Matheo Cadena
Night Owl Design Studio
Graphic Designer & Art Director
I help your brand cut through the noise, engage your customers and convert to sales.
Over ten years of design experience.
I leverage design strategy with AI tools to engage your audience, and deliver work faster: Increasing your ROI.
Industry Expertise: Tech, creative, music, entertainment, legal, healthcare, beauty, social impact, non-profit, and events.
Children’s Hospital Los Angeles (CHLA)
Pride Month Campaign
Brief
Design a social media campaign for pride month that engages new audiences raising awareness for the healthcare services provided by the Division of Young Adolescent Medicine (DAYAM). Avoid the all too common rainbow washing.
Problem
The CHLA was at risk of loosing $1M in grant funding.
Existing marketing and social media content wasn’t engaging new audiences, specifically LGBTQ+ demographics. Each post was reaching 500-1,289 people. However, this new service for Queer young adults offered by the DAYAM was essentially going unnoticed, low reach and engagement lead to low conversion.
Solution
My design strategy leveraged edu-tainment content with high-frequency posting for an engaging Pride campaign.
I hand sketched concepts for a pride month campaign series that was designed to hack the algorithm. With high-frequency content that educated the audience on each letter in the LGBTQ+ acronym. Engaging allies and Queer folx throughout the life cycle.
Out of Home (OOH) Campaign
Social Media Campaign
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Design Process
Scaling the Campaign to Optimize for Social Touch Points
Users social time are split between posts and stories. With that in mind, I scaled the campaign to engage people at each social touch point where they spend their time.
Banners
Designed the marketing kit so the CHLA team was able to also distribute the same social media campaign identity across their newsletter, website, press release, Medium, using the hero art.
Results
Co-lead the pitch team and presented our results to the funding stakeholders: We secured $1M in grant funding over the next 5 years.
Increased social media reach engaging and converting new leads. Previous campaigns reached an average of 1,210 people, whereas, the new campaign reached over 12,325 people. New leads increased from 9 per month to 33 per month.
Maserati
Marketing Campaign Design in Figma
Brief
Design campaign for the Maserati annual Winter Sales Event.
Problem
Design mobile & web assets in Figma under high pressure marketing deadlines, revising with stakeholder feedback.
The Maserati company switched all their designs from Adobe to Figma. Allowing them to reduce friction and increase their dev team build times. However, the current design team lacked the expertise in Figma to deliver. They needed to onboard a designer who could work in Figma and deliver the design assets fast. I delivered. Working at the speed of light.
Solution
Results
The dev team was able to reduce campaign deployment time from 8 hours of coding and testing to 3.5 hours.
Delivered design assets ahead of schedule. Gaining approval of stakeholders, and working in revisions. Worked collaboratively and iteratively throughout each sprint cycle to deliver high fidelity mocks in Figma.
Pokémon
Type + Pkm
Brief
Using Adobe Illustrator create a design that incorporates: Typography, positive affirmation, and Pokémon.
Problem
Most Pokemon art and design campaigns do not use typography well.
This project centers the two in harmony.
Solution
Swiss grid system, 8 base unit, every typographic element is proportional to the artwork and joyful rounded and bubbly font to match the mood of the game.
The font is rounded with curvatures and bubbly joy much like the Pokémon characters. This font pairs perfectly with the joyous energy and dynamic pose of Squirtle.
Results
Increased engagement with gamer and typography communities.
By crossing design, typography, and gaming culture, I was able to successfully engage audience from different cultures.
Let’s Work Together & …
Design Your Brand
You need a brand that meets your vision, while engaging your target audience. As an award-winning designer, I’ll craft a brand identity that embodies your vision and engages your customers.
Expand Your Brand
You have an existing brand, but it’s not performing. You need to grow your brand awareness and engage new customers. I’ll craft a marketing strategy that helps you reach new customers, and convert to ROI.
Navigate Your Career
You’re stuck in your career, applying, but not hearing back. I’ve mentored people to navigate rounds of interviews with LA26 Olympics. I’ll guide you with actionable next steps and career clarity.
Fly Me An Email
If you’re looking for a designer who cuts through the noise, and uplifts your brand’s marketing into high converting campaigns, that increase your ROI, then let’s chat.