Surreal began as a simple idea: create a digital home for Miami’s creative scene. I helped shape the product strategy, user experience, and visual direction for a platform that connects events, culture, and commerce.
Miami, Florida, USA
2023
E-commerce
12 Weeks / May 2024
Defined the product experience, mapped key user journeys, and designed a platform that balances cultural storytelling with clear business goals.
César Avila - Product Designer
Ornella Avila - Graphic Designer
We tested several homepage structures before landing on a flow built around discovery. The final direction made events, artists, and products easier to scan without losing the brand’s expressive energy.
Research with artists, organizers, and early users showed that people wanted a platform that felt curated, mobile-first, and less transactional than traditional event tools.
Our audience seeks exclusive experiences in art, music, and fashion.
Bringing art, music, and fashion into one platform, while making ticketing and e-commerce easier to use.
The identity work balanced expressive typography with a clean system, giving Surreal enough flexibility to feel cultural without becoming chaotic.
The high-contrast palette of black, off-white, magenta and neon green was chosen to create an edgy, elegant, and professional vibe.
We selected clean, bold fonts to ensure readability while maintaining a high-end look that complements Surreal’s aesthetic.
The ticketing flow was reduced to a focused two-step path, making checkout faster while keeping the experience aligned with the brand.
Most users would visit Surreal from their phones, so we made the mobile experience simple, clear, and quick to move through.
We streamlined the ticketing process, allowing users to quickly purchase tickets or bundles of tickets and merchandise in just a few clicks.
Desktop gave us more room for visuals, movement, and story, without making the experience feel heavy.
Surreal isn’t just a platform, it’s Miami’s go-to hub for creativity, community, and commerce.
The launch created a clearer destination for Surreal’s events, product drops, and cultural programming, with a stronger mobile experience for discovery and ticketing.
30%
Boost in event RSVPs, driving organic engagement and growth.
10%
Reduction in costs through simplified ticketing flows, decreasing reliance on third-party platforms.
“Watching Surreal come to life was unreal. We started with an idea, and what we ended up with was a brand that moves, feels, and lives like the culture it represents.”
Daniel Lopez
CEO, Founder | Surreal
Surreal was a rare project where strategy, culture, and product design moved together. It pushed me to design beyond screens and think about how a brand can feel alive across community, commerce, and experience.
