Honda
As art director, I ran digital and retail communication for Honda de San Juan, the Bella Group dealer network in Puerto Rico, adapting the global brand to local language, culture, and the pace of retail offers. Puerto Rico's car market had contracted 60% in ten years. Honda held 5.4% share. That was the room the work had to live in.
Role
Art Director
Agency
Wild Fi, Montevideo
Region
Puerto Rico
Year
2016–2017
Adapting Honda's brand values across Latin America and the Caribbean
From HQ
Honda's global identity and brand values.
What I changed
Language, tone, and lifestyle narratives rooted in Puerto Rican culture, with segmentation built on 6,063 customer records.
Language, tone, and lifestyle-driven narratives
Every creative decision was rooted in local cultural context, adapting Honda's global identity to resonate authentically with Puerto Rican audiences.
Research in visual ecosystems
What changes in a new market is the reference, not the brand. Getting that line right was the whole job.
Best Digital Practices in Latin America and the Caribbean
Honda named WildFi a 2016 Case Study for Best Digital Practices in Latin America and the Caribbean, for the digital work I art-directed.
A brand interpreted, not just replicated
Work that builds genuine cultural resonance at the intersection of global standards and local identity.
Recognized by American Honda.
A 2016 Case Study for Best Digital Practices in Latin America and the Caribbean.