Nuevo Afterbeat
A name and identity for group experiences in Mendoza, designed to convey rhythm, warmth and attention to detail.
Charli Avena / Graphic Design & Creative Direction
A human
point of view
I’m Charli. I design brands, packaging and campaigns, from the first idea to every detail.
View projects01 / ProjectsA selection
A selection
of my work
Brands, packaging and campaigns. Each project shows the decisions and pieces that shaped it.
Nuevo 
Heroes From Scratch
A campaign about learning to code, told through Latin American figures and a contemporary visual language.
Tostada Goods
A summer clothing brand shaped by analog memories, color and the light of Mendoza.
From direction to designAn idea
An idea
takes shape.
Every project has its own visual language.
My role is to give it direction.
01 / CONCEPT
Find the idea.
Listen, connect references and decide what is worth telling.
02 / SYSTEM
Build the language.
Type, imagery, color and composition. Decisions that work together.
03 / APPLICATIONS
Bring it to life.
An identity, a campaign, a package. The idea finds its way to where it belongs.
02 / LabExploring is
Exploring is
part of creating
Experiments with AI: virtual creators, illustration and material studies.
On camera
An AI-generated vertical video exploring how a virtual creator comes across on camera.
Between figure and nature
An exploration of composition, texture and symbolism with a painterly feel. I tested how the figure, leaves, flowers and fruit work together.
Looking at the surface
Raking light, type and relief. A macro image studying how light and surface change the way typography reads.
Workflows / In progressI also explore
I also explore
ways to work better
From brief to final selection: I shape the idea, explore directions and review each result before making a decision.
- 01
Brief
Set the goal.What are we trying to solve?
- 02
References
Choose a direction.Shape the visual language.
- 03
Variations
Explore with AI.Test directions and compare.
- 04
Selection
Decide and refine.Review with a design eye.
AI can help explore. Creative direction and the final decision remain human.
03 / AboutBehind all of this,
Behind all of this,
there’s me
I’m Charli Avena, a graphic designer and creative director based in Mendoza, Argentina. I work across visual identity, packaging and art direction, on independent projects and alongside creative teams.
First, I work out what each project needs to say and how it should feel. Then I choose the tools: type, composition, imagery, retouching or AI when it adds something to the process.
LinkedIn04 / Let’s talkWhat’s on
What’s on
your mind?
A new identity, a campaign or design support for your team? Tell me what you have in mind.