https://www.davialero.com/get-started daily 0.75 2022-07-01 https://www.davialero.com/home daily 1.0 2023-08-24 https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/cb001151-f40e-425c-973b-564efba66bbe/david%2Bperegrina_crop.jpg Home I’m David Peregrina, brand curator. Most people would call me a human-centered designer, strategist, UX designer, community builder, technologist, and project manager. But those titles leave out the big picture. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/bc0798b0-7375-4c27-9358-d45f01bb880f/MOFC_20211210_Food_Pantry_JPG_26.jpg Home - Reintroducing yourself when your brand no longer tells the full story. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/cc8ba9f5-9d28-4831-babc-8be6a703a621/ReconMarstrophy.jpg Home - Elevating Education through Community and Belonging. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/63194cb3-d46c-4a3d-a428-8d35dcffd303/KeyDirection_graphic.jpg Home - Strategic Alignment Fosters a Sense of Belonging in. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/4dbae601-264d-40b0-8e8c-df291b5f6689/C15F7EFA-B41B-472E-B869-A319EBDAD20D.jpeg Home - A Deep Dive into Community-Centric Solutions https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/eaa2ce48-2cea-4da2-9138-00cc8e5b81ee/david_soccer_KSA.jpg Home - It’s all about belonging to something bigger. I grew up in the deserts of Arabia, the forests of Europe, the mountains of Latin America, and the farmlands of Midwest America. My education was the world and the people around me. Then, my connecting throughline was fútbol. Every place I went I picked up a balón, drawing goals with chalk on the streets, finding community in my team. Belonging was the most important lesson I ever learned. Everyone needs to belong to something, from family to friends, to cultures, and even to brands. The people and spaces that stick with us no matter where we are in the world: that’s what matters. Ahora, design is my connection point, helping me find community no matter where I am. Teaching design to high schoolers. Helping raise millions for nonprofits. Working with entrepreneurs to create sustainable brands. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/1655930740300-JX23L1ZBRCSZ2F4REZIO/improve_humanwellbeing.png Home https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/1655930810396-INUA6R6KQ8DV7TMOD0JU/boost_accessibility.png Home https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/1655930820902-RJ0DNZ5MP4W0F88O1Y8Y/counteract_poorperformance.png Home https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/1655930833265-5Q6AIEBDIXLKLVCMGTRG/anticipate_risk.png Home https://www.davialero.com/foodbank-rebrand daily 0.75 2022-07-01 https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/3df36968-4af1-4dc0-bc56-49fa5a0853f2/MOFC-logos.png Foodbank Rebrand https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/ad10396f-e3f8-441b-93ba-ea826e02f8f7/FoodbankBrand.jpg Foodbank Rebrand - Breaking the Barriers Mid-Ohio Foodbank has always been more than a food bank. Mid-Ohio Foodbank had an urban farming initiative, produce prescription program, a “pay-what-you-can” cafe, and big plans for a revamped pantry experience. The Foodbank was concerned about silos among the staff that had created a lack of communication across the organization. There was also a concern around the missing link that these “assets” had with the parent organization. This could affect everything from funding to helping get the word out to the community in need. Mid-Ohio Foodbank wanted a more customer-centric brand that focused on destigmatizing hunger. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/0104db69-5c93-47e2-b462-af072b87ef36/BrandingArchitecture.jpg Foodbank Rebrand - Building an Ecosystem Shifting the organization to bring all assets under one roof as a branded house with new naming conventions to bring it together as one collective. Next, was creating a mark that could be used as an educational tool that could help staff, donors, volunteers, and customers tell the story of Mid-Ohio Food Collective. Deliverables Brand Architecture Brand Strategy Project Management Visual Identity https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/232d6511-5538-4dc2-a27d-8a54bab419d7/5e0e13b384732387a5e472fa_MOF-Stylescape_1152.jpeg Foodbank Rebrand https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/3a03a447-792a-4f7c-8402-9d9f708e747c/5e0e1e846862e55021abc75f_guiding_words.png Foodbank Rebrand - Measuring Success To measure success, a brand awareness study was conducted two years after the initial brand launch. 