Abraham David Hernández Hernández

Strategic-focused designer with 15 years of experience.

Skills: Team leadership; graphic design/branding; retail experience design (in‑store customer journey, signage, visual merchandising); graphic systems for retail; social media; illustration; 3D rendering; 2D animation; AI applied to creative workflows.

Senior Experiential Designer

LANDOR (Walmart USA)

Oct 2023 - Currently

Remote Mexico City, MX / Cincinnati, OH, USA

• Comprehensive store redesign under new brand guidelines; graphic systems, signage and visual merchandising.

• Reinvention of 8 departments, 9 minor sections and associate spaces; 2D/3Dpackages for rollout and pilot tests.

• Educational experiences along the retail journey (storytelling and contextual content).

• Standardized wayfinding and signage; coordination with operations/architecture and remote implementation.

• Strategic remote audits from Mexico City in big‑box stores; reports and prioritized improvements.

Retail Design Lead

HONOR

Jan 2021 – Oct 2023

Mexico City, MX

• Leadership of the retail design team; visual presence in department stores and carrier points of sale.

• Concept and implementation of a Mexico‑exclusive brand identity; memorable point‑of‑sale presence.

• Graphic rollout across 800 stores nationwide.

• Development of Retail Visibility & Display Guidelines; consistent execution across multiple locations.

• Workflow and communication management with operators and retailers; optimized processes and deliverables.

• Retail + Marketing coordination for 360° campaigns; cross‑channel integration and increased brand exposure/engagement.

Retail/Marketing Design Lead

Huawei Technologies (HONOR)

Apr 2019 - Dec 2020

Mexico City, MX

• Establishment and growth of the Design team; dynamic, collaborative culture.

• Mexico‑exclusive brand identity design aligned with global values.

• Graphic rollout across 350 stores nationwide.

• Comprehensive brand guidelines (social media, website, point of sale) for consistent representation across platforms.

• Creative direction for marketing campaigns; concept through execution, effective brand communication.

Art Director

1UP (UNICSPORT Footwear)

Jul 2017 - Mar 2019

Mexico City, MX

• Social media marketing campaigns; strategic content and messaging to increase
• brand visibility and engagement.

• Digital marketing and e‑commerce strategy development.

• Inventory, sales and shipping management across digital channels.

• Brand initiatives implemented; increased brand awareness and 80% sales growth.

Editorial Graphic Designer

Grupo Romo (ANDREA®)

Oct 2016 - Jun 2017

Naucalpan, State of Mexico, MX

• Fashion catalog editorial design; coherent product presentation and brand aesthetics.

• Design and layout supervision; prepress and printing management.

• Photo shoot coordination; imagery aligned with catalog design direction.

Freelance Graphic Designer

Visiones y Colores

Nov 2012 - Oct 2016

Zihuatanejo, Guerrero, MX

• Brand identity and website design for SMEs and government organizations.

• Responsive websites (CMS); content architecture and basic SEO optimization.

Junior Graphic Designer

Focus Publicidad

Sep 2011 - Oct 2012

León, Guanajuato, MX

• Graphic design for advertising campaigns for SMEs and local branches of multinational companies.

• Production support, prepress, and multiformat asset adaptation.

EDUCATION

Graphic Design

Bachelor’s

Cum Laude Thesis

“Sustainable Graphic Design”

Universidad de Guanajuato