Strategic thinker, curious
and creative thoughtful human.

📍Based in Brooklyn, New York.
For over two decades, I’ve been shaping brands across industries—building identities, crafting digital experiences, and designing products that connect with people in meaningful ways. Whether it’s a startup finding its voice, an established brand evolving, or a new concept taking shape, my work is rooted in strategic storytelling, design thinking, and a deep understanding of how brands live in the world.

My background blends creativity with strategy. I studied Graphic Design in Colombia, earned a Master’s in Packaging from Universitat Pompeu Fabra in Barcelona, completed a Product Design course via Dribbble, specialized in Gastronomy Design, and most recently, studied Bridging Strategy & Design to further refine my approach.

Along the way, my work has been recognized with industry awards and an Emmy nomination, reinforcing my commitment to creating designs that are both impactful and enduring.

Every project is a collaboration, is about moving closer to people through meaning, craft and communication. My experience has taught me that there isn’t just one way to do it. There’s no magic formula, no one-size-fits-all approach. But what I do know is that having a process—a framework for creativity, strategy, and execution—makes all the difference.

So this is mine.

  • Before we dive into creative work, we start with a conversation. This is where we get to know each other—your brand, your goals, your challenges, and your vision. It’s an open discussion where you do most of the talking, and I do most of the listening. Together, we’ll define what success looks like for your brand.

    We’ll discuss:

    • What do I need to know about your brand?

    • Why is this the right time to focus on your brand’s growth?

  • By now, we’ve defined your needs and objectives. I’ll craft a tailored proposal outlining the scope of work, timeline, and investment. This is your chance to refine and adjust before we move forward. Once everything feels aligned, we sign off and get started.

    This step includes:

    • Project scope and deliverables

    • Estimated timeline

    • Budget and investment

  • This is where we go beyond the surface and into the heart of your brand. Through research and strategic exercises, we uncover what makes you unique, who your brand needs to connect with, and how to create a design system that speaks to your audience.

    We’ll discuss:

    • What sets you apart from competitors?

    • Who is your brand speaking to?

    • What emotions should your brand evoke?

  • A strong brand isn’t just about visuals—it’s about strategy. This step defines your brand’s foundation, from core messaging to visual direction. We build a framework that ensures everything we create aligns with your mission and vision.

    This includes:

    • Competitive landscape review

    • Mission, vision, and values

    • Tone of voice and key messaging

  • Before diving into the design phase, we align on a creative direction. Moodboards serve as a visual compass, helping us define colors, typography, textures, and overall aesthetic. It’s our gut check to ensure we’re moving in the right direction before deep design work begins.

  • This is where design magic happens. Using everything we’ve learned so far, I begin crafting your brand’s identity. You’ll see concepts take shape, from logo design to full brand systems, ensuring every element works harmoniously to tell your story.

  • A brand isn’t just a logo—it’s how it lives in the world. Once the identity is finalized, we apply it across all key touchpoints. Whether it’s packaging, digital experiences, social media, or printed materials, we ensure your brand is cohesive and ready to make an impact.

    Deliverables may include:

    • Logo and identity system

    • Brand guidelines

    • Packaging, website, marketing assets

  • You’ll see 2-3 refined identity directions, each designed with intention. We’ll review them together, gathering initial thoughts and reactions before refining the best fit. A PDF will also be provided for further review.

  • Step 9: Refine (Refinement)

    A standard project scope includes two rounds of revisions. You’ll see designs, provide feedback, see refinements, then approve final designs. If additional revisions are needed, we adjust as necessary while keeping the process smooth and efficient.

    When reviewing, consider:

    • Live with it—Set it as your lock screen and see how it feels.

    • Know your audience—What works best may not always be what you like best.

    • Stakeholders—Make sure all decision-makers weigh in before revisions begin.