Corazon by Baires:
Globally Inspired Culinary Excellence
Creative Leadership in Service of a Seductive, International Brand Experience
The First Course? A Brand That Captivates
Corazon by Baires wasn’t launching into a blank space—it was entering one of Orlando’s most competitive culinary corridors: I-Drive. In a landscape saturated with themed dining and fast-turnover tourism, the challenge was to introduce something entirely different—a restaurant defined not by gimmicks, but by global sophistication, emotional storytelling, and transportive atmosphere. The opportunity was immense: to build a brand that could stand apart from the noise, resonate with locals and travelers alike, and feel iconic from the moment it opened.
As Creative Director, I was tasked with translating the founders’ elevated vision into a tangible, fully immersive brand experience—one that guests could feel before they ever stepped through the door or tasted a single bite. From identity and website design to food styling, photography, and pre-launch content, every piece of the brand had to work together to introduce Corazon as not just a fine dining destination, but an unforgettable sensory journey.
Creative Direction & Brand Unification
From brand strategy and visual identity to experience design and launch execution, I led the creative charge to bring Corazon by Baires to life. In close partnership with the founders, I transformed a bold culinary vision into a fully realized brand—one rooted in consistency, elegance, and emotional depth. My role was both strategic and hands-on, unifying every expression of the brand across teams and disciplines.
I collaborated with interior designer Rebecca Merritt to harmonize the physical space with the brand’s narrative, guided Dark Roast Media in crafting an immersive digital presence, and aligned with DKC PR to ensure the brand’s voice carried powerfully across press and media. From the first mood board to opening night, I directed a cohesive and luxurious rollout that honored Corazon’s core promise: Globally Inspired Culinary Excellence.
My responsibility was clear—to ensure that every visual, every word, and every guest interaction embodied that promise with intentionality, allure, and impact.
Art Direction: From Kitchen to Camera
I served as the creative lead for all visual content leading up to Corazon’s debut—overseeing photo and video production, model selection, location curation, and full art direction across every scene. My goal wasn’t just to showcase a restaurant—it was to evoke a feeling, to transport the audience into Corazon’s world before they ever made a reservation.
Every detail was intentional. From casting models who reflected the elegance and allure of the space, to designing scenes that conveyed intimacy, anticipation, and celebration—I shaped the visual narrative to mirror the brand’s essence: evocative, immersive, seductive, and sophisticated. The camera never simply observed; it participated, capturing the emotion behind every clink of glass and passing plate.
I worked hand-in-hand with the culinary team to style each dish for camera, selecting plateware, linens, table accents, and even background elements that matched the story behind each menu item. Whether highlighting the delicate architecture of a Tuna Tartare or the richness of a bone-in short rib, I ensured every shot struck the right tone: refined, sensorial, and aspirational.
The lighting design was equally considered—crafted to feel both cinematic and natural, creating warmth, mood, and depth. Shadows weren’t flaws; they were invitations. We layered scenes with textures you could almost feel through the screen, using color palettes that echoed the brand’s interior tones and emotional palette.
In the end, these assets didn’t just populate a website or press kit. They built the visual language of Corazon—one that speaks in mood, memory, and detail. This was art direction as
Website Design & User Journey
With Dark Roast Media, I led the design direction of Corazon’s digital presence. The website was built to mirror the in-person experience: immersive, editorial, and intuitive. I curated every aspect of the front-end—layout, copy tone, image pacing, and transitions—ensuring that the site felt like an extension of the dining room: refined, welcoming, and full of promise.
The site integrates with OpenTable and social channels, allowing immediate reservations while introducing visitors to the sensory world of Corazon.
Brand Launch & Multisensory Experience
From preview nights to public launch, Corazon’s debut was choreographed down to the finest detail. I oversaw launch creative, coordinated with PR for asset readiness, and ensured the in-venue brand experience—from menus to mood lighting—was seamless and story-driven.
Every room at Corazon is part of a journey: the Library, the Garden, the Lounge, the Dining Room. I helped shape those narratives visually and experientially, creating a layered brand that evolves with every guest interaction.
Why It Matters
Corazon wasn’t about creating a logo or a website—it was about building an emotional destination. I served as the creative backbone for a brand where culinary mastery meets timeless elegance, ensuring its debut wasn’t just noticed, but remembered.
This was creative leadership at its most complete—visionary, strategic, hands-on, and deeply collaborative. And it resulted in a brand experience that’s as unforgettable as the flavors on the plate.
Creative Credit Notice:
The creative featured in this case study was developed collaboratively by the teams at Evok Advertising, Dark Roast Media, and Rebecca Merrit for the Corazon, Baires, and Mango’s brands. All concepts, visuals, and strategic materials are the intellectual property of their respective creators and were crafted to reflect the heart, flavor, and identity of each brand. Photo credits Spectacale Photo.
