A working logbook, 2012 – 2026
Brand systems · B2B · AI for design workflows
Currently Design Director at Keyword
Selected work
The firm's identity, rebuilt as a documented system. The brand manual lives as a website, so anyone on the team can make on-brand work without waiting on design.
Art direction for a new chocolate brand entering the market. We built its visual identity, an image world built with AI and retouching, and the way it speaks, so the brand launched with a look and tone of its own.
Branding for a new business consultancy in Ecuador. The identity is built on two ideas, duality and innovation: paired elements in balance and clean, modular geometry. The brand book keeps it consistent across every touchpoint.
A hand-lettered identity for a healthy food brand. I drew the logo in 2017 and redrew it in 2025, a passion project to revisit my own lettering.
My personal illustration project. Since 2020 I've been drawing people and sharing them on Instagram, moving between doodles, collage and flat 2D illustration.
A modular typeface concept on a 5×5 grid. Every letter is drawn with one repeated tile, and two axes, form and weight, move it from pixel to dot to bubble. The specimen is interactive, with a type tester and animated posters.
About
Design leader with 12+ years building brands, visual systems and the teams behind them.
I lead design at Keyword, a public affairs and strategic communications consultancy in Ecuador and Mexico, designing for clients in trust-driven sectors. Lately most of my time goes into AI workflows that let a small team ship more, faster, without losing quality.
Based in Mexico City.
Experience
Clients
Identities built as systems, so a brand stays itself on every piece and in every hand.
Concept, image and tone for campaigns, from the first moodboard to the final asset.
Claude, Notion and Figma working together, so a small team ships more without losing quality.
Complex data turned into clear visual stories for the executives who read them.
Integrated campaigns across social, print and events, built on one idea.
Hiring and coaching designers across two countries, working on one process.
Hand-drawn people and cut paper: where the work gets personal.
