Keith Salas.
Interdisciplinary Desginer Marketing Branding Product Design Motion Graphics Visual Communication
Design tells a story
for everyone, in every way, everywhere.
Design tells a story
for everyone, in every way, everywhere.
Design tells a story
for everyone, in every way, everywhere.
It embodies an expansive narrative
that transcends boundaries rooted in deep empathy
and a multidimensional understanding
of the human experience.
It embodies an expansive narrative
that transcends boundaries rooted in deep empathy
and a multidimensional understanding
of the human experience.
It embodies an expansive narrative
that transcends boundaries rooted in deep empathy
and a multidimensional understanding
of the human experience.
POT-POT
(Preserving Our Tales – Pedaling Our Tomorrow)
Contextualizing the Design of the Local Pedicab as
a Key Feature of the Cultural Identity and Narrative of Maasin City
Bachelor in Fine Arts - Product Design Thesis
August 2024 - May 2025
Bachelor in Fine Arts - Product Design Thesis
August 2024 - May 2025
Outstanding Thesis Award - 3rd Place
Best Design Studio Award - Studio Identity
Outstanding Thesis Award - 3rd Place
Best Design Studio Award - Studio Identity
Driver’s Side
Passenger’s Side
Driver’s Side
Passenger’s Side
Driver’s Side
Passenger’s Side
Current Pot-pot Design
Pot-pot! Echoes the sound in the streets of Maasin City. This non-motorized vehicle has served the streets of barangays Combado, Tagnipa, Tunga-tunga, and a portion of Abgao–approximately 8.32 kilometers of public road. Since the 1980s, the pot-pot has become a major mode of transportation in the city, serving as one of the main means of navigating its day-to-day thoroughfares. p
Pot-pot! Echoes the sound in the streets of Maasin City. This non-motorized vehicle has served the streets of barangays Combado, Tagnipa, Tunga-tunga, and a portion of Abgao–approximately 8.32 kilometers of public road. Since the 1980s, the pot-pot has become a major mode of transportation in the city, serving as one of the main means of navigating its day-to-day thoroughfares. p
Pot-pot! Echoes the sound in the streets of Maasin City. This non-motorized vehicle has served the streets of barangays Combado, Tagnipa, Tunga-tunga, and a portion of Abgao–approximately 8.32 kilometers of public road. Since the 1980s, the pot-pot has become a major mode of transportation in the city, serving as one of the main means of navigating its day-to-day thoroughfares. p
It has mobilized the city’s history, livelihood, and identity; becoming an integral part of the Maasinhon’s everyday life. However, with modernization and the rise of motorized vehicles, the pot-pot is at risk of being left behind the curbs. Thus, this thesis project aims to contextualize the design of the traditional pot-pot so that it reflects and enhances Maasin City’s sociocultural narrative.
It has mobilized the city’s history, livelihood, and identity; becoming an integral part of the Maasinhon’s everyday life. However, with modernization and the rise of motorized vehicles, the pot-pot is at risk of being left behind the curbs. Thus, this thesis project aims to contextualize the design of the traditional pot-pot so that it reflects and enhances Maasin City’s sociocultural narrative.
It has mobilized the city’s history, livelihood, and identity; becoming an integral part of the Maasinhon’s everyday life. However, with modernization and the rise of motorized vehicles, the pot-pot is at risk of being left behind the curbs. Thus, this thesis project aims to contextualize the design of the traditional pot-pot so that it reflects and enhances Maasin City’s sociocultural narrative.
Thumbnail Sketches - Design Ideation
Driven by Experience.
Rooted in Place.
Designed for People.
Driven by Experience.
Rooted in Place.
Designed for People.
Driven by Experience.
Rooted in Place.
Designed for People.
From initial sketch to final fabrication, this solo thesis project reimagines the pot-pot through repeated testing; consultation with drivers, passengers, and industry experts; and direct observation of daily routes and usage patterns in Maasin City. Issues such as comfort and accessibility were identified on-site and translated into iterative design adjustments throughout the whole process.
The form responds to Maasin’s landscape, where the mountain contours and coastal edges define the city’s movement and structure. These spatial relationships informed the silhouette and proportions of the design, echoing the interaction between terrain and urban flow. The color palette was developed through a survey of all 160 registered pot-pots, combined with visual references from the city’s sunsets, seascapes, and streetscapes.
