Portfolio Category: identity


Velemusic is a new company by guitar tech, musician and composer Manuel Vélez. Manuel was interested in communicating a retro vibe for his brand that reminded people of some of the classic guitar brands.


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Provocative Identity

This is part of the website design for Provocative. Provocative is a company specialized on strategic consulting. I based the identity design on the concept of Ripple Effect: “like the ever expanding ripples across water when an object is dropped into it, an effect from an initial state can be followed outwards incrementally”.

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Caminando México

This was an identity project for an organization who’s purpose is to connect Mesoamerica through a system of walkable paths.

The purpose was that the logo became a seal or mark for each of the countries where the project extends to. That way each country could have it’s own unique mark but also be part of a system.


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RA Design Build

Richard Anderson had been in the construction business for more than 30 years in Toronto and he had never had a corporate identity. Understanding his company, clients, projects and competitors was key to create a visual identity for RA Design Build.



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Tomo is the arts, architecture and design supplement for one of Mexico’s national newspaper, the Excelsior. I worked on the development of its brand identity and editorial design from January of 2008 until its release date on July of the same year.

This project was a collaborative effort with Salón, a multidisciplinary studio based in Mexico City.


Tomo suplemento excelsior lujo

tomo lujo spread


Tomo 2 suplemento excelsior turismotomo turismo spread



tomo 1 arte arquitectura y diseño excelsior



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