La Frutería by T-Mobile
Velocity ConferenceLos Angeles, 2025
Role: Art Director / 3D Designer
Creative Director: Bry Crasch
Designer: Kayana Ternize
In 2025, T-Mobile challenged us to create a Velocity Conference experience that would introduce its T-Mobile for Business product plans, while connecting authentically with the event’s predominantly LatinX audience.
Velocity focuses on the “New Mainstream Economy,” highlighting the economic power, consumer influence, and entrepreneurial impact of the U.S. Latino demographic. Rather than approach the booth as a traditional corporate footprint, we looked to a familiar neighborhood staple: la frutería.
Velocity focuses on the “New Mainstream Economy,” highlighting the economic power, consumer influence, and entrepreneurial impact of the U.S. Latino demographic. Rather than approach the booth as a traditional corporate footprint, we looked to a familiar neighborhood staple: la frutería.
T-Mobile Frutería reimagined the colorful visual language of Latin American fruit markets through the lens of the T-Mobile brand. Part aguas frescas bar, part hospitality lounge, the space gave attendees a place to grab a drink, recharge and connect between panel discussions.
As a Latina designer, I drew from my own cultural references to help shape an environment that felt both familiar and elevated— translating everyday neighborhood colors and textures into a branded space that still felt rooted in community.