Each decision is grounded in context, shaped by the lived realities of the Maasinhons, and materialized through a process that connects data, people, place, and everyday experiences.
From initial sketch to final fabrication, this solo thesis project reimagines the pot-pot through repeated testing; consultation with drivers, passengers, and industry experts; and direct observation of daily routes and usage patterns in Maasin City. Issues such as comfort and accessibility were identified on-site and translated into iterative design adjustments throughout the whole process.
The form responds to Maasin’s landscape, where the mountain contours and coastal edges define the city’s movement and structure. These spatial relationships informed the silhouette and proportions of the design, echoing the interaction between terrain and urban flow. The color palette was developed through a survey of all 160 registered pot-pots, combined with visual references from the city’s sunsets, seascapes, and streetscapes.
Each decision is grounded in context, shaped by the lived realities of the Maasinhons, and materialized through a process that connects data, people, place, and everyday experiences.
Iteration 1 (Nov-Dec 2024)
Iteration 2 (Jan-Feb 2025)
Iteration 3 (Mar-Apr 2025)
Color Study
Vehicle
Configuration
Purpose
Aesthetics
Decoration
Ventilation
Lighting
Sound
Passengers
Weight
Dimensions
Materials
Vehicle
Configuration
Purpose
Aesthetics
Decoration
Ventilation
Lighting
Sound
Passengers
Weight
Dimensions
Materials
Specifications
Specifications
Specifications
Human-powered, non-motorized vehicle (NMV)
Bicycle attached to a sidecar (right-hand side)
Short-distance public transport
Brightly hand-painted local typography, imagery, and scenery
Tourism tagline, millennium cross, and Maasin cultural pattern
Open-air
Headlight and signal light indicators
Air horn producing the “pot-pot” sound
2 adults and 1 child
80 kg / 176.37 lbs
152 cm (l) x 140 cm (w) x 180 cm (h) /
4.98 ft (l) x 4.59 (w) x 5.91 ft (h)
Metal, steel tubes and bars, rubber, tarpaulin canvas, synthetic polymer, PU leather, enamel coatings, bolts,
nuts, screws
Human-powered, non-motorized vehicle (NMV)
Bicycle attached to a sidecar (right-hand side)
Short-distance public transport
Brightly hand-painted local typography, imagery, and scenery
Tourism tagline, millennium cross, and Maasin cultural pattern
Open-air
Headlight and signal light indicators
Air horn producing the “pot-pot” sound
2 adults and 1 child
80 kg / 176.37 lbs
152 cm (l) x 140 cm (w) x 180 cm (h) /
4.98 ft (l) x 4.59 (w) x 5.91 ft (h)
Metal, steel tubes and bars, rubber, tarpaulin canvas, synthetic polymer, PU leather, enamel coatings, bolts, nuts, screws
Human-powered, non-motorized vehicle (NMV)
Bicycle attached to a sidecar (right-hand side)
Short-distance public transport
Brightly hand-painted local typography, imagery, and scenery
Tourism tagline, millennium cross, and Maasin cultural pattern
Open-air
Headlight and signal light indicators
Air horn producing the “pot-pot” sound
2 adults and 1 child
80 kg / 176.37 lbs
152 cm (l) x 140 cm (w) x 180 cm (h) /
4.98 ft (l) x 4.59 (w) x 5.91 ft (h)
Metal, steel tubes and bars, rubber, tarpaulin canvas, synthetic polymer, PU leather, enamel coatings, bolts,
nuts, screws
Final 3D Rendering
160 Pot-pot Colors
Staying true to its roots, the pot-pot was fabricated through the hands of local makers in Maasin. The body was built by one of its original fabricators, preserving established construction methods. Painting and lettering were executed by a local artist, while upholstery and interior refinements were completed by a local craftsman. Additional mechanical fittings were installed by a local mechanic, ensuring functionality remained grounded in existing practices. In doing so, the project reinforces and extends vernacular design by working with, rather than replacing, local expertise and tradition. Locally sourcing the making of the pot-pot connects it to both the people and the place, further strengthening its cultural relevance and grounding the design in the community it serves. This project stands as a collaborative expression of design, where heritage, craft, and contemporary intention converge to sustain and evolve a shared identity.
