LJ. Mayorga

Optica is the premier society dedicated to promoting and the dissemination of knowledge in the fields of Optics and Photonics. Between 2023 and 2025, I worked with the organization in a multimedia designer capacity tasked with facilitating an organization-wide transition to its new brand; a challenge that required my deep understanding and knowledge of it and later on, to put in place a design framework and deployment strategy to better serve the organization’s internal staff and its increasing global community of scientists, academic, authors and students.

A scientific society with a large global portfolio of meetings and events to which the dynamic symbiosis between design and marketing are essential for their successful attendance as well as membership increase.

I proposed an approach to balance the common event-specific disposable marketing type of content to a more evergreen one that was editorial-driven, elevating and unifying marketing strategy with accessibility and engagement; as a result a vast array of digital and print advertisements, custom 3D scientific models, illustrations, photography art direction, events opening motion graphics and video, Email and social media campaigns and on-site environmental graphics were created along with an extensive use toolkit that favored a digital-first approach.

Recognizing the need for a digital experience that reflected its civic-wide reach, the Canton of Zürich partnered with my design agency OCD (Office for Culture and Design) in 2021 to build a unified digital platform. This multi-phase and multi-stakeholder engagement aimed at bringing together the disparate and extensive departmental work of the canton’s multiple directorates while enhancing the society’s engagement and deepening public trust.

In partnership with the canton and under my creative and design leadership, OCD laid the digital groundwork for a one-canton approach and transformation by designing a digital presence that minimized bureaucracy and extended Zürich and Switzerland’s world-know democratic principles onto the online space.

A design that incorporated a sharp bold typographic system to improve access and readability, an extensive and vibrant color application toolkit, a set of dynamic and scalable layout design systems for a consistent digital experience, deep detailed search availability and plug-in integrations and libraries documentation. With this on-line presence, my work with the agency helped reinforce the canton’s role not just a civic service provider, but as a city with a purpose.

Founded in the 1970s, White Cube Gallery public programs extend across four gallery spaces in London, Hong Kong, Paris and New York; in 2017 a complete brand overhaul was necessary to give staff, clients and visitors, access to a digital and rich-media equivalents of those programs as well as to establish a new group collectors and audiences that were engaging with the arts in a more digital-oriented environment.