From problem to working system.
I design identities and take them all the way to where they're actually seen: a façade, a fleet, a stage, an open store. Eight cases: getting into the problem, defining the system and, when the project calls for it, following it through to production.
I look for brands that want to move: to change scale, audience or shape. The industry changes with every project and so does the language, and that's the part I enjoy most.
Brands that made it off the page.
Three ways of solving a brand: the idea, the content that sustains it and the system you see in the real world.
Ethereum Lima
A crypto identity that doesn't look like crypto: Andean mountains, Peruvian color and a symbol that hides the word LIMA. From the manual to the stage, in front of 400 people.
Grupo Home Market
Two business units with opposite audiences, B2C and B2B, in the same account. Separating the tones without doubling the team. Five years, five channels, from camera to metrics.
Bhassa Toyota
Almost forty years of recognition in the city rested on a symbol that no longer worked. It had to be updated without anyone ceasing to recognize the brand. Nine years as creative partner, three branches.
Ludé
Café and free play under the same roof, a mix that didn't exist in Puerto Deseado. A 55-page brandbook and a first branch open.
Cacique
Home trade services, launched in Villa La Angostura. A three-layer isologo that says Patagonia without falling into the feather cliché. Brand kickoff, with Al Sur Studio.
Herrajes Los Halcones
The B2B buyer isn't looking for a brand, they're looking for someone to call. The rebrand and the site were organized around that.
Cerveza Thiafel
Eleven varieties between 2020 and 2026, all on the same packaging system. The brand stayed in the logo; the identity is carried by the can.
Birdie
Six graphic capsules with different languages and a single parent brand. Here the brand isn't applied to the product: it is the product.
Small projects, same decisions.
Product iconography, illustration, brands just starting out. Short scopes where you still have to choose where to put the effort.
Nonighter
Financial icon set for their reporting app, with Lucía Domínguez.
Vinoma
Artisanal Argentine empanadas in California: brand, illustrations and signage.
Criollos
Data analytics told in plain Argentine: a little criollito that is also a file cabinet.
Cruda Crew
A drinks shop: the brand lives in the feed and on the counter screen.
Ideas I had stored away, now working.
I'm not a developer: I direct the product and build with AI. I define the problem, the flow and the interface, and take it all the way to a published app that anyone can open. The same goes for this portfolio.
You share a link with the group, everyone signs up on their own and you can see live how many are still missing. After the match, everyone rates their teammates.
Neighbors mark the pothole on the map, others confirm it, and a ranking by municipality shows how many remain unfixed and how long they took to resolve. No sign-up.
Thirteen pages of plain HTML, no frameworks and no build step, put together with AI. What you're browsing is part of the proof.
I get into the problem, not the request.
I work in brand and art direction: identity, visual system and the coordination of everything needed for that system to exist in the real world — signage, fleet wraps, interiors, brandbooks, events and websites. Some of these projects were developed at pastafro.la.
Nine years as creative partner of a Toyota group, the identity of a Web3 community in Peru and brands built from a blank page. The projects I care about most start with someone who doubts: convincing is also part of the job.
Designer at Grupo GreenCo: everything that goes out on the websites and sales channels of three brands —the B2B group, the Biotienda ecommerce and the Green Food Makers food line—, plus the key visuals for each campaign and event. Alongside that, I'm building my own PWAs: ideas I had stored away and want to see working. The ones already live.
Nine years with Bhassa, five with Home Market. A good part of that work doesn't fit in a portfolio: meetings, quotes that never happened, decisions that had to be defended. You can't see it, but it's in how I work today.
Skills
- Brand direction
- Art direction
- Visual identity
- Naming and verbal identity
- Rebranding
- Brand manuals
- Design systems
- 360 campaigns
- Packaging and labels
- Signage
- Fleet wraps
- Interiors and set dressing
- Iconography
- Illustration
- Product photography
- Web and UI design
- Ecommerce
- PWAs
- Key visuals
- Social content
- Illustrator · Photoshop
- Figma
- After Effects
- Claude
- ChatGPT
- Gemini
- Seedance
- Higgsfield
- Krea
- Runway
I present and defend
Every decision arrives with the reason it was made.
I coordinate suppliers
Printers, wrap shops, trades, construction: the system has to come out well made.
Long relationships
Nine years with one client, five with another. Sustained by trust and follow-through.
Autonomy
From brief to delivery without needing anyone to push the process.
If you have a brand to solve, write to me.
Tell me what you need and we'll talk it through. No long forms or ten-step processes.