Póntelo Con Orguyo! — Wear Your Pride!

The ORGUYO brand was conceived by the Santiago Lopez, a first generation Colombian-American who was raised in Boston and has lived in Colombia, Puerto Rico and Mexico. His parents brought “mi familia” here from Medellin to escape the horrors of the drug wars. They wanted only a chance to prosper with their three children. Santiago founded Orguyo and named it for his parents and all Latinos who have overcome hardship to give us hope.

I was the the Creative Director and Marketing Partner with a mission was to establish Orguyo as premier brand in apparel and accessories for ethnic populations, beginning with Latinos. I worked with Santiago and his team for several years to develop a GTM strategy and launch plan pitching Orguyo to prominent retailers including as Macy’s, Dillard’s, Ross, and other prominent retailers. At the same time, our brand caught the eye of a global retail manufacturer from NYC who acquired the brand. The following sections represent a portion of my creative work supporting our GTM strategy and execution plan.