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PACO SOTO

GRAPHIC DESIGNER. ILLUSTRATOR .MAKER
  • About
  • WELCOME SCREEN
  • GRAPHIC DESIGN
  • ILLUSTRATIONS
  • HAUS OF MONSTERS
  • THE BOOK
  • RESUME
  • CONTACT

DECKS

AI in Business Transformation
AI in Business Transformation

This presentation dives into how artificial intelligence drives innovation across retail industries. Using dynamic and engaging charts, predictive analytics, and real-world case studies to show AI’s impact on the retail environment.

For this deck we leaned into a more sleek and minimal layout, with a dark background to evoke innovation and wonder. The flow takes the audience through digital adoption strategies, data insights, and the future.

Coca-Cola: 2024 Digital State of the Marketplace
Coca-Cola: 2024 Digital State of the Marketplace

This is a bold brand strategy deck was designed for a senior leadership team for Coca-Cola, emphasizing clarity and impact, showcasing a fresh approach to customer engagement through digital storytelling, social media, and innovative product concepts.

For Coca-Cola, its all about engagement. We harnessed their signature red for high energy, and created a dynamic deck that showcases digital campaigns, market growth, and key product. It emphasizes personalization, omnichannel marketing, and how Coca-cola is leveraging digital platforms to stay relevant.

Kenvue: Winning the Digital Commerce
Kenvue: Winning the Digital Commerce

This deck provides a deep dive into the evolving shopper journey, emphasizing that the path to purchase is now continuous rather than channel-based. It explores how online discovery drives offline decisions, how social media reshapes inspiration and expectations, and the critical role of delivering real-time relevancy.

The design process was driven by a balance of clear data, vibrant visuals, and practical insights, ensuring that each point was both engaging and actionable for the audience.

Haleon: Partnering to “Re-imagine Care”
Haleon: Partnering to “Re-imagine Care”

This project involved the creative direction and design of a comprehensive healthcare and caregiving insights presentation intended for internal stakeholders, strategy teams, and client-facing discussions. The work focused on synthesizing large volumes of market research, survey data, and behavioral insights into a cohesive visual system that could clearly communicate trends, challenges, and opportunities within the caregiving landscape.

The presentation used a bold monochromatic visual language accented with vibrant green highlights to reinforce key findings and improve information hierarchy. I developed layouts that balanced dense research content with strong visual pacing, integrating charts, data visualizations, pull quotes, iconography, and editorial-style compositions. A major emphasis of the project was creating emotional resonance through photography and narrative structure while maintaining clarity and accessibility across highly analytical content.

Retail Insights Conference - Pragmatic sustainability: How ESG supports EDLP
Retail Insights Conference - Pragmatic sustainability: How ESG supports EDLP

This presentation explores sustainability initiatives, environmental responsibility, and global impact strategies. Topics include climate awareness, renewable systems, ethical responsibility, resource management, and long-term environmental goals. The deck presents these ideas through a combination of storytelling, strategic frameworks, and conceptual visuals designed to inspire conversation and action.

The visual direction emphasized simplicity and optimism through clean typography, circular graphic systems, and nature-inspired gradients. This deck was full of animations to build an easy flow that would allow the presenter to naturally move thru the presentation.

The design process focused heavily on creating a calm, cohesive presentation style that could communicate complex environmental topics in a way that felt approachable, modern, and globally relevant.

San Ysidro Health - Kimball Park Transition Proposal
San Ysidro Health - Kimball Park Transition Proposal

This deck centers around workplace safety initiatives, operational efficiency, and workforce development, all within the context of large-scale construction for the newest San Ysidro Health facility in Kimball Park, National City, CA.

The design approach prioritized accessibility and clarity, using bold color segmentation, structured content blocks, and simple iconography to make information easy to navigate. Because the subject matter involved operational and procedural communication, layouts were intentionally streamlined to support quick comprehension during leadership discussions and presentations.

