ENTREPRENEURSHIP FOUNDING & LEADERSHIP
Role
Founder, Executive Creative Director, Head of Production
Timeline
2018 to 2024
Team
2 to 18 · scaled per project
WORLD'S FIRST MOTION DESIGN STUDIO DEDICATED EXCLUSIVELY TO PURPOSE-DRIVEN AND PLANT-BASED BRANDS.
Established to boost plant-based companies with the high-end marketing needed to compete against the animal agriculture industry. I built a remote-first operation from day one, directing end-to-end production and scaling cross-functional teams to meet global client demands for six years.
Vexquisit Manifesto 2021
Operations
Global Partners
Scope of work
Strategist, Creative & Art Director, Producer.
01 Strategy & Art Direction
Creative Strategy: Shaped campaign concepts and messaging to help purpose-driven brands effectively compete in the market.
Visual Positioning: Directed the overall creative output and art direction, ensuring the visual execution for every project aligned with the client’s core mission.
02 – Production & Team Leadership
End-to-End Production: Managed the entire production pipeline from the initial concept and script through to final animation and sound delivery.
Team Scaling: Directed cross-functional teams of up to 18 specialists per project, overseeing high-end motion design to ensure premium execution.
03 Business Operations
Business Development: Drove studio growth through active networking across Germany and the US, securing global clients through targeted outreach and word of mouth.
Studio Management: Handled all client relations, project pipelines, and daily operations to run the business.
Capabilities
Studio Capabilities & Process
01 Strategy
Campaign Strategy, Scripting, Concept Development
Translating complex client briefs into clear communication plans.
02 Art Direction
Visual Development, Storyboarding, Illustration
Directing visual systems that elevate the client’s mission.
03 Execution
Motion Design, 2D Animation, Sound Direction
Delivering high-end digital assets and global campaigns.
04 Management
Team Scaling, Pipeline Operations, Client Relations
Overseeing creative specialists and protecting production timelines.
Awards & Recognition
Studio Branding
01 Stylescape
This set up the studio's branding direction before any final assets were built.
02 Visual Identity
Primary Color Palette
Vex Dark Green
Vex Light Green
Vex Purple
White
Secondary Color Palette
Vex Yellow
Vex Blue
Vex Red
Vex Pink
Designed by the talented James Martin, our visual identity is the cornerstone of our brand’s aesthetic.
03 Marketing Materials & Toolkit
Illustration System
Brand Animation
Logo Animation
Email signature used in business interactions.
Identity Avatars
Process (From art direction and photoshoot to post-production and animation)
Stylized team avatars to unify our remote team visually.
RESULTS
Production Setup & Credits
Creative & Art Direction: Roxy Vélez
Director of Photography: David Gutierrez
Brand Illustrations: Juliana Castro
Avatar Illustrations: Maureen van der Hout, Juliana Castro
Animation: Christina Walther
EXTRA ANIMATION
Showcasing the studio capabilities to transform abstract ideas into concrete, while narrating our design process and philosophy.
Production Setup & Credits
Creative & Art Direction: Roxy Vélez
Brand Illustrations: Juliana Castro
Animation: Christina Walther
