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PACO SOTO

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

DECKS

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.

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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.

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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.

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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.

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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.

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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.

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Resetting the value equation
Resetting the value equation

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.

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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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MOTION GRAPHICS

ATT Super Fans
Walmart Unilever ASP 2025
KANTAR POKEMON video 01.2.26
Kantar Access the Experts 2025
Kantar Shopper Check In-April2024
RIC Sizzle part 1
RIC Sizzle part 2
Untitled_Artwork
finalfinalvideo 2

BRANDING

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Kawaii Karrot.png
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Kawaii Karrot-05.png
Kawaii Karrot-06.png
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Kawaii Karrot.png
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DIGITAL/PRINT

Kawaii Karrot.png
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TYPOGRAPHY

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LOGOS

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WESTON LOGO CON OPT A.png
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2019 SALES RETREAT LOGO CONCEPT.png
2020 SALES RETREAT LOGO.png
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BROOKINGS- PACO (09-17-19)_Part46.png
MARIPOSA CREEK LOGO OPTS.png
MYSTIQUE LOGO OPTIONS.png
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BROOKINGS- PACO (09-17-19)_Paert2.png
MARIPOSA CREEK LOGO OPTS (drAagged) 2.png
MYSTIQUE LOGO OPTIONS (dragged).png
Twins Cleaning .png
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WAYFINDING

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CHANDLER+OFFICE+%2803-02-18%29-2.jpg
CHANDLER+OFFICE+%2803-02-18%29-3.jpg
GRANVILLE+%2808-30-17%29-1.jpg
GRANVILLE+%2809-12-17%29-1.jpg
GRANVILLE+%2808-30-17%29-2.jpg
INDIAN+HILLS+%2802-08-19%29-1.jpg
PACIFIC%2BGALLERIA%2B%252812-07-18%25292-1.jpg
METRO+WALK+%2804-18-18%29-2.jpg
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UNIT IDs

JAMESTOWN%2BTERRACE%2B%252804-26-18%2529.png
MUSE+LA+JOLLA+%2802-09-17%29.compressed-2.jpg
CHANDLER+OFFICE+%2803-02-18%292-04.jpg
CHANDLER+OFFICE+%2803-02-18%292-05.jpg
CHANDLER+OFFICE+%2803-02-18%292-06.jpg
GENOA+CONCEPTS-1.jpg
MUSE+LA+JOLLA+%2802-21-17%29.compressed-2.jpg
MUSE+LA+JOLLA+%2802-21-17%29.compressed-3.jpg
MUSE+LA+JOLLA+%2805-10-17%29-1.jpg
MUSE+LA+JOLLA+%2802-21-17%29.compressed-4.jpg
MUSE+LA+JOLLA+%2802-21-17%29.compressed-5.jpg
PA-12+OTAY+RANCH+%2807-16-18%29-1.jpg
PA-12+OTAY+RANCH+%2807-16-18%292-1.jpg
PA-12+OTAY+RANCH+%2807-16-18%292-2.jpg
SERENADE+%2802-08-18%29-1.jpg
SONATA+%2802-10-18%29-1.jpg
SERENADE+%2802-08-18%29-2.jpg
SONATA+%2802-10-18%29-2.jpg
SERENADE+%2802-08-18%29-3.jpg
SONATA+%2802-10-18%29-3.jpg
TERRACES+%2801-15-18%29-01.jpg
TERRACES+%2801-15-18%29-02.jpg
INDIAN+HILLS+%2802-08-19%29-2.jpg
INDIAN+HILLS+%2802-08-19%29-3.jpg
LOS+ANGELES+%2806-08-18%29-1.jpg
MILPITS+750+%2811-16-18%29-1.jpg
TERRACES+%2801-15-18%29-03.jpg
TERRACES+%2801-15-18%29-04.jpg

VINYL GRAPHICS

AMBITION @ RP SUPERMAN VCO-02 copy.png
AMBITION @ RP SUPERMAN VCO-01 copy.png
IMG_2714.jpg
ALORAVITA%2B%252811-09-18%2529-1.jpg
PORTFOLIO EXAMPLES A-09.jpg
METRO%2BWALK%2B%252804-04-18%2529-1.jpg
METRO%2BWALK%2B%252804-02-18%2529-1.jpg
METRO+WALK+%2804-04-18%29-2.jpg
METRO+WALK+%2804-04-18%29-3.jpg
SD+LIBRARY+%2809-17-18%29-1.jpg
SD+LIBRARY+%2809-17-18%29-2.jpg
SD+LIBRARY+%2809-17-18%29-3.jpg
SD+LIBRARY+%2809-17-18%29-4.jpg
SD+LIBRARY+%2809-17-18%29-5.jpg
SD+LIBRARY+%2809-17-18%29-6.jpg
SD+LIBRARY+%2809-17-18%29-7.jpg
SD+LIBRARY+%2809-17-18%29-8.jpg
SD+LIBRARY+%2809-17-18%29-9.jpg
ASTRODYNE+%2809-05-18%29-3.jpg
ASTRODYNE+%2809-05-18%29-1.jpg
ASTRODYNE+%2809-05-18%29-2.jpg
IMG_2716.jpg

CONCEPTUAL SIGNS

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MHLL+LIBRARY+TEEN+SPOT+CONCEPTS-04.png
MHLL+LIBRARY+CHILDREN+AREA+CONCEPTS-04.png
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MOCKUPS

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IMG_5052.jpg
IMG_5096.jpg
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Untitled_Artwork 82.jpg

SPECIAL PROJECTS

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AMARA BAY

AMARA BAY @ CVB SIGN CONS-PACO-1.jpg
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AMARA BAY @ CVB SIGN CONS-PACO-2.jpg

MSI SALES RETREAT AWARDS 2017 / 2008 / 2019

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2017+SALES+RETREAT+%2805-23-17%29-2.jpg
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2019 SALES RETREAT AWARD CONCEPTS-01.png
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Back to GRAPHIC DESIGN
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18
DECKS
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9
MOTION GRAPHICS
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17
BRANDING
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18
DIGITAL/PRINT
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6
TYPOGRAPHY
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LOGOS
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30
WAYFINDING
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28
UNIT IDs
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22
VINYL GRAPHICS
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5
CONCEPTUAL SIGNS
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7
MOCKUPS
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4
SPECIAL PROJECTS
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3
AMARA BAY
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9
MSI SALES RETREAT AWARDS 2017 / 2008 / 2019

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