La Segunda Goods, a vintage curator and seller with distinct mid-century Mexicali taste, came to me looking for a rebrand that would allow her to scale and expand her business to encompass home staging and event styling for intimate gatherings. It was important to showcase the values that underpinned her latinx owned and mujer run business: culture, community, and thoughtful consumption.
BRAND IDENTITY / WEBSITE 
CASE STUDY
VISUAL DIRECTION
A fusion of heritage and crisp, modern design, La Segunda’s creative direction is culturally rich yet simple. We created custom milagros graphics (spiritual mexican folk charms) to represent symbols of meaning throughout the brand and founder Elysia’s own life as well as ‘talavera’ tiles.
TYPOGRAPHY
As a Latinx-owned and mujer-run brand, we focused on choosing fonts created by Latinx designers. This wasn’t just a design choice—it was about making sure the typography truly reflected the brand’s values and story. Every font was picked with care to honor La Segunda’s identity and bring its voice to life.
