With deep expertise in brand and creative, I lead teams that craft a unified experience across audiences & touchpoints.
I am a Colombian-born strategic brand creative director with over 15 years of experience based in NY. I've led brand and design practices across agencies, tech startups and innovation for Fortune 500 companies. Among other things, I played a key role early on at luggage brand Away, led the creative team at online auction house Paddle8 (acquired by Auctionata), and helped rebrand social media pioneer Hootsuite.
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
Newell Brands
Coach
Google (at Huge)
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