crema | Brand Identity, Design & Content Strategy

mitú noticed that their audience cared for content that was dedicated to music. crema by mitú launched in 2020 with the goal to bring back the days of music television with nonstop music content. crema was set to focus on the needs of the fans, artist driven shows and cross-genre music entertainment. With that in mind, I approached the crema’s visual identity with curated photography, a limited color palette and legible typography. crema is dedicated to appeal the millennial, American audience. That is why crema’s brand identity was set to rely heavily on the quality of editorial content versus complex graphic elements. 

In addition to design, I worked heavily with the brand lead to develop original video franchises to brand crema’s exclusive interviews with music artists and oversaw the production and artwork that our production team in Colombia produced under the crema visual guidelines.

Core Team & Project Roles 

Art Direction, Design, Identity: Karina Limon

Executive Editorial Director, Music: Luciana Villalba

Executive Director, Marketing: Cynthia Zavala

social media templates

Art Direction and Design: Karina Limon

video franchises

Art Direction, Design, Identity: Karina Limon

Executive Editorial Director, Music: Luciana Villalba