My approach to branding combines strategic insight with data-driven execution to build comprehensive, scalable brand ecosystems that drive measurable business growth.

As Creative Director at the fintech startup Allio Capital, I built the entire brand from the ground up. I developed the comprehensive identity system and creative strategy that was applied across product UI/UX, the corporate website, and performance marketing campaigns to directly impact business goals like Customer Acquisition Cost and AUM. I also have deep experience in brand transformation, having directed a full redesign for the global brand ITJ, shaping a new, culturally-informed identity rooted in Latin American heritage.

Underpinning all my work is a focus on scalable systems. I engineer version-controlled design systems in tools like Figma that unify brand application and improve operational efficiency. At ITJ, this approach cut creative turnaround time by 35%. By implementing A/B testing frameworks, I ensure that brand creative is not only consistent but is constantly optimized for performance and conversion.