Designing
brand identities
Identity systems structured for expression and long-term continuity.
I work with founders and organizations to define identity systems that align voice, structure, and expression across platforms and teams.
Identity is not decoration.
It is a system designed to endure.
What I focus on
Brand Strategy
Clarifying positioning, voice, and narrative direction.
Brand Architecture
Structuring product lines and sub-brands to prevent fragmentation.
Visual Identity Systems
Designing scalable visual systems across logo, typography, color, and components.
Creative Direction
Aligning teams and collaborators around a shared identity system.
I’m usually brought in when...
• Brands grow but feel inconsistent
• Product and identity are disconnected
• Rebrands needs structure, not just aesthetics
• Teams lack shared language
I begin by understanding what the brand is actually doing. Then I shape a system that supports it.
Context
My background in animation, illustration, and storytelling informs how I approach identity — with sensitivity to tone, rhythm, and visual language.
I’ve worked across education, culture, startups, and enterprise contexts in Latin America, Europe, Australia, and the U.S., designing identity systems that evolve with their environments.
This is where structure meets expression.
Selected Work
Projects where identity became infrastructure.
Deck available upon request.
CRT Legacy
Cultural Legacy · Identity System
Role: Brand Architect & Strategic Lead
Defined the identity architecture and narrative framework for a cultural legacy brand, by aligning archive, voice, and long-term stewardship.
A la Orden
Gastronomy Startup · LATAM
Role: Brand & Product Designer
Designed the identity and digital ordering system for independent Latin American restaurants, improving operational speed and clarity.
ClanDestino
National TV · Cultural Media
Role: Visual Identity Lead
Developed the visual identity system for a national youth broadcast program, built to perform across screens.
My Approach
Identity is not decoration.
It is a system of signals.
It should express something real.
It should adapt without losing coherence.
I design brands that feel alive and remain aligned as they grow.
