Brand
therapy
strategy first, then signal
The depth beneath the surface. Scroll to build from the roots up.
SCROLL
01
Observation training
seeing before solving
Drawing since before school. Hyperrealistic art trained a specific kind of patience: the understanding that what seems simple on the surface requires everything beneath it.
Pattern recognition · Attention to detail
02
Aesthetic practice
the art of doing
Hundreds of experiments in layout, type, colour with real customers in graphic design since 2017. Menus that lifted sales, album covers, characters, logos. Shared art tutorials that found an audience of hundreds of thousands. First prize project published in La Vanguardia.
Aesthetic decisions backed by outcomes
03
Spatial thinking
thinking 3D
Architecture degree and 2 years in practice — 15+ projects across Spain and the USA, from tile detailing to urban planning. Automated visualisation workflows with scripts for millions of data rows. Every project was an indirect conversation with people — understanding how space creates mood, movement and meaning without saying a word.
Systems thinking · User experience · 3D logic
04
Industrial logic
from emotion to production
Led brand and product design for a premium baby stroller, full lifecycle in partnership with teams. Improvement in ergonomic comfort. Production strategy optimised for a 25% cost advantage. Audit, physical interaction, visual identity, manufacturing — all to deliver the first moments of life.
End-to-end ownership: strategy to production
05
Strategic branding
before the action
Strategic branding is one question asked early: what message does this business actually transmitting and what should it be transmitting? Skip the question and get years spent redesigning the surface. Answer it properly and the surface mostly takes care of itself. Every good design project I've worked on started here.
Positioning · Brand strategy · Market differentiation
06
Brand therapy
the value of depth
Brand Therapy is the work of making sure the five layers above this one are actually talking to each other. When they are, the surface is simple, the positioning holds, and the business spends less time explaining itself. That's the whole offer.
Direction and execution from the roots up
SURFACE
This is the order I work in. Audit, strategy, design, direction — each stage built on the one underneath. You don't have to start at the bottom. But it's the only place I won't skip.