Staying true to its roots, the pot-pot was fabricated through the hands of local makers in Maasin. The body was built by one of its original fabricators, preserving established construction methods. Painting and lettering were executed by a local artist, while upholstery and interior refinements were completed by a local craftsman. Additional mechanical fittings were installed by a local mechanic, ensuring functionality remained grounded in existing practices. In doing so, the d
Staying true to its roots, the pot-pot was fabricated through the hands of local makers in Maasin. The body was built by one of its original fabricators, preserving established construction methods. Painting and lettering were executed by a local artist, while upholstery and interior refinements were completed by a local craftsman. Additional mechanical fittings were installed by a local mechanic, ensuring functionality remained grounded in existing practices. In doing so, the d
Staying true to its roots, the pot-pot was fabricated through the hands of local makers in Maasin. The body was built by one of its original fabricators, preserving established construction methods. Painting and lettering were executed by a local artist, while upholstery and interior refinements were completed by a local craftsman. Additional mechanical fittings were installed by a local mechanic, ensuring functionality remained grounded in existing practices. In doing so, the project reinforces and extends vernacular d
POT-POT
(Preserving Our Tales – Pedaling Our Tomorrow)
Contextualizing the Design of the Local Pedicab as
a Key Feature of the Cultural Identity and Narrative of Maasin City
Industrial Design
Industrial Design
From contextualizing cultural identities to building connected digital experiences.
From contextualizing
cultural identities to
building connected
digital experiences.
From contextualizing
cultural identities to
building connected digital experiences.
Systems Thinking
Systems Thinking
In collaboration with
Diane Diana
Lian Mark Sanchez
Shala Masip
October - December 2024
In collaboration with
Diane Diana
Lian Mark Sanchez
Shala Masip
October - December 2024
SparkLives: Community Engagement Award
Mùndo Design Awards 2025
SparkLives: Community Engagement Award
Mùndo Design Awards 2025
The heartbeat of Cebu has always been its music, it has never been louder. While the scene is thriving, artists often find themselves shouting into a digital void where algorithms favor the established over the emerging.
In a series of interviews with local artists, we identified core challenges stifling this resurgence
The Visibility Gap
Artists are searching for a central hub to consolidate Cebuano music, gigs, and events. Without one, the scene remains fragmented, making it harder for audiences to find the music they didn’t know they loved.
The Echo Chamber Effect
Despite a strong culture of collaboration, market penetration often stalls at the niche level. This creates a barrier between diverse genres and the general public, preventing local sounds from reaching their full potential.
The Digital Paradox
Social Media is a double-edged sword. While it offers exposure, it isn’t built for the nuances of the music industry. Engaging on social media can help promote music, but there are still limitations in how well these platforms can connect artists with new listeners.
The heartbeat of Cebu has always been its music, it has never been louder. While the scene is thriving, artists often find themselves shouting into a digital void where algorithms favor the established over the emerging.
In a series of interviews with local artists, we identified core challenges stifling this resurgence
The Visibility Gap
Artists are searching for a central hub to consolidate Cebuano music, gigs, and events. Without one, the scene remains fragmented, making it harder for audiences to find the music they didn’t know they loved.
The Echo Chamber Effect
Despite a strong culture of collaboration, market penetration often stalls at the niche level. This creates a barrier between diverse genres and the general public, preventing local sounds from reaching their full potential.
The Digital Paradox
Social Media is a double-edged sword. While it offers exposure, it isn’t built for the nuances of the music industry. Engaging on social media can help promote music, but there are still limitations in how well these platforms can connect artists with new listeners.
How might we
build the digital megaphone that breaks Cebuano music out of its
niche echo
chambers and integrates it into
the daily lives
of millions?
User Persona
Foster a supportive ecosystem for Cebuano music community
Foster a supportive ecosystem for Cebuano music community
Aid in the celebration and support of Cebuano Music Artists
Aid in the celebration and support of Cebuano Music Artists
Help promote gigs, events, and media of existing artists
Help promote gigs, events, and media of existing artists
User UX Workflow
Artist UX Workflow
User UX Workflow
Artist UX Workflow
Low-Fidelity Wireframe
Low-Fidelity Wireframe
Mid-Fidelity Wireframe
Mid-Fidelity Wireframe
Mid-Fidelity Wireframe
Leading the Vision, Crafting the Experience
Leading the Vision, Crafting the Experience
Leading the Vision,
Crafting the Experience
I led the overall direction of the Huni app, guiding the team from concept to execution while ensuring every decision stayed grounded in our user-centered goals. I developed the UI system. We focused on clarity, consistency, and ease of use to create a seamless experience for both artists and fans. Alongside this, I crafted the visual identity of the platform, shaping a brand that feels vibrant, alive, and culturally rooted. Through close collaboration and iteration, I spearheaded the alignment of design, function, and storytelling into a cohesive solution that amplifies the visibility of Cebuano music artists.
