Creative Leadership Rooted in Craft

I’m Angelica Hoyos, a Creative Director and brand strategy leader with a career built at the intersection of craft, storytelling, and business growth.

My creative foundation started early — drawing, making things by hand, and watching my mother build her jewelry business from craft into customer loyalty. That experience shaped how I see creative work today: not just as something beautiful, but as a system for connection, behavior, and business momentum.

Over the past 16+ years, I’ve led creative direction across transportation, hospitality, retail, CPG, entertainment, eCommerce, and brand partnerships. My work spans integrated campaigns, brand identity systems, motion, environmental design, digital experiences, and sponsorship platforms for brands and partners including Brightline, Capital One, JetBlue, Canon, GOJA, American Express, and the American Heart Association.

I’m strongest when translating business goals into clear creative strategy, building systems that help teams execute consistently, and shaping brand experiences that move audiences across every touchpoint. My background in design, photography, motion, and illustration gives me a strong craft foundation — but my focus today is leading creative teams, clarifying brand stories, and creating work that supports measurable growth.