Digital commerce titans: Retailers redefining online success
Digital commerce titans: Retailers redefining online success

This project focused on designing a strategic insights presentation for the retail and consumer behavior space, aimed at helping brands better understand shifting shopper expectations and emotional drivers. The design system featured vibrant gradients, layered imagery, modular layouts, and highly structured data storytelling to create momentum throughout the deck. Each section was crafted to guide audiences through key themes including value perception, customer identity, loyalty, retail relevance, emotional engagement, and future growth opportunities.

A major goal of the project was to make complex research feel intuitive and actionable. I developed flexible presentation templates, infographic systems, and visual frameworks that supported both storytelling and clarity across dozens of slides.

The design approach prioritized accessibility and clarity, using bold color segmentation, structured content blocks, and simple iconography to make information easy to navigate. Layouts were intentionally streamlined to support quick comprehension during leadership discussions and presentations.

Digital commerce titans: Retailers redefining online success
Digital commerce titans: Retailers redefining online success

The design process combined corporate structure with a more modern visual language, using layered gradients, dashboard-inspired layouts, and data visualization to reinforce themes of AI transformation and connectivity. Large amounts of technical and analytical content were carefully organized to maintain a strong narrative flow while ensuring presentations remained visually engaging and easy to follow.

The design approach prioritized accessibility and clarity, using bold color segmentation, structured content blocks, and simple iconography to make information easy to navigate. Because the subject matter involved operational and procedural communication, layouts were intentionally streamlined to support quick comprehension during leadership discussions and presentations.

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VIDEO

Ammzon_prime_slides_ai
KANTAR POKEMON video 01.2.26
Untitled_Artwork
ATT Super Fans Final Updated
Kantar Shopper Check In-April2024

TYPOGRAPHY

PORTFOLIO EXAMPLES B-08.jpg
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Screenshot 2026-05-09 at 1.48.49 PM.png
Untitled_Artwork 62.jpg
PORTFOLIO EXAMPLES A-11.jpg

DIGITAL

PORTFOLIO EXAMPLES A-04.jpg
PORTFOLIO EXAMPLES A-05.jpg
PORTFOLIO EXAMPLES A-06.jpg
IMG_1681.JPG
PORTFOLIO EXAMPLES A-01.jpg
PORTFOLIO EXAMPLES A-07.jpg
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PORTFOLIO EXAMPLES A-08.jpg

MOCKUPS

New Paco logo-07.png
Untitled_Artwork 64.jpg
Untitled_Artwork 82.jpg

LOGOS

PORTFOLIO EXAMPLES A-12.jpg
MARIPOSA CREEK LOGO OPTS (dragged).png
WESTON LOGO CON OPT A.png
2018 SALES RETREAT.png
GRANVILLE (08-29-17)-1.jpg
BROOKINGS- PACO (09-17-19)_Part46.png
MARIPOSA CREEK LOGO OPTS.png
MYSTIQUE LOGO OPTIONS.png
BROOKINGS- PACO (09-17-19)_P66art3.png
BROOKINGS- PACO (09-17-19)_Paert2.png
MARIPOSA CREEK LOGO OPTS (drAagged) 2.png
MYSTIQUE LOGO OPTIONS (dragged).png
Twins Cleaning .png

WAYFINDING

CHANDLER OFFICE (03-02-18)-1.jpg
CHANDLER OFFICE (03-02-18)-2.jpg
CHANDLER OFFICE (03-02-18)-3.jpg
GRANVILLE (08-30-17)-1.jpg
GRANVILLE (09-12-17)-1.jpg
GRANVILLE (08-30-17)-2.jpg
INDIAN HILLS (02-08-19)-1.jpg
PACIFIC GALLERIA (12-07-18)2-1.jpg
METRO WALK (04-18-18)-2.jpg

