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María
Hernández

By the end of the day, you'll have scrolled past 500 brands. Tomorrow, you'll remember none. Not because your feed is broken, but because the brands are. Most are posting without purpose, reacting without strategy and creating without direction. I'm the one who changes that from the inside, building strategies that stick, turning data into decisions and making brands impossible to ignore.

WHO?

I make brands
worth following.

I'm María Hernández. I work at the intersection of data and creativity because one without the other is just noise. From managing the social strategy of a multinational to co-founding a branding project from scratch, I've learned that the best content doesn't feel like content, it feels like something worth stopping for.

Oct 2025
Digital Marketing & Social Media Intern
Prosegur
Jan 2025
Social Media & Content Intern
Paralelo Estudio
2025
Co-founder
Asento Project, Branding personal project
2025
Bachelor's Degree in Marketing
Rey Juan Carlos University
2024
Advanced English C1
Cambridge English
2016
Exchange Program
Glenamaddy Community School
HootsuiteTikTok InsightsLinkedIn AnalyticsInstagram InsightsFigmaCanvaCapCutClaude / ChatGPTGoogle WorkspaceExcelPowerPoint
Native
Spanish
C1
English
Basic
German
María Hernández
Download CV ↓
↘  Selected Projects
Prosegur 50 Aniversario
50
50th Anniversary  •  50th Anniversary  •  50th Anniversary  •  50th Anniversary  •  50th Anniversary  •  50th Anniversary  •  50th Anniversary  •  50th Anniversary  • 
Cash is Cool
CASH
Cash is Cool  •  Cash is Cool  •  Cash is Cool  •  Cash is Cool  •  Cash is Cool  •  Cash is Cool  •  Cash is Cool  •  Cash is Cool  • 
Brickz
Brickz  •  Brickz  •  Brickz  •  Brickz  •  Brickz  •  Brickz  •  Brickz  •  Brickz  • 
Gero Palacios
GP
Gero Palacio  •  Gero Palacio  •  Gero Palacio  •  Gero Palacio  •  Gero Palacio  •  Gero Palacio  •  Gero Palacio  •  Gero Palacio  • 
Prosegur 50 Aniversario
PROSEGUR  →  50TH ANNIVERSARY  →  PROSEGUR  →  50TH ANNIVERSARY  →  PROSEGUR  →  50TH ANNIVERSARY  →  PROSEGUR  →  50TH ANNIVERSARY  →  PROSEGUR  →  50TH ANNIVERSARY  → 

Type of project:

Social Media Strategy

Objective:

Brand Awareness

Prosegur is one of the world’s leading private security companies, present in 36 countries across 5 continents, with more than 180,000 people behind every operation. When a company this size turns 50, it doesn’t just celebrate. It redefines itself. My job was to make that shift visible on social and make every post feel like culture, not just communication.

Insight

Most brands spend years searching for their big idea. Prosegur had one written in the name all along. PRO, the word that precedes every leader, every pioneer, every step forward. The campaign didn’t invent a concept. It named what Prosegur had been for five decades: 50 years being PRO.

20:45
‹
Posts
prosegur
···

PRO then.
PRO now.

Each carousel pairs two images: one from the past, one from today. The first shows what being PRO in people, innovation or security looked like 50 years ago. The second shows what it looks like now. No explanation needed. The contrast does the work.

20:45
‹
Posts
prosegur
···

Not bad.
PRO.

Two slides. Two realities. The first shows something perfectly fine: conventional, expected, good enough. The second shows what PRO actually looks like. The distance between the two images is the whole point.