I led the overall direction of the Huni app, guiding the team from concept to execution while ensuring every decision stayed grounded in our user-centered goals. I developed the UI system. We focused on clarity, consistency, and ease of use to create a seamless experience for both artists and fans. Alongside this, I crafted the visual identity of the platform, shaping a brand that feels vibrant, alive, and culturally rooted. Through close collaboration and iteration, I spearheaded the alignment of design, function, and storytelling into a cohesive solution that amplifies the visibility of Cebuano music artists.
Try it
yourself
Scan
QR
HUNI
HUNI
Enhancing Visibility & audience-engagement for Cebuano Music Artists
Enhancing Visibility & audience-engagement for Cebuano Music Artists
Local Platform App for Cebuano Music Artists
Local Platform App for Cebuano Music Artists
Objectives
Extending digital connectivity into material and spatial experiences.
Extending digital
connectivity into material
and spatial experiences.
Creative Direction
Creative Direction
Creative Director Keith Salas
External Affairs Head Shala Masip
Internal Affairs Head Danielle Belleza
Secretary General Naomi Chavez
Catalog & Archive Manager Jay Lord Querubin
Finance Head Czareen Baja
Finance Coordinator Marean Villarama
Media Manager Diane Diana
Marketing Manager Angel Pedrano
Graphics Design Lead Sofia Manriquez
Content Creator Lian Mark Sanchez
Public Relations Officer Raissa Bool
Operations & Logistic Manager Kayelle Ceniza
Procurement & Transportation Coordinator Cynette Bolodo
Pre-production Time August 2024 - May 2025
Event Date May 30 - June 8, 2025
Creative Director Keith Salas
External Affairs Head Shala Masip
Internal Affairs Head Danielle Belleza
Secretary General Naomi Chavez
Catalog & Archive Manager Jay Lord Querubin
Finance Head Czareen Baja
Finance Coordinator Marean Villarama
Media Manager Diane Diana
Marketing Manager Angel Pedrano
Graphics Design Lead Sofia Manriquez
Content Creator Lian Mark Sanchez
Public Relations Officer Raissa Bool
Operations & Logistic Manager Kayelle Ceniza
Procurement & Transportation Coordinator Cynette Bolodo
Pre-production Time August 2024 - May 2025
Event Date May 30 - June 8, 2025
Creative Director Keith Salas
External Affairs Head Shala Masip
Internal Affairs Head Danielle Belleza
Secretary General Naomi Chavez
Catalog & Archive Manager Jay Lord Querubin
Finance Head Czareen Baja
Finance Coordinator Marean Villarama
Media Manager Diane Diana
Marketing Manager Angel Pedrano
Graphics Design Lead Sofia Manriquez
Content Creator Lian Mark Sanchez
Public Relations Officer Raissa Bool
Operations & Logistic Manager Kayelle Ceniza
Procurement & Transportation Coordinator Cynette Bolodo
Pre-production Time August 2024 - May 2025
Event Date May 30 - June 8, 2025
Product Design Thesis Exhibit 2025
Product Design Thesis Exhibit 2025
SINÁTÎ
SINÁTÎ
Designing Experiences, Experiencing Design
Designing Experiences, Experiencing Design
Creative Collaboration
SINÁTÎ is the thesis exhibit of the Batch 2025 Fine Arts Product Design students of the University of the Philippines Cebu. Derived from the Cebuano word for “experience” or “feel,” it also stands for Sistema (Systems), Naratibo (Narratives), and Taohanong Inobasyon (Human-Centered Innovation), reflecting the core principles of UP Cebu’s design education. The exhibit celebrates how design shapes experiences, forms identities, and enhances well-being through meaningful and sustainable solutions.
