Great brands
don't happen.
Read case studies →Brand strategy, UX/UI, design systems, and AI-native creative direction.I design the systems and set the criteria that let teams ship with consistency.
Work that tells a story.
See all the work →A curated selection of projects where strategy and craft came together. Maybe something here sparks your next idea.
NewCreative Direction with AI · 2026DevWeek 26: Less Hype, More Doing
Creative direction of an AI event: AI-generated merch imagery and a website built with Claude Code, with a team behind every piece.
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UX/UI Design · 2026Elaniin, an Identity Built to Last
A ground-up redesign of Elaniin's website, rebuilt with a lighter visual system and AI-directed photography.
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Brand Communication · 2026Elaniin Lands in L.A.
Directing the visual ecosystem behind Elaniin's expansion into the U.S. market.
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Campaign Design · 2026Blue Engine Launch Campaign
Making an internal operating framework feel like a movement: one blue, one balloon built from engine parts, one rule.
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Brand Architecture · 2024Elaniin AI Brand System
Building the visual language of a new AI division, from identity to product ecosystem.
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Brand Strategy · 2023bit/ab: Redefining a Tech Academy
From placeholder to brand system for a tech skills academy, launched at DevWeek 2023.
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UX/UI Design · 2023Vertikal, a System Built to Grow
Full UX/UI redesign and design system for a software company scaling across three countries.
View case study →Not a checklist. A flow.
Every project moves through four phases. Then it starts again, sharper and more informed than before.
Problem
The real issue behind the brief. Not what's asked, what's actually broken.
Research
Market context, culture, and the questions worth asking before designing anything.
Architect
Design systems and AI criteria. The structure that lets a team ship with consistency.
Loop
Launch, learn, measure. Then feed it back to the top.
The full loop.
A decade at the intersection of brand and technology. These are the disciplines I direct, grouped by how they connect.
Brand Strategy
- Brand Development
- Creative Direction
- Art Direction
- Campaign Direction
- Visual Narrative
- Photography Direction
- Research
- Market Context
- Audience Insight
Visual Ecosystems
- Color Systems
- Visual Hierarchy
- Layout Systems
- Brand Asset Libraries
- Brand Guidelines
AI-Native Practice
- AI Direction
- Prompt Engineering
- AI Photo Direction
- Product Design with AI
- UX/UI with AI
UX/UI & Design Systems
- Design Systems
- Design Tokens
- Component Libraries
- Design Governance
- Product Design
- Interaction Design
- User Flows
Creative Leadership
- Team Leadership
- Team Scaling
- Workflow Design
- Project Management
- Stakeholder Management
From craft to strategy.
- Sep 2026 – Present
Creative Strategy LeadElaniin · El Salvador · Hybrid
The bridge between business strategy, the commercial team, and creative execution. I translate objectives into the design systems and AI criteria that let the team ship consistent, high-quality work at scale.
- Creative Strategy
- Design Systems
- UX/UI
- AI Direction
- Brand Strategy
- Team Leadership
- Apr 2022 – Sep 2026
Lead Graphic DesignerElaniin · El Salvador · Hybrid
Leading creative direction for one of El Salvador's most dynamic tech brands. Managing creative teams, overseeing all visual communication, and building the systems that allow great work to scale without losing quality.
- Creative Direction
- Brand Strategy
- Team Leadership
- Visual Systems
- AI Image Direction
- Photo Direction
- Oct 2017 – Apr 2022
Senior Graphic Designer & PhotographerElaniin · El Salvador
Evolved from senior execution into creative leadership. Built the visual language of the brand and developed key systems that scaled across digital campaigns, editorial photography, and brand touchpoints.
- Visual Identity
- Photography
- Campaign Design
- Brand Development
- Jun – Oct 2017
Graphic DesignerVertikal Marketing · El Salvador
Visual assets for multi-brand campaigns across digital and print channels.
- Graphic Design
- Digital Campaigns
- Print Design
- Aug 2016 – May 2017
Graphic DesignerPróxima El Salvador
Creative execution for a diverse portfolio of clients across the Salvadoran market.
- Graphic Design
- Client Work
- Creative Execution
- Dec 2015 – Aug 2016
Jr. Graphic DesignerLIKE Agencia Digital · El Salvador
First professional role. Where the foundation of craft, work ethic, and creative discipline was built.
- Graphic Design
- Digital Design
- Creative Foundations
The frameworks I operate with.
Problem. Research.
Architect. Loop.
Brand direction for companies that build. If you are shaping a brand, a design system or the way your team works with AI, I would like to hear about it.
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