Abraham Garcia Flores

Directed brand strategy, identity systems, websites, and multimedia campaigns for 80+ clients across lifestyle, culture, advocacy, and consumer sectors. Clients include Neurogazer, Starry Night Capital, Priori Skincare, Divine Chocolate, National Children's Hospital, Anti-Defamation League, Giffords, PBS Learning, and DC Public Library. Workhorse has always been about doing, not just knowing: improving client processes as well as our own, building systems that combine storytelling, design, and technology.

• Built the brand and design system for Neurogazer, a neuroscience and AI startup — directing original photography, identity guidelines, prototype publication, and a scalable marketing and product platform
• Hired to deliver a new identity, website, and campaign for Starry Night Capital, creating a digital art gallery and collateral to support both online and physical exhibitions of their collection
• Directed brand identity, website design, and content strategy for the DC DOX and Double Exposure Film Festivals, developing flexible systems for campaigns, digital presence, and live events
• Designed 'Up From the People: Protest and Change in DC', a permanent installation at the MLK Library created with activists and architects; honored by Core77 for Design for Social Impact
• Partnered with organizations such as ADL, Giffords, and the American Immigration Council to navigate digital transformation during the pandemic, producing online galas and campaigns that sustained donor engagement
• Directed integrated campaigns with agile teams — developing workflows across our tech stack, coordinating templates and storytelling, and managing influencer and UGC content
• Oversaw photography, retouching, graphics, motion, and video to deliver cohesive campaigns across digital, print, and experiential channels
• Managed production across print, packaging, and exhibitions, sourcing papers, vendors, and specialty finishes to ensure design fidelity from concept through delivery
• Advanced AI-driven brand innovation, creating custom brand agents, workflow integrations, and generative systems to accelerate campaign production and redefine brand storytelling
• Brought a teaching mindset into client work — building repeatable workflows, toolkits, and training that empowered marketing teams to sustain consistent brand expression

Designed and taught two courses: AVT 217: Introduction to Web Design — Focused on standards-based design, HTML/CSS authoring, responsive frameworks, and critical discussions of web culture. AVT 415: Web Design & Usability — Advanced course on user-centered design, accessibility, version control, and iterative design methods.

• Mentored students through creative process and professional readiness
• Many students advanced to roles at Apple, Buzzfeed, and Twitter

Designed and coded brand, product, and marketing system from the ground up.

• Launched the viral 'My Fake Valentine' campaign, covered by NPR and The Washington Post

Helped evolve Genius from lyrics site to cultural annotation platform with early brand and product design.

• Produced viral branded content and artist partnerships that expanded cultural reach

Created concepts for Microsoft's Windows 8 pitch, which won the account. Contributed to AmEx's Small Business Saturday campaign, which won the Grand Effie and became a national shopping event.