As the culmination of our journey in Design Studies, we recognize that design is never created in isolation. Each work is shaped by people, stories, and real-world challenges, grounded in a user-centered approach where experience informs meaning and design.
SINÁTÎ is the thesis exhibit of the Batch 2025 Fine Arts Product Design students of the University of the Philippines Cebu. Derived from the Cebuano word for “experience” or “feel,” it also stands for Sistema (Systems), Naratibo (Narratives), and Taohanong Inobasyon (Human-Centered Innovation), reflecting the core principles of UP Cebu’s design education. The exhibit celebrates how design shapes experiences, forms identities, and enhances well-being through meaningful and sustainable solutions.
As the culmination of our journey in Design Studies, we recognize that design is never created in isolation. Each work is shaped by people, stories, and real-world challenges, grounded in a user-centered approach where experience informs meaning and design.
Exhibit Features
Exhibit Features
Thesis Showcases
Interactive Installations
Panel Discussions & Talks
Networking Opportunities
Digital & Print Media Displays
Thesis Showcases
Interactive Installations
Panel Discussions & Talks
Networking Opportunities
Digital & Print Media Displays
Thesis Showcases
Interactive
Installations
Panel Discussions
& Talks
Networking
Opportunities
Digital & Print
Media Displays
14 design thesis projects that demonstrate research-driven, human-centered, and sustainable design solutions.
Hands-on experiences that invite engagement, participation, and eco-conscious thinking.
Conversations with professionals, alumni, and experts on the role of innovative and sustainable design in shaping experiences.
Spaces for students to connect with potential collaborators, mentors, and industry leaders with a focus on creative, innovative, and sustainable practices.
Documentations of design processes, narratives, and insights, incorporating responsible material usage and innovative solutions.
14 design thesis projects that demonstrate research-driven, human-centered, and sustainable design solutions.
Hands-on experiences that invite engagement, participation, and eco-conscious thinking.
Conversations with professionals, alumni, and experts on the role of innovative and sustainable design in shaping experiences.
Spaces for students to connect with potential collaborators, mentors, and industry leaders with a focus on creative, innovative, and sustainable practices.
Documentations of design processes, narratives, and insights, incorporating responsible material usage and innovative solutions.
Sistema, Naratibo, ug Taohanong Inobasyon
Sistema, Naratibo, ug
Taohanong Inobasyon
(Systems, Narratives, Human-Centered Innovation)
(Systems, Narratives, Human-Centered Innovation)
Studio Systems
Studio Systems explores the dynamic relationship between product and space, both physical and virtual, emphasizing how products transcend their role as mere objects to become catalysts for spatial experiences through systems and scalar thinking.
Studio Systems explores the dynamic relationship between product and space, both physical and virtual, emphasizing how products transcend their role as mere objects to become catalysts for spatial experiences through systems and scalar thinking.
Studio Identity
Studio Identity shapes and reinforces local identities through design, creating products that honor cultural, social, and environmental contexts. Each project reflects the traditions and craftsmanship of communities, translating these into forms that remain meaningful.
Studio Identity shapes and reinforces local identities through design, creating products that honor cultural, social, and environmental contexts. Each project reflects the traditions and craftsmanship of communities, translating these into forms that remain meaningful.
Studio Well-Being
Studio Well-Being is a design studio dedicated to crafting products that enhance different aspects of well-being. Rooted in the belief that design must accommodate personal needs and ease the daily lives of representative groups and communities.
Studio Well-Being is a design studio dedicated to crafting products that enhance different aspects of well-being. Rooted in the belief that design must accommodate personal needs and ease the daily lives of representative groups and communities.
SINÁTÎ Flor Plan - 2F Cebu Exchange
SINÁTÎ Flor Plan - 2F Cebu Exchange
SINÁTÎ Flor Plan - 2F Cebu Exchange
Delivering Experience
From Planning to Execution
Delivering Experience
From Planning to Execution
Delivering Experience
From Planning to Execution
Through my leadership and close collaboration with my peers, I took ownership of how SINÁTÎ was managed from planning to execution. I worked across budget decisions, production timelines, spatial strategy, and team alignment, making sure each part stayed connected to the overall intent of the exhibit. Given the limitations in manpower, budget, venue, I focused on setting clear priorities and making practical decisions that kept the project moving. Each hurdle was met with steady problem-solving and clear communication, ensuring that the team stayed aligned. The result was a fully materialized exhibition delivered within constraint, with both the experience and the operations handled with clarity and accountability from end to end. Throughout the process, navigating these realities allowed us to fully embody the core promise of the exhibit: designing experiences, experiencing design.
