Adidas x Orinoco
Services
Visual Design
Location
Guadalajara, México.
Year
2023
Credits
Copywriting and photos by: adidasoriginals.prezly.com
Overview
In November of 2022, adidas Originals and Taquería Orinoco launched a collaboration that represents México through culture and food. I decided to make my own version of of an editorial website to commemorate this campaign.This is a personal project and doesn’t represent adidas Originals or Taqueria Orinoco at all. It was created out of my love for food and design :)
Connected directly to Campbell’s internal systems, STAR enables distributors to manage complex day-to-day operations including retailer onboarding, route management, returns, issue reporting, product management, and support workflows — all within a centralized enterprise platform serving thousands of retailers nationwide.
THE PROBLEM
Modernizing a Mission-Critical Legacy Platform
Users relied on a legacy tablet-only application that suffered from:
Poor responsiveness and outdated interaction patterns
Complex, fragmented workflows
High cognitive load across operational tasks
Inconsistent navigation and UI behaviors
Limited flexibility for evolving business needs
As Campbell’s distributor network expanded, the platform also needed to support:
Multiple distributor types and permission structures
Large volumes of operational data
Real-time integrations with internal systems
Critical workflows where small errors could impact distribution operations at scale
The Process
Designing for Complexity, Scale, and Operational Efficiency
Understanding Operational Workflows
A significant part of the project involved mapping the ecosystem of distributor operations and identifying friction points across daily tasks.
This included analyzing:
Multi-role user journeys
Route and retailer management flows
Returns and issue-reporting processes
Operational dependencies between systems
Data visibility and decision-making pain points
My ROLE
Establishing a Scalable Design Foundation
As the platform continued to evolve, scalability became essential.
To support future growth, I helped create:
Reusable UI patterns
Modular workflows
Responsive layouts
Standardized components
Consistent design behaviors across modules
This foundation improved alignment between product, design, and engineering while enabling faster feature expansion.
The Solution
Building a More Intelligent Operational Experience
The redesigned STAR platform transformed a fragmented legacy system into a more scalable and intuitive enterprise experience.
Key improvements included:
Responsive Multi-Device Experience
Streamlined Operational Flows
Role-Based User Experiences
Improved Data Visibility
Scalable Design System
