Brand identity is everything, and I build it from small ventures to global companies. Four years with a consultancy in the heart of New York, building brands that ship worldwide: the NFL, CommScope, Prysmian, symplr, Hofstra. My job is making small companies look big, and complicated companies legible.
An unsolicited rebrand of a public system that riders use every day and nobody has bothered to design well. Identity, wayfinding, and a system built to survive a thousand hands.
Naming, identity, brand architecture, packaging and a working guideline set: the full consultancy process, run solo, from blank page to production-ready files.
Crest, typography, kit, matchday graphics and a system that holds together from a stadium banner down to a phone screen. Where brand rigor meets the terraces.
Three posters fusing Colombian players with the country's native fauna. Drawn, composed and finished by hand. No AI anywhere in the process.
A template kit for football content that ships fast without losing the craft. Two years running, built for an audience of 18,000+.
Brand programs for global clients across sports, healthcare, enterprise software, industrial energy and higher education. Concept, identity design, and extending visual systems into new applications. Remote, on New York hours.
Communications and campaign design for a public utility serving over two million people.
Seven years leading brand and identity work for clients across Colombia, the United States, Canada, Spain and Mexico. I led the creative team from concept to delivery.
A sports design project with a real audience: 18,000+ followers across Instagram and X. It is also my lab for testing AI tools and new ways of working.
Four years of brand programs, nearly all of them for B2B companies at an inflection point: a restructure, a merger, a shift in category. Healthcare, enterprise software, industrial energy, higher education. Large, complicated organizations that were badly understood. My job, as part of the team, was to make them legible.
My role was consistent across all of them: concept and sketch development, brand and corporate identity design, and extending the resulting visual system into new applications.
The work belongs to MBLM and their clients, so I don't host it here. They publish it themselves. See it at the source.
Also Westfield, PPL, 3Pillar, Accolite, Forge, and others across behavioral health, financial marketing, workforce training and document processing.
See the agency's full portfolio ↗Branding lover. I help brands look the way they're supposed to: identity systems, editorial, packaging, and the unglamorous production work that makes any of it actually ship.
I've spent the last four years working remotely with a consultancy in the heart of New York, on global accounts. I know how to work inside someone else's system, hit a deadline in another time zone, and hand off files that don't come back.
Sports design is my thing, football above all. On my own time I run @elgraficorojo, where I get to be the client: I play with typography and Photoshop treatments, and I push myself to create with AI tools, learning things I bring back to my daily work.