Through my leadership and close collaboration with my peers, I took ownership of how SINÁTÎ was managed from planning to execution. I worked across budget decisions, production timelines, spatial strategy, and team alignment, making sure each part stayed connected to the overall intent of the exhibit. Given the limitations in manpower, budget, venue, I focused on setting clear priorities and making practical decisions that kept the project moving. Each hurdle was met with steady problem-solving and clear communication, ensuring that the team stayed aligned. The result was a fully materialized exhibition delivered within constraint, with both the experience and the operations handled with clarity and accountability from end to end. Throughout the process, navigating these realities allowed us to fully embody the core promise of the exhibit: designing experiences, experiencing design.
Exhibit Challenges & Solutions
Budget Constraints and Production Execution
Budget Constraints and Production Execution
Budget Constraints and Production Execution
With a limited student-funded budget supported by select sponsors, every element of the exhibit was carefully prioritized and produced within constraint. The background arch was built, studio icon boards were fabricated, collaterals were printed, and lighting, sound, and food were all delivered through shared resources and coordinated effort. Each decision was adjusted in real time to ensure the exhibit was fully materialized without compromising the experience.
With a limited student-funded budget supported by select sponsors, every element of the exhibit was carefully prioritized and produced within constraint. The background arch was built, studio icon boards were fabricated, collaterals were printed, and lighting, sound, and food were all delivered through shared resources and coordinated effort. Each decision was adjusted in real time to ensure the exhibit was fully materialized without compromising the experience.
With a limited student-funded budget supported by select sponsors, every element of the exhibit was carefully prioritized and produced within constraint. The background arch was built, studio icon boards were fabricated, collaterals were printed, and lighting, sound, and food were all delivered through shared resources and coordinated effort. Each decision was adjusted in real time to ensure the exhibit was fully materialized without compromising the experience.
Venue Partnership and Spatial Alignment
Venue Partnership and Spatial Alignment
Venue Partnership and Spatial Alignment
The venue was secured through a partnership with Arthaland and held at Cebu Exchange, one of the country's premier real estate developer with a 100% sustainable portfolio certified by local and global organizations. The space aligned with the exhibit’s values, situating the works within an environment rooted in sustainability. The venue was provided at no cost, marking the program's first thesis exhibition in this setting.
The venue was secured through a partnership with Arthaland and held at Cebu Exchange, one of the country's premier real estate developer with a 100% sustainable portfolio certified by local and global organizations. The space aligned with the exhibit’s values, situating the works within an environment rooted in sustainability. The venue was provided at no cost, marking the program's first thesis exhibition in this setting.
The venue was secured through a partnership with Arthaland and held at Cebu Exchange, one of the country's premier real estate developer with a 100% sustainable portfolio certified by local and global organizations. The space aligned with the exhibit’s values, situating the works within an environment rooted in sustainability. The venue was provided at no cost, marking the program's first thesis exhibition in this setting.
Navigating an Irregular Spatial Layout
Navigating an Irregular Spatial Layout
Navigating an Irregular Spatial Layout
The exhibit space presented an unconventional L-shaped layout with two entrances and a break between corridors. Instead of imposing a fixed flow, both entrances were activated and designed to welcome guests equally. This required spatial planning and experience design to map circulation and guide visitor movement intuitively. The transitional space between hallways became a natural gathering point where visitors paused, interacted, and socialized.
The exhibit space presented an unconventional L-shaped layout with two entrances and a break between corridors. Instead of imposing a fixed flow, both entrances were activated and designed to welcome guests equally. This required spatial planning and experience design to map circulation and guide visitor movement intuitively. The transitional space between hallways became a natural gathering point where visitors paused, interacted, and socialized.
The exhibit space presented an unconventional L-shaped layout with two entrances and a break between corridors. Instead of imposing a fixed flow, both entrances were activated and designed to welcome guests equally. This required spatial planning and experience design to map circulation and guide visitor movement intuitively. The transitional space between hallways became a natural gathering point where visitors paused, interacted, and socialized.
