I’m a designer based in Madison, Wisconsin, originally from the deserts of Mexico. I create visual stuff for clients and for myself.

Who am I? That’s a good question. I’d say I’m a movie lover, I drink way too much yerba mate, and I pretend my bike rides count as exercise. I care about culture and like exploring different ways of life. I get lost in art, philosophy, and random useless facts, and The Simpsons is basically my spirit animal. At work, I’m Maggie meets Otto and Principal Skinner; with friends, I’m the comic store guy; on weekends, Homer; and when I’m alone, a sprinkle of Lisa. That’s what drives my ideas when I design.

My creative process is simple and collaborative.

Throughout this simple process, I collaborate with clients and stakeholders to solve problems, communicate messages, or create artistic expressions. Collaboration, experimentation, and iteration are often key components, leading to innovative solutions and impactful outcomes.

Ideation

We start generating initial ideas and concepts.

Research

Gather information and inspiration.

Concept dev

Refine and expand upon selected ideas. I work closely with clients and stakeholders to follow the best direction.

Design

Bring concepts to life through visual or tangible mediums.

Review & Feedback

It is important to input and make necessary revisions before project launch.

Finalization

I polish and prepare creative work for presentation or implementation.

My experience

Independent graphic designer Madison, WI

Visual Designer / Art director

As an independent graphic designer, I create tailored visual solutions for clients, covering branding materials and marketing collateral. I manage projects from client discussions to final delivery, ensuring timelines are met. Adaptability, creativity, and effective communication are key to thriving in this dynamic field.

Trek Bicycle Co. | 2018 - 2023 - WI

Visual designer

My work consisted of creating concepts and designs for marketing materials used in retail stores (direct own stores and retailers) and digital platforms. Additionally, part of the process involved providing art direction to photography studios, independent photographers, and an in-house video crew.

Alma Matter Studio | 2017 - 2018 - TX

Designer - Brand Manager

I spearheaded our creative process, capturing each client's brand essence while pushing boundaries. Managing projects, client communication, and fostering innovation in a positive environment were key. Adapting to diverse tasks, especially collaborating with clients from El Paso, Texas, and Ciudad Juárez, México, was crucial. Despite challenges, seeing our designs impact clients' brands made it all worthwhile.

What I think about teamwork.

I don’t believe in the ‘one person does it all’ approach. The perfect client or collaborator brings clear communication, mutual respect, and a shared vision. They provide thoughtful briefs, trust the creative process, and allow space for exploration and experimentation. Together, we create an environment where ideas flourish and design truly makes an impact.