Campaign launch video

In Numbers  •  In Numbers  •  In Numbers  •  In Numbers  •  In Numbers  •  In Numbers  • 
+2.4MReach
+44kInteractions
1,8%ER
Cash is Cool
PROSEGUR  →  CASH IS COOL  →  PROSEGUR  →  CASH IS COOL  →  PROSEGUR  →  CASH IS COOL  →  PROSEGUR  →  CASH IS COOL  →  PROSEGUR  →  CASH IS COOL  → 

Type of project:

Social Media Strategy

Objective:

Make cash feel relevant to a generation
that pays with their phone

Prosegur moves 10% of the world’s cash. For a company of that scale, launching a social media campaign targeting a younger audience wasn’t just a content challenge, it was a repositioning challenge. Cash is Cool was Prosegur’s bold bet: turn a product everyone uses but nobody talks about into something worth following.

Insight

The brief wasn’t to defend cash. It was to reframe it. Stop competing with digital payments on utility, and start winning on identity, privacy and autonomy. The generation that pays with their phone doesn’t hate cash. They just never saw it as cool.

20:45
‹
Posts
prosegur
···
Cash is Cool 1
Cash is Cool 2
Cash is Cool 3
Cash is Cool 4
Cash is Cool 5

Always
carry cash.

Everyday moments. Each one turns a real situation into a reason to keep cash close. No preaching, just content that makes you think fair point.

20:45
‹
Posts
prosegur
···
Cash is Cool B1
Cash is Cool B2
Cash is Cool B3
Cash is Cool B4

Blessed
Cash.

A series that turns the most overlooked cash moments into something worth celebrating. Not a product, a feeling.

In Numbers  •  In Numbers  •  In Numbers  •  In Numbers  •  In Numbers  •  In Numbers  • 
+1.5MReach
+15KInteractions
0,43%ER
Brickz
BRICKZ  →  REAL STATE  →  BRICKZ  →  REAL STATE  →  BRICKZ  →  REAL STATE  →  BRICKZ  →  REAL STATE  →  BRICKZ  →  REAL STATE  → 

Type of project:

Rebranding

Objective:

Reposition the brand as a more
sophisticated player in real estate

Brickz is a real estate newsletter built to make one of the most complex and volatile industries actually understandable. Not just for professionals, for anyone trying to make sense of it. When the founder came to us, the brand already existed. The problem wasn’t the idea. It was the image.

Insight

The audience is young and the “Z” in the name says it all. But the subject matter is serious. That tension was the whole brief: build an identity credible enough to be trusted, but not so formal it loses the generation it was made for. Sophisticated, not stiff.

Brickz Logo Construction

The concept

Four buildings, one letter. The ‘i’ in BRICKZ, isolated, rotated and mirrored, becomes a city block seen from above. Navy for the glass, orange for the brick, white for the page it lives on.

Brickz Brand
Brickz Laptop
Brickz Keychains
Gero Palacios
GERO PALACIOS  →  GOLF  →  GERO PALACIOS  →  GOLF  →  GERO PALACIOS  →  GOLF  →  GERO PALACIOS  →  GOLF  →  GERO PALACIOS  →  GOLF  → 

Type of project:

Personal Branding

Objective:

Make a golfer’s name worth remembering, on and off the course

Gero Palacios is a professional golfer who doesn’t look like the cliché. No posturing, no pedestal. He competes at the highest standard and then goes home like anyone else. The challenge was to build a brand that made excellence feel like something you could get close to.

Insight

An eagle in golf means doing in two what takes others four. But the real insight wasn’t the score, it was the attitude behind it. No effort, no drama. Just someone who makes the impossible look like Tuesday. The brand was built around that energy: elite enough to command respect, relaxed enough to feel real. Eagle Territory became the space where the best don’t perform greatness, they just live it. And somehow, watching that, makes everyone feel like they could too.

Gero Palacios Brand

The concept

The eagle wasn’t chosen for decoration. In golf, it’s the score that says you made it look easy. The mascot takes that energy and makes it human: cap on, club in hand, expression that says it all without saying a word. Not a symbol of tradition, a symbol of attitude.

Gero Palacios Logo
Gero Palacios Mockup
Gero Palacios

This is not finished.
What will we create next?

Mail mjhernandezmesa@gmail.com
Call +34 608 434 376
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