Unifying Diverse Design Languages
Unifying Diverse Design Languages
Unifying Diverse Design Languages
The exhibit brought together diverse projects without forcing a single visual style. The flow of the exhibit follow Sistema, Naratibo, and Taohanong Innobasyon presenting design having structure, narrative-drive, and centered on human well-being. Unifying elements such as floor-to-ceiling posters, color matching, and board backdrops created a consistent spatial treatment while preserving each project’s identity.
The exhibit brought together diverse projects without forcing a single visual style. The flow of the exhibit follow Sistema, Naratibo, and Taohanong Innobasyon presenting design having structure, narrative-drive, and centered on human well-being. Unifying elements such as floor-to-ceiling posters, color matching, and board backdrops created a consistent spatial treatment while preserving each project’s identity.
The exhibit brought together diverse projects without forcing a single visual style. The flow of the exhibit follow Sistema, Naratibo, and Taohanong Innobasyon presenting design having structure, narrative-drive, and centered on human well-being. Unifying elements such as floor-to-ceiling posters, color matching, and board backdrops created a consistent spatial treatment while preserving each project’s identity.
To bring our thesis exhibit together, I developed the design and editorial direction of the SINATI magazine. It acts as our central catalog, offering deeper project context and seamlessly uniting all our products into one curated experience.
To bring our thesis exhibit together, I developed the design and editorial direction of the SINATI magazine. It acts as our central catalog, offering deeper project context and seamlessly uniting all our products into one curated experience.
To bring our thesis exhibit together, I developed the design and editorial direction of the SINATI magazine. It acts as our central catalog, offering deeper project context and seamlessly uniting all our products into one curated experience.
Curating the Experience
Curating the Experience
Curating the Experience
Local Media Coverage
Local Media Coverage
Turning experience into engagement.
Turning experience
into engagement.
Turning experience into engagement.
Marketing Materials
Marketing Materials
JT Digital Marketing Services
JT Digital
Marketing Services
June 2024 - Present
June 2024 - Present
Brand and Marketing Design Lead
Brand and Marketing Design Lead
JT Digital Marketing Services helps businesses increase leads, boost brand awareness, and drive sales through social media content, Facebook Ads, printed materials, and integrated marketing strategies designed to improve engagement, conversion, and growth across a diverse client base.
JT Digital Marketing Services helps businesses increase leads, boost brand awareness, and drive sales through social media content, Facebook Ads, printed materials, and integrated marketing strategies designed to improve engagement, conversion, and growth across a diverse client base.
Since June 2024, I have worked with the startup agency, designing marketing materials across digital and print platforms while supporting consistent brand communication and contributing to campaigns focused on audience engagement and conversion outcomes.
Since June 2024, I have worked with the startup agency, designing marketing materials across digital and print platforms while supporting consistent brand communication and contributing to campaigns focused on audience engagement and conversion outcomes.
Since June 2024, I have worked with the startup agency, designing marketing materials across digital and print platforms while supporting consistent brand communication and contributing to campaigns focused on audience engagement and conversion outcomes.
80+
80+
key visuals
key visuals
key
visuals
developed for main campaigns,
establishing the core visual direction and creative foundation across multiple marketing initiatives
developed for main campaigns,
establishing the core visual direction and creative foundation across
multiple marketing initiatives
720+
720+
print & digital ads
print & digital ads
print &
digital ads
expanded across social media, Facebook Ads, and promotional materials since June 2024, produced in multiple sizes and formats.
expanded across social media, Facebook Ads, and promotional materials since June 2024, produced in multiple sizes and formats.
expanded across social media, Facebook Ads, and promotional materials since June 2024,
produced in multiple sizes and formats.
30%
30%
improved efficiency
improved efficiency
with an average 3-day turnaround per campaign
set during Year 1, achieved through a
more structured workflow
with an average 3-day turnaround per campaign
set during Year 1, achieved through a more
structured workflow
with an average 3-day turnaround
per campaign set during Year 1, achieved through a more
structured workflow
Performance Impact
Profile Visits: 280% (288K to 1.47M)
Content Reach: 83% (6.06M to 11.1M)
I joined the creative team in June 2024 to help support a growing marketing pipeline as the brand scaled. Since then, we have seen steady growth in overall reach alongside a strong surge in high-intent profile visits, growing at roughly 3x the rate of baseline reach. This shift reflected more effective design strategies and decisions that better aligned output with user intent and engagement behavior.
