Practice & Services
DLR ( Design Lead Research ) to solve complex problems collaboratively. My design practice is aligned to the principles of insights driven, human-centered design, leveraging strong methods of ideation and validation, and galvanize creativity.
As a transdisciplinary designer, I have a political approach towards my creative practice. By political I refer to the recognition of design processes as exercises of power; therefore, the individuals, communities, and stakeholders involved either directly or indirectly are crucial actors in the processes. I help clients to recognize first the scales, the systems and the limits of the problem and what might be the right size of the solution and its ethical, political and aesthetic implications.I am a Designer with 10+ years of experience developing branding, media content and user experiences in digital platforms for governments, political parties, businesses, individuals and NGO’s in the United States, Latin America and Europe. My work brings together human-centered design, ethnographic research, political analysis, systems thinking, and business development for meaningful results.
Branding & Identity
Identity formation based on human-centered design and political insight. My methodology balances human values and business objectives to obtain truthful and transcendent design results.
Design Strategy
Influence the mutant insights, measuring qualitative impact, and knowing the value of design at every level of the strategy.
Creative Leadership
My leadership style is to cultivate knowledgeable creativity and inspire thought growth across sectors in multi-disciplinary teams.
Digital Product Design
Design thinking driven insights and optimizing strong product methodologies to deliver digital experiences that perform and delight.
Service Innovation
Understanding experiences across touch-points in front and back office process through evaluative and generative research practices.
Systems Thinking
Critical thinking based in social theory and systems, using design-led-research to break down complex problems while always keeping in mind the affect and interconnectivity of the elements at play.
Academia & Research
Shifting from the the field to the classroom moves the thinking around how design is defined. Once the commercial side is removed, we can look at great social impact and the possibilities for human growth broaden the reality of what design is and can be.
Navigating the field of design thinking can be a challenging task for ‘non-designers’. In recent years, business and organizations alike benefited from design creative and innovative focus, and from its generative process and methodological approach to disrupt. Furthermore, collaboration from all professional fields has being fundamental to set new rules in the industry. In a fast paced environment in which we live, the ‘unruly’ quality of design traces its way under uncertainty and allows ‘us’ to be comfortable with the unexpected results; and only the transdisciplinarity of design works as a catalyst for social change and innovation. As Massimo Vignelli famously wrote “Two or three dimensions, design is one”.
MY STORY
I started my career as a graphic designer in Monterrey, Mexico working at Danilo Black as a junior designer, collaborated with a variety of clients from editorial design and art direction for renewed national newspapers, to departmental stores and branding for local governments. Raised among a new young and talented generation of mexican designers inspired by european modernist movements. I was introduced into a whole new branding ideas and standards, soon my work outstanded and I was granted a fellowship in Washington, DC. Before moving to US, I also worked as a consultant for media agencies. Where I learned to work on fast paced environments, delivering exquisite design experiences and with high effectiveness on message delivery.
In Washington, D.C. I worked as a technology consultant for governments, politicians and educational institutions in both Mexico and the United States. Developed a wide range of experience in multi-cultural marketing and research, in consumer insights and consumer understanding. I created dozens of websites and mayor online communication strategies for elections over the world, including presidential campaigns for Colombia, Brazil and Ireland to mention some. With wide understanding on media, culture, and technology challenges, I am able to approach Innovation Strategy from an interdisciplinary background in social and cultural analysis, along with training in art and technology.