I transform brands to bring them closer to people's realities.
Services: brand creation and identity, audits and repositioning, brand architecture, tone and voice, differentiation strategies, storytelling, campaign conceptualization, multichannel and content strategies, brand experience, creative direction and project supervision.
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Repositioning, storytelling, campaign development and creative direction for the Complutense University of Madrid under the concept "Vuestra Universidad". This concept represents a university that belongs to all of us—a cornerstone of society, a legacy of countless generations, and the epitome of a Public University. The people who appear in the campaign are part of the university community, marked a significant step in exploring new brand territory, introducing a refreshed visual identity and a bold narrative. Launched on the streets of Madrid, it was anchored by an impressive musical production, "El Don", specially composed for the occasion.
Brand creation, identity design, storytelling, strategy and creative direction for Museo Gran Vía 15 in Madrid. MGV15 was envisioned as a groundbreaking cultural space on the country’s most iconic street. A true oasis amidst the hustle and bustle of fast-paced consumerism, it was thoughtfully conceptualized to offer an accessible and distinctive way to enjoy, reflect, and connect with contemporary art.
Brand creation, identity design, storytelling, brand experience, strategy and creative direction for Kolor, a unique wine born from the collaboration between the renowned winemaker Raúl Pérez and the contemporary artist Okuda San Miguel. I conceptualized Kolor as much more than just a wine: Kolor is an experience. An unexpected union that began with the generation of a meeting where ideas, reflections, concepts and personal visions about life and their respective disciplines came together. The result reached the laitmotiv, as a unique creation that involves the five senses, combining the craftsmanship of wine making with the energy of contemporary art. Something that can be seen throughout the brand.
Brand creation, identity design, storytelling, creative direction, and corporate content for the MAAVi Innovation Center—the largest biotechnology innovation hub in Europe, dedicated to researching natural molecules from natural sources.
The naming process for this center was an engaging conceptual exercise, as it encapsulates a promise within its name. The visual identity was crafted with a custom typography that embodies the center's futuristic vision, precision, and the sense of order and clarity that lies at the core of its research model. The corporate video, titled *The Apple*, was a creative and storytelling exercise designed to establish a distinctive tone of voice, setting it apart from others in the industry.
Brand creation, identity design, storytelling, strategy and creative direction for Kimitec, a biotechnology company focused on the agricultural sector. One of the key challenges in this project was preserving a name that traditionally aligned with the chemical industry, while positioning the brand as its complete opposite—an innovative company dedicated to the development of natural solutions.
Brand creation, identity design, product naming, storytelling, typography, packaging and creative direction for Hype, a brand specialized in cannabis cultivation products, developed through extensive research in biotechnological solutions.
Hype pioneered a new approach in the sector by breaking away from traditional communication methods. The brand transformed its identity into a playful experience, where each element had hidden meanings, starting with the creative naming of its products or the packaging with different uses, pioneers in the sector.
Brand identity, storytelling and creative direction for IAM, an artistic management and representation agency specialized in the care and management of talent in various disciplines of contemporary art. This project involved updating a brand with more than a decade of history, with the aim of projecting an avant-garde image within the contemporary art market.
Brand identity, storytelling, campaign development and creative direction for Coloring the World Foundation, an organization that uses art and color as tools for social transformation, focusing on three core priorities: diversity, social justice, and emerging contemporary art. The campaign explores the deeper meaning behind a smile. Smiling, often influenced by our state of mind, can reflect individual well-being or social status. However, a true smile should be a spontaneous reaction to positive actions or experiences. The foundation's mission is to foster greater social happiness and well-being, aiming to improve lives through art. Coloring the World’s efforts often lead to smiles, not just as a physical expression, but as a symbol of meaningful change. This is not just about creating a moment of joy—it’s about a thoughtful, deliberate process that drives real transformation.
Brand creation, naming, identity, storytelling and creative direction for Kontemplate, a cultural project centered around contemporary art. And whose naming arises from an essential act: Contemplate. A word that evokes an act of understanding, of reflection. And whose C is replaced by K, not only as an act of rebellion when changing the rules of access to the art world but as a reference to the Greek myth of Kora and the origin of painting. Its identity speaks of a line that separates two worlds, two ways of understanding the world of art, a before and an after, two typographies that speak of the previous and the new, with a different angle of seeing things. To complete its meaning I developed a claim: "The end of art", because every end gives rise to a new beginning.
Creative direction and photography for ManéMané, a prestigious Spanish fashion brand led by Miguel Becer. For several years I dedicated a lot of attention to developing my visual language as a photographer and videographer, making a multitude of publications around fashion and culture, exhibiting my work with some references in the world of photography.