What I do
I create brand identities and visual direction for hospitality, restaurant, travel and wellness brands ready to evolve, taking ideas from first concept to complete system: logos, packaging and campaigns.
My background
Venezuelan-born, Miami-based brand designer and art director with over a decade of agency experience. At NM+U I've created visual identities, campaigns and franchise systems for national brands like Choice Hotels, IHOP and Better Homes and Gardens Real Estate, for clients from Alaska to Puerto Rico, and across Mexico, the Dominican Republic and Canada.
Perspective
Bilingual and bicultural, I design in English and Spanish for both general-market and Latino audiences. Years of franchise work taught me to build brands that adapt to different regions and cultures while staying consistent everywhere.
My approach
I'm always tuned into what's new, and I bring trends in where they make a brand feel current, without losing what makes it distinctive. I respect a brand's heritage, but I'm not afraid to push it further. Every change has to earn its place. I'm not here to move things around; I'm here to move the brand forward.
Career
(2024 – now) Senior Art Director at NM+U
(2021 – 2024) Art Director at NM+U
(2021) Sr Graphic Designer at Farmasi US
(2018 – 2020) Art Director at NM+U
(2017 – 2018) Graphic Designer at NM+U
(2015 – now) Freelance Designer
(2011 – 2015) Sr Graphic Designer at Omm Agency
