Mexicana, a brand of handcrafted western boots with over 30 years of history, had a rich identity but an inconsistent visual presence. Their social media lacked coherence, and they needed editorial content that could match the craftsmanship of the product itself.

I redefined their social media visual language, diving deep into Mexicana's feminine rock spirit to create content that felt authentic to the brand's roots. Alongside the social work, I art directed and designed their SS24 lookbook, managing layout, visual flow, and image retouching to produce an editorial that captured both the boots' intricate detail and the brand's lively, expressive character.