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armando martínez-celis
designs brands and
digital experiences
to create understanding,
trust, and action.

About

mtzcelis designs brands and digital experiences to create understanding, trust, and action.

About

BallerCam

Turning a sideline into a broadcast booth.

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Web Design

Made with BRAINS

BallerCam turns an iPhone into an AI-powered sports camera that automatically tracks play and generates footage athletes can stream, share, and revisit. The site needed to give the technology a confident, accessible voice across basketball, soccer, volleyball, and football. Athletes including Alex Morgan and Dwyane Wade now serve as ambassadors for the product.

CASE Floors

Elevating a family business without erasing it.

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Web Design

Made with BRAINS

Elevating a brand to reflect a product's quality can strengthen, rather than erase, the authenticity of a family-owned business. CASE Floors sells premium flooring factory-direct through a network of local distributors, a structure built to help small business owners grow. The page is structured around how the product works—with sections clicking into place while color, illustration, and photography balance precision with warmth.

Casa Ayla

Making a shop feel like a place, not a shelf.

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Web Design

Made with BRAINS

Casa Ayla needed a website to carry the brand’s sensibility beyond individual products. I developed the selected digital direction and design, turning a farm stand into an editorial world across the oils, produce, and recipes. The system keeps the experience considered and the shopping direct.

Nex

Letting the experience explain itself.

Web Design

Made with BRAINS

Nex Playground turns any screen into an active-play space, using motion tracking and games to get families moving. The site needed to make the technology feel immediate and playful rather than technical, across product education, a game library, and retail purchase paths. I explored and developed the digital direction—hierarchy, product demonstration, and moments of motion—that let the experience explain itself.

MAGNA-TILES

Making the real thing impossible to miss.

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Web Design

Made with BRAINS

MAGNA-TILES already had an instantly recognizable product—colorful magnetic shapes built for open-ended play. The site needed to translate that energy into a digital system to give the toy a digital presence as premium as the product itself, carrying that confidence through education, inspiration, and commerce. The client reported a 50% year-over-year increase in sales following launch.

The TAG Movement

Making the research on kids and screens impossible to ignore.

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Web Design

Made with BRAINS

Built by Township

The TAG Movement is building a path to protect kids from the risks of growing up on a screen. I designed the homepage and the site’s direction to set the tone for a movement built to educate and mobilize parents, educators, concerned citizens, and policy makers.

CommonLit

Making room for both curiosity and expertise.

Brand Direction

Made with BRAINS

CommonLit supports teachers and students with a large library of literacy resources. For a new brand direction, I built a complete visual system—identity, typography, illustration, a mascot named Theo—and carried it from a wordmark to a pricing page, through campaign and social. Hand-drawn elements and warm color speak to student curiosity without losing the credibility teachers expect.

Elliott Davis

Serving as the answer to every new problem.

Web Design, Content Design, Video Direction, Internal Documentation, Recruitment Materials, Sales Enablement Systems

Made with BRAINS

Elliott Davis—a national accounting firm—was an ongoing multi-year retainer client. The relationship grew into an ongoing service across formats rather than one deliverable: website pages and updates, a recurring system for social graphics and translating data into shareable content, brand videos, guides, and recruitment campaigns.

Todo Verde

Making tradition and plant-based share a shelf.

Packaging

GDUSA American Package Design Award, 2022 Winner

Made with Kilter

Todo Verde needed packaging able to appeal to health-conscious shoppers and people who had never considered plant-based food alike. As Art Director at Kilter, I designed the packaging and directed the illustration work carrying the brand's Mexican culinary heritage across tins, labels, and boxes. The line won a 2022 GDUSA American Package Design Award.

Movement Musick

Giving a music nonprofit an identity built to perform.

Brand Direction

Made with BRAINS

MovementMusick is a Wichita-based nonprofit that expands access to music and supports emerging talent. For this pitch, I developed a flexible typographic identity built around dynamic letterforms, paired with high-contrast concert photography to carry a crowd's energy, made to hold up on a festival stage as easily as on a lanyard. It extended across posters, merch, social, stage, and web design.

BETR Remedies

Extending a brand into the physical world.

Packaging

OOH Campaign

Made with BRAINS

Built around a mission to make healthcare more affordable, I worked to extend BETR’s system into new packaging, then into campaign and out-of-home applications. Packaging carried the identity into a new category, and the environmental work pushed it toward maximum scale and speed.

MTRL Goods

Making utility feel unmistakable.

Brand Direction

Made with BRAINS

MTRL Goods entered a crowded work-glove category. I designed the visual system to give practical gear a reason to stand out, without losing the directness the category expects—a diagonal-cut M mark, a bold utility typeface paired with a sturdier serif, and a high-contrast blue-and-orange palette carried from the glove itself onto packaging, product photography, and campaign applications.

United Housing Connections

Designing for people starting over.

Brand Direction

Made with BRAINS

United Housing Connections works to make homelessness as short-term as possible for the people it serves. I designed a new visual identity centered on the Carolina Wren, a bird known for rebuilding its own nest—a fitting symbol for the courage it takes to rebuild a life with dignity. Paired with a confident display type and a literary serif for warmth, the system extended across web, social, signage, print, and apparel.