AMARA BAY

AMARA BAY @ CVB (10-13-17)-1.jpg
AMARA BAY @ CVB SIGN CONS-PACO-1.jpg
AMARA BAY @ CVB SIGN CONS-PACO-2.jpg

VINYL GRAPHICS

PORTFOLIO EXAMPLES A-09.jpg
METRO WALK (04-04-18)-1.jpg
METRO WALK (04-02-18)-1.jpg
METRO WALK (04-04-18)-2.jpg
METRO WALK (04-04-18)-3.jpg
ALORAVITA (11-09-18)-1.jpg
SD LIBRARY (09-17-18)-1.jpg
SD LIBRARY (09-17-18)-2.jpg
ASTRODYNE (09-05-18)-3.jpg
ASTRODYNE (09-05-18)-1.jpg
ASTRODYNE (09-05-18)-2.jpg
SD LIBRARY (09-17-18)-3.jpg
SD LIBRARY (09-17-18)-4.jpg
SD LIBRARY (09-17-18)-5.jpg
SD LIBRARY (09-17-18)-6.jpg
SD LIBRARY (09-17-18)-7.jpg
SD LIBRARY (09-17-18)-8.jpg
SD LIBRARY (09-17-18)-9.jpg

UNIT IDs

MUSE LA JOLLA (02-09-17).compressed-2.jpg
JAMESTOWN TERRACE (04-26-18).png
CHANDLER OFFICE (03-02-18)2-04.jpg
CHANDLER OFFICE (03-02-18)2-05.jpg
CHANDLER OFFICE (03-02-18)2-06.jpg
GENOA CONCEPTS-1.jpg
MUSE LA JOLLA (02-21-17).compressed-2.jpg
MUSE LA JOLLA (02-21-17).compressed-3.jpg
MUSE LA JOLLA (05-10-17)-1.jpg
MUSE LA JOLLA (02-21-17).compressed-4.jpg
MUSE LA JOLLA (02-21-17).compressed-5.jpg
PA-12 OTAY RANCH (07-16-18)-1.jpg
PA-12 OTAY RANCH (07-16-18)2-1.jpg
PA-12 OTAY RANCH (07-16-18)2-2.jpg
SERENADE (02-08-18)-1.jpg
SONATA (02-10-18)-1.jpg
SERENADE (02-08-18)-2.jpg
SONATA (02-10-18)-2.jpg
SERENADE (02-08-18)-3.jpg
SONATA (02-10-18)-3.jpg
TERRACES (01-15-18)-01.jpg
TERRACES (01-15-18)-02.jpg
INDIAN HILLS (02-08-19)-2.jpg
INDIAN HILLS (02-08-19)-3.jpg
LOS ANGELES (06-08-18)-1.jpg
MILPITS 750 (11-16-18)-1.jpg
TERRACES (01-15-18)-03.jpg
TERRACES (01-15-18)-04.jpg

CONCEPTUAL SIGNS

MHLL LIBRARY TEEN SPOT CONCEPTS-04.png
MHLL LIBRARY TEEN SPOT CONCEPTS-03.png
MHLL LIBRARY CHILDREN AREA CONCEPTS-04.png

PRINT

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SPECIAL PROJECTS

PORTFOLIO EXAMPLES B-01.jpg
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PORTFOLIO+EXAMPLES+B-03.jpg
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Untitled_Artwork 64.jpg
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IMG_5096.jpg

MSI SALES RETREAT AWARDS 2017 / 2008 / 2019

2017 SALES RETREAT (04-19-17)-3.jpg
2017 SALES RETREAT (04-19-17)-2.jpg
2017 SALES RETREAT (05-23-17)-1.jpg
2017 SALES RETREAT (05-23-17)-2.jpg
2018 SALES RETREATTTT.png
2019 SALES RETREAT AWARD CONCEPTS-01.png
2019 SALES RETREAT AWARD CONCEPTS-0.3.png
2019 SALES RETREAT AWARD CONCEPTS-02.png
2019 SALES RETREAT AWARD CONCEPTS-03.png
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Back to GRAPHIC DESIGN
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9
DECKS
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5
VIDEO
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5
TYPOGRAPHY
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8
DIGITAL
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3
MOCKUPS
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LOGOS
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9
WAYFINDING
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AMARA BAY
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18
VINYL GRAPHICS
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UNIT IDs
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3
CONCEPTUAL SIGNS
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1
PRINT
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9
SPECIAL PROJECTS
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9
MSI SALES RETREAT AWARDS 2017 / 2008 / 2019

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