centered design (HCD), and appropriate technology for rural contexts. I participated in the International Development Design Summit (IDDS), organized by MIT D-Lab and IDIN, where I focused on building tools to strengthen food security and promote community-based learning.
CVR INGENIERÍA DEL CONOCIMIENTO
Industrial and Graphic designerIndustrial and Graphic designer
March 2017 - November 2018
(1 year 9 months)
Bogotá
I developed comprehensive design solutions for corporate and educational projects, blending industrial design, UX, visual communication, and graphic storytelling. I created visual identities, corporate assets, and pedagogical resources that enhanced learning experiences and strengthened brand presence across all project touchpoints.
Reach out | Contacto
Let's work together! Whether you're a client, an agency, or part of a design team, I'm here to drive your project or business forward.
lorenabohoc16@gmail.com