47 Interviews, 1 hour one-on-one remote sessions, 20 currently involved with MOFC (7 donors, 7 customers, 6 volunteers) and 27 prospective (9 donors, 9 food insecure, 9 volunteers). Despite the disruption that COVID-19 had two months after the brand launch, 69% had recognition of the new brand (89% among those who had interacted once with the brand in it’s 40-year history). Participants felt the Collective’s approach to providing food assistance and solving hunger with a branded house was more comprehensive than other similar models. Guiding words for the rebrand such as Hope (81%), Fresh (77%), Value (74%), Innovative (68%), and Trustworthy (68%) resonated most with the general public. On a scale of 1 (No Awareness) to 10 (Complete Understanding), the rebrand better communicates the story of the Collective by +4.97 points (3.60 in 2020 to a 8.57 in 2022). On a 7-point scale of impact rating, the brand improved from a 5.55 to a 6.15. Participants felt that awareness around the four “new” assets should be a priority. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/3b47e5c6-5535-45b5-ba50-07a04c0b5c25/4A4C7137-290F-48D0-A984-BEB2CACAD63F_Original.jpg Foodbank Rebrand MOFC signage for administrative offices and warehouse in Grove City, Ohio. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/8c93f146-fa9f-456a-a84a-7ef1d31f4098/MOFC_20220509_New_Store_50.jpg Foodbank Rebrand Taglines and art for all five assets in the Mid-Ohio Market at Norton Road in Columbus, Ohio. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/b7d4ef15-e720-4d5d-a346-44135066f070/MOFC_20210823_FoodBanks_%26_Warehouse_107.JPG Foodbank Rebrand "Changing the Conversation" truck wrap design for the Foodbank. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/28856b1c-3282-48b7-a508-15f54162e280/MOFC_20220509_New_Store_119.jpg Foodbank Rebrand Signage for the Mid-Ohio Kitchen at Norton Road in Columbus, Ohio. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/43f55c06-bf1c-4d2d-ae0d-c23c5ffcc34f/MOFC_20210914_Hilltop_Farm_Harvest_17.jpg Foodbank Rebrand "Iceberg" t-shirt design for the Mid-Ohio Farm team. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/8ef86b86-7035-4e17-b5a0-c2ecbe94629d/MOFC_20211128_Food_Pantry_Kitchen_Roots_15.jpg Foodbank Rebrand CSFP boxes for Seniors for the Mid-Ohio Foodbank. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/12d8dd62-00cc-4a7e-bb9a-9c511fbaa9ca/MonumentSign.jpg Foodbank Rebrand Monument signage for the Mid-Ohio Market at Norton Road in Columbus, Ohio. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/b6e7ff9c-5c96-4097-a8fe-a7c32b38f7c7/MOFC_20220509_New_Store_55.jpg Foodbank Rebrand Signage for the Mid-Ohio Farmacy at Norton Road in Columbus, Ohio. https://www.davialero.com/reconmars daily 0.75 2022-07-01 https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/5267f42b-e8f8-488e-82ad-6a2286bce235/ReconMars_Logo.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/44574584-bfed-47eb-b07a-d9cd2e6034b4/60d9a1d02e36c82da9ed0c57_Graph+Image+ACP.jpeg ReconMars - Establishing a premiere design academy In 2012-13, students in Brevard County had a passing rate of 52% for Adobe Associate Certifications. Each passing certification was attached to The Florida Career and Professional Education (CAPE) Act funds that would allow for purchasing resources that provide a statewide planning partnership between the business and education communities to attract, expand and retain targeted, high-value industry to sustain a strong, knowledge-based economy. By increasing the certification pass rate, we could become the premiere design academy for secondary students in Florida, equipping students at a collegiate level. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/9225d252-0217-4f57-bbc1-287d8e710283/Screen+Shot+2015-07-30+at+1.09.14+AM.png ReconMars - Making testing fun To engage students in learning and equipping them with the necessary skills to pass Adobe Associate Certifications in Photoshop, Illustrator, InDesign, and Premiere Pro, I built a website with the GameOn app that tracked user levels, XP, ranks, and currency. Curriculum was created and then adapted to fit a 5-season storyline of Mars colonization to engage students. Deliverables Creative Strategy Digital Media Curriculum/Lesson Plans Event Production Learning Management System Project Management Storytelling/Storyboarding 5 “seasons” Videos Visual Identity https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/76813d71-8a00-416d-90c0-64062b32875d/Mars-2015-16.jpg ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/6c8e82a3-8142-4961-9f2b-abcd275fcb11/Colonies.