Movimiento Victoria Ciudadana
SAN JUAN, 2022-2024 — Since 2020, I’ve worked closely with Movimiento Victoria Ciudadana, a progressive political party in Puerto Rico, contributing to the design, communications, and digital infrastructure that support the party’s organizing and electoral work. My role has spanned from strategic advising to hands-on creative production—helping Victoria develop the visual and narrative tools that express its values of social justice, democracy, and transparency.
I led the deployment of Victoria’s brand identity and its visual system across print, digital, and broadcast media, ensuring consistency between local campaigns and the national platform. This included refining and rationalizing logos, typography, and color systems, and producing templates for social media, fundraising, and outreach. I also helped build the movement’s communications infrastructure: a coordinated set of websites, mailing lists, and campaign tools that allowed candidates to share resources and maintain a coherent message across regions using tools such as NationBuilder, Reach, and custom technology.
As part of Victoria Ciudadana’s training and development efforts for the 2024 elections, I organized and facilitated multiple workshops and orientation sessions for candidates and campaign staff. Topics included communications strategy, media narratives, campaign finance compliance, and digital tools for organizing. Notable examples include the District Candidate Orientation (Ponce, 2024), the Campaign Finance and Comptroller Workshop (July 2024), and the Campaign Network Tools Training (August 2024)—each designed to integrate new candidates into the movement’s political framework and provide practical skills for ethical campaigning.
Working with Victoria Ciudadana’s internal team and a software development agency, I co-led the design and rollout of a suite of digital tools connecting all Victoria campaigns under a shared infrastructure. This included:
NationBuilder Integration: customizing and deploying a central CRM to manage supporter databases, email outreach, donation tracking, and voter contact workflows for each candidacy.
Campaign Network Platform: designing the UX for a unified dashboard that integrates NationBuilder with auxiliary tools such as CallHub (for phone and SMS outreach) and Reach (for distributed canvassing).
Web Infrastructure: designing templates and information architecture for campaign microsites, ensuring accessibility, responsive design, and alignment with Victoria’s brand system.
Automation and Workflow Design: building Notion- and Airtable-based pipelines for content planning, membership management, and communications coordination between local campaigns and the national media team.