Operating as a core member of the marketing and design team, I focused on visual and strategic developments that improved both engagement and brand perception:
Optimized KVs: Developed high-resolution, scroll-stopping assets designed to improve attention and encourage more clicks and deeper engagement.
Elevated brand aesthetics: Refined the visual direction to make the brand more cohesive, premium, and aligned with its evolving positioning.
Aligned design with KPIs: Worked closely with cross-functional teams to ensure output was not just visually strong, but also tied directly to KPIs and measurable marketing outcomes.
Profile Visits: 280% (288K to 1.47M)
Content Reach: 83% (6.06M to 11.1M)
I joined the creative team in June 2024 to help support a growing marketing pipeline as the brand scaled. Since then, we have seen steady growth in overall reach alongside a strong surge in high-intent profile visits, growing at roughly 3x the rate of baseline reach. This shift reflected more effective design strategies and decisions that better aligned output with user intent and engagement behavior.
Operating as a core member of the marketing and design team, I focused on visual and strategic developments that improved both engagement and brand perception:
Optimized KVs: Developed high-resolution, scroll-stopping assets designed to improve attention and encourage more clicks and deeper engagement.
Elevated brand aesthetics: Refined the visual direction to make the brand more cohesive, premium, and aligned with its evolving positioning.
Aligned design with KPIs: Worked closely with cross-functional teams to ensure output was not just visually strong, but also tied directly to KPIs and measurable marketing outcomes.
Elevating
brand engagement through collaborative visual strategy.
Elevating
brand engagement through collaborative visual strategy.
Elevating
brand engagement through collaborative visual strategy.
Key Visuals
Key Visuals
Cross-Platform Adaptation of KVs
Digital Content Design
Flyer Design
Keith Salas.
Keith Salas.
Keith Salas.
Interdisciplinary Desginer Marketing Branding Product Design Motion Graphics Visual Communication
My work is grounded in the idea that design is an iterative process. It evolves through a continuous cycle of ideas, execution, and feedback, where each refinement brings greater clarity and meaning. I design to give form to ideas that are tested, shaped, and strengthened over time, creating work that resonates deeply and endures.
My work is grounded in the idea that design is an iterative process. It evolves through a continuous cycle of ideas, execution, and feedback, where each refinement brings greater clarity and meaning. I design to give form to ideas that are tested, shaped, and strengthened over time, creating work that resonates deeply and endures.
I believe that at the core of every design is a narrative that shapes experiences and moves people. Design goes beyond aesthetics or surface beauty. It is where form and function come together with purpose. It carries stories that guide and influence how people see and feel the world. By grounding every detail in a deeper "why," design connects people and transforms lives.
I believe that at the core of every design is a narrative that shapes experiences and moves people. Design goes beyond aesthetics or surface beauty. It is where form and function come together with purpose. It carries stories that guide and influence how people see and feel the world. By grounding every detail in a deeper "why," design connects people and transforms lives.
Arriving in Los Angeles, I am ready to write my next chapter with purpose.
I am here to do more than execute design briefs. I am here to bring cross-cultural perspective, and create work that carries meaning. 26 years of navigating life, and crossing an ocean, have shaped how I move. I adapt quickly, communicate clearly, and translate ideas across cultures with intention.
Arriving in Los Angeles, I am ready to write my next chapter with purpose. I am here to do more than execute design briefs. I am here to bring cross-cultural perspective, and create work that carries meaning. 26 years of navigating life, and crossing an ocean, have shaped how I move. I adapt quickly, communicate clearly, and translate ideas across cultures with intention.
Woven Heritage: Design in Culture Award (2025)
SparkLives: Community Engagement Award (2025)
Outstanding Thesis Award - 3rd Place (2025)
Best Design Studio Award - Studio Identity (2025)
University Scholar (President’s Honor List) (2023–2025)
Design Excellence Award 2023 (2023)
Woven Heritage: Design in Culture Award (2025)
SparkLives: Community Engagement Award (2025)
Outstanding Thesis Award - 3rd Place (2025)
Best Design Studio Award - Studio Identity (2025)
University Scholar (President’s Honor List) (2023–2025)
Design Excellence Award 2023 (2023)
Tools I use
Tools I use
