Henriqueta Varela

Creative leader with 12+ years of experience guiding branding, web, and campaign design across retail, nonprofit, and culture-focused sectors. I bring strategic clarity and visual storytelling to every project—balancing bold thinking with grounded collaboration. As a Cape Verdean-American, immigrant, and mom, my work is deeply rooted in culture, identity, and purpose.

Senior Ideation Designer - CVS Health - Remote

(2018-10)

As the lead creative on national campaigns, I merge strategy with visual storytelling to deliver meaningful consumer experiences across CVS Health's wellness, beauty, and seasonal retail initiatives.

• Lead national creative campaigns across beauty, wellness, and proactive health categories.
• Translate strategy into visual systems for print, digital, social, and in-store displays.
• Art directed and styled photoshoots for lifestyle and product campaigns.
• Collaborated with agencies and in-house teams to deliver insight-driven, inclusive creative.
• Highlights: Led OTC campaign generating $100M in sales and 257M impressions.

Freelance Designer & Art Director - Self-Employed - Remote

(2011-05)

As the founder of my own design studio, I help mission-driven brands, nonprofits, and small businesses define and elevate their visual identity through strategic branding and web design.

• Brand and web design partner for mission-driven founders, nonprofits, and small businesses.
• Develop brand strategy, design systems, and websites aligned with each client's values.
• Support includes logos, brand guides, launch assets, ongoing creative support, and art direction.
• Clients stay for the care, structure, and clarity I bring to each engagement.

Graphic Designer - Princess House - Taunton, MA

(2015-11 - 2018-10)

Directed the visual layout and storytelling for a bilingual bi-monthly magazine, collaborating closely with internal teams to support national incentive campaigns for a multicultural consultant network.

• Designed materials for incentive programs, national events, and seasonal promotions—including logos, direct mail pieces, and flyers.
• Coordinated and styled product and lifestyle photoshoots aligned with seasonal stories and collection rollouts.
• Oversaw the full magazine production process—from planning and internal reviews to pre-press and print delivery.
• Developed in-store signage and direct mail promotions.
• Ensured brand cohesion across co-branded vendor materials and print production.

Senior Graphic Designer (Contract) - CVS Health - Woonsocket, RI

(2015-08 - 2015-10)

• Produced brochures, guides, tradeshow graphics, and web assets for B2B marketing.
• Coded and deployed email campaigns using HTML/CSS and Eloqua.
• Temporarily supported production workflows and project tracking.

Graphic Designer (Contract) - Analog Devices - Norwood, MA

(2014-02 - 2014-12)

• Produced brochures, guides, tradeshow graphics, and web assets for B2B marketing.
• Coded and deployed email campaigns using HTML/CSS and Eloqua.
• Temporarily supported production workflows and project tracking.

Art Coordinator - SUCCARRA - Boston, MA

(2012-09 - 2014-02)

(Intern, May 2012-Aug 2012)

• Created design collateral, ie. look book, websites and pitch letters, for jewelry designers
• Developed the brand identity for jewelry designers, whether from initial start or through a revamp (logo design, secondary elements, and brand applications)
• Produced email pitches or campaigns for the sales and press team behind SUCCARRA.
• Maintained the website and any visual representation of SUCCARRA

B.S. - Graphic Design - The New England Institute of Art (2009-09 - 2012-08)