Burger King
México
CRM design execution for a global fast-food brand, focused on consistency, clarity, and performance.
Burger King México operates with a high volume of CRM communications, requiring frequent campaigns, localized adaptations, and fast production cycles.
Within PMWEB, the team was responsible for delivering these assets with speed and precision, ensuring alignment with global brand guidelines while adapting to local communication needs.
The work demanded a balance between consistency and flexibility, maintaining brand recognition across a wide range of formats and messages.
Tools
Photoshop · Illustrator · Jira · Miro · After Effects · Braze
Skills
CRM Design · Email Design · Layout & Hierarchy · Visual Consistency Production Design · Adaptation · Attention to Detail
THE CHALLENGE
How can we deliver high-volume CRM assets with consistency and quality while adapting to different campaign needs?
The main challenge was to ensure visual clarity and brand alignment across multiple pieces, often produced under tight deadlines and varying campaign requirements.
This required strong attention to detail, consistency in execution, and the ability to adapt quickly without compromising quality.
The work was centered on precise execution rather than strategic definition.
Using established brand guidelines, each piece was designed to communicate clearly and effectively within CRM channels, respecting hierarchy, readability, and responsiveness.
Adaptation played a key role, ensuring that different formats, messages, and campaign contexts maintained coherence while meeting specific communication goals.
Key work
I created and adapted multiple CRM pieces, including email layouts and promotional assets.
The work involved structuring content, defining visual hierarchy, and ensuring consistency across different formats and campaign variations.
I worked as a CRM Designer, responsible for the execution and adaptation of campaign assets.
My focus was on translating campaign inputs into clear and consistent visual pieces, ensuring alignment with brand standards and communication requirements.
Why this project matters
This project highlights the importance of execution quality in large-scale communication systems.
It demonstrates the ability to operate within established frameworks, delivering consistent outputs under pressure while maintaining attention to detail.
The result was a consistent and reliable stream of CRM assets, supporting ongoing campaigns with clarity and visual alignment.
The work contributed to maintaining brand consistency across high-frequency communications.