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/ff2a7dfc-80a4-41f1-8b59-97b22bbf8168/ACAD.gif ReconMars - Measuring Success While the Academy for Communication, Art + Design held one of the highest pass rates in the district with a 74% pass rate with 147 students taking Adobe Certification exams the year before the launch of ReconMars, we saw a staggering 92% pass rate for the 133 students that tested the following year who had done their learning through ReconMars. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/e190885b-c9fe-40b4-88f1-a8b39610c0be/Atlas-Flag.jpg ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/ebb146af-a9f6-4c22-9a33-c9899ac3d54f/UCM-Seal.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/6d6a2919-aba5-437d-a349-5b74c7f7a5ba/Gallop.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/78cb6520-bee4-487a-8ec4-f557ab021790/Ceres-Flag.jpg ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/4ecfe2e9-3fc1-4570-9c35-e95d93591eab/DAN+2.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/e836b561-b141-4402-a603-433905599849/NewDawn.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/32791f26-691e-49f5-8d76-aae62649a430/Copia-Flag.jpg ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/0c45bbba-0218-4509-b0e1-5434992494a0/CRS.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/f955dd92-807d-484e-9dd8-735a29b037f7/Reform.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/cee3c967-1987-454c-a3e2-4bb2205cf969/Fortuna-Flag.jpg ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/a39e04a0-1321-4d5a-b099-4eefd78f2823/Union.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/0c5796e0-75a9-457b-bcbf-58de33c36457/Sancus-Flag.jpg ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/57737a85-d8ee-4be9-876c-64704c0032a0/Mars-Security-Agency.png ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/c502fae8-8185-4506-a206-97883216d8f1/Vesta-Flag.jpg ReconMars https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/dedd504f-6c8b-4b63-b925-0f13b3e18c0e/Virtus-Flag.jpg ReconMars https://www.davialero.com/grove-city daily 0.75 2023-08-24 https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/a8f1e0cb-20bb-424a-aec9-d6b407b4575d/RGB-Market%402x-1.png Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/420b7805-27ff-47a1-83e9-1ced91c492cc/D9C4BBF1-5B3D-4F98-A263-281DF948D8B5.jpeg Grove City - Empathy Mapping and User Research To truly understand our user personas, we embarked on a comprehensive research phase. Utilizing methods like user interviews at the On-Site Community Pantry drive-thru and collaborative ideation sessions with local stakeholders, we aimed to capture the holistic user experience. Key insights included: The prominence of convenience, the influence of word-of-mouth, and the unwavering demand for quality food and service. Leveraging MOFC data, human-centric design principles, and local expertise, we prototyped a series of solutions, each iteration refined based on user feedback and heuristic evaluations. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/bc12c399-45c3-49b3-8c53-47d1f9dbbf4e/MOFC_20211210_Food_Pantry_JPG_14.jpg Grove City - Iterative Design and Prototyping Our design thinking process led to clear, actionable solutions: Transition to a produce-focused drive-thru model, optimizing the user journey. Develop a central drive-thru hub, addressing the user need for prepack convenience. Launch an educational campaign, onboarding users to FreshTrak, Mid-Ohio Markets, and pivotal partners. Following these UX recommendations, the organization transitioned the Gantz Road location into the new Mid-Ohio Market, with many of the proposed solutions enhancing the user experience across the 20-county spectrum. Deliverables Customer Interviews Mixed Methods Research Workshops Data Analysis Human-Centered Design Process Customer Journey Mapping Recommendation Report Strategic Planning Community Engagement Strategy https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/1a0eb286-ceae-41af-90e6-19692d80187d/IMG_2281.JPG Grove City - Reflecting on User Stories Navigating the diverse user stories in Grove City, I was reminded of the core tenet of UX: empathize with the user. Beyond the data and wireframes lies a rich tapestry of human experiences. Whether it's the streamlined efficiency of a drive-thru or the immersive experience of a shop-thru, the user's voice echoed clear: a desire for convenience, quality, and community. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/6b356302-d3a2-4f33-85e2-16fe20c69ed6/66803B4D-49F1-4776-A104-F8FD1068FE43.jpeg Grove City - UX Impact Metrics Adaptive User Needs: A decade-long shift in senior service access, a significant increase in infant aid, and consistent user feedback on quality underscore the evolving user needs of Grove City. Holistic User Experience: Housing emerged as a pivotal user concern, highlighting the multi-dimensional needs that extend beyond the primary user journey. