With deep expertise in brand and creative, I lead teams that craft a unified experience across audiences & touchpoints.
I’m a Colombian–born, New York–raised strategic design leader who, for the past 15 years, has been bringing multidisciplinary teams together to create unified experiences across audiences and touch points.
Shaped by my cross-cultural journey, I’ve been connecting the dots between business goals, strategic direction, and design excellence across agencies, tech startups, and Fortune 500 innovation initiatives.
A few highlights:
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Away — Shaped the early design direction and marketing campaigns for this luggage brand
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Google — While at Huge, partnered with key teams to lead high-impact projects and strategic initiatives
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Paddle8 — Led the product and marketing design teams at this online art auction house (acquired by Auctionata)
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Global Payments — Led the brand evolution of this leading payments technology company after its merger with TSYS
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Hootsuite — Spearheaded the rebrand of this social media management pioneer
About
Sense is a series C funded, AI climatetech startup, embedding software in electric smart meters to help consumers and utilities manage home and grid energy consumption in real time. As the first brand and creative leadership hire, I've been leading the evolution and elevation of the Sense brand and experience across all touch points in the US and internationally.
Currently
I've had the privilege to work with exciting brands and agencies. Here are a few:
Sense
Hootsuite (at Prophet)
Away
Prophet
Huge
Paddle8
Google (at Huge)
Newell Brands
Coach
The Bronx River Alliance
Hot Bread Kitchen
R/GA
Interbrand
Apartment One
Previously
I hold a BFA in graphic design and a Masters in Branding from the School of Visual Arts.
Education
Brand & Design Leadership
Building Practices
Brand Vision & Strategy
Value Proposition
Visual Identity
Verbal Identity & Brand Voice
Brand Personality & Narrative
Design Systems
Product Design
Creative Direction
Brand Marketing
Focus
FastCo Innovation by Design 2024 Awards (Finalist in the Home Category)
FastCo Innovation by Design 2023 Awards (Finalist in the Best Branding & Enduring Impact Categories)
Transform 2023 Awards (Best brand evolution-business & Best Use of Copy Style or Tone of Voice)
AIGA 2014 Fresh Blood V
Awards
Creator of Voices Heard; a personal project to humanize the conversation around immigration through stories of immigrants that came into the U.S.
On the side