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/dcfdb111-67b0-4463-a980-78f1ba9402ed/5F59A7DB-1484-4AE0-9F87-8A094592818C.jpeg Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/06dd9a29-acfc-4a39-bd5c-dee2b486d34e/28E22927-C466-46D9-9BE0-7316829A1571.jpeg Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/4e9b9b99-7777-4d78-8ccf-2a29ddf1aa5d/48D9F375-3295-487D-A9FF-83386000B401.jpeg Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/8cb40ebc-0976-4e01-bef7-c9b138d557f2/92EA6D41-B152-4B8C-B9CF-B175F93AEE2C.jpeg Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/931b56cb-4282-49ec-9033-16e54a62e87b/299A5974.JPG Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/5c924146-ab16-40c7-aa76-640b39ce7f68/6315A5C2-A1C4-4E8F-8F30-725E93278D9C.jpeg Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/519ec261-d18b-4a60-8693-44e862a814ad/EF2C7EE7-7685-4A7E-9E8C-5EC69245C378.jpeg Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/a8f502d2-c4d5-4fec-963a-4a80707bacf8/IMG_2443.JPG Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/69b653ac-57bf-4b0b-a322-be23c12b5019/IMG_3408.JPG Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/94058d7a-0eab-4328-8747-52ad6159f02d/MOFC_20230106_Norton_Road_Foodbank_MOFC_20230106_Norton_Road_Foodbank_13.jpg Grove City https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/6da490f3-08c0-444a-834a-4af027ff7e7a/MOFC_20230106_Norton_Road_Foodbank_MOFC_20230106_Norton_Road_Foodbank_60.jpg Grove City https://www.davialero.com/strat-alignment daily 0.75 2023-08-24 https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/53e6d3e8-2002-444c-8759-3a0e4a9a87a4/strategicpriorities.png Cohesive Goals https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/025d9289-c264-40f5-a29b-303b1d9db748/enginetopofmountain1954_custom-b15bf10eec2be37e60c87cc064b5a63f864acc83.jpg Cohesive Goals - From I Think I Can to I Know I Can. Four years prior, the organization set forth their strategic priorities. These were crafted with insights from staff, executives, and the board of directors. But as time passed, the initial enthusiasm waned. The real challenge was ensuring sustained engagement and making every employee feel connected to the broader mission. Much like the determined little engine from the classic tale, this organization was on a journey of self-belief, pushing past challenges and affirming, "I know I can." https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/ee974ffc-b1cc-44f6-83ef-4d9bb3f5d7aa/email.jpg Cohesive Goals - A Valuable Toolkit Recognizing the diverse needs within the organization, we developed four distinct workbooks: Understanding Our Strategic Priorities: A foundational guide, shedding light on the organization's core objectives. Departments: Designed to align departments with the organization's strategic priorities. Teams: Focused on the dynamics within teams, emphasizing collective thought, empathy, and innovation. Individuals: Aimed at helping each member understand and resonate with their unique contributions. Deliverables Narrative Workbooks: Customized for Departments, Teams, and Individuals. Guided Journeys: Tools for introspection and alignment. Strategic Maps: Instruments to ensure alignment from top to bottom. Change Chronicles: Strategies and tools for smooth transitions and adaptations. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/dc3ba804-3772-43de-b501-855f3e6fd194/Rocky.gif Cohesive Goals - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/a4abde8c-eb2a-4002-a7da-2de6c840dfd4/C15F7EFA-B41B-472E-B869-A319EBDAD20D.jpeg Cohesive Goals - Every Player, One Pitch In every corner of the world I've journeyed, the universal thread of connection has been unmistakable. It's not just about aligning goals; it's about weaving stories, crafting connections. Much like a game of fútbol, where players with diverse backgrounds and skillsets come together, their collective efforts are focused on succeeding as a team and winning the match. Similarly, my approach aimed to bring every individual together, harmonizing their roles and contributions towards a shared vision. https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/549090db-70a1-4960-91a8-9f0f0b31d3ce/deliver.jpg Cohesive Goals https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/5fa1e1c6-9094-460d-ae8d-413858c7bac8/terms.jpg Cohesive Goals https://images.squarespace-cdn.com/content/v1/62aaa3e27c559a64a68f3ad0/981c3c93-0def-4cdc-874d-0ef65189481d/worksheet.jpg Cohesive Goals https://www.davialero.com/our-approach daily 0.75 2025-05-09