Finding
the shape of things.
I work across strategy, product, and visual culture, helping ideas take shape as systems, stories, and experiences people can understand, use, and remember.
Based in Mexico · Working globally
FEATURED WORK
A selection of projects across product, brand, web, and digital experiences.
Infoblox
Connecting technology, design, and storytelling at global scale.
Web Experience · Design Systems · B2B Storytelling
It’s Plein Air
Building a design system for the teams behind exceptional restaurants and their users.
Product Design · Design Systems · SaaS UX
Dalberg Design + Colgate
Designing stories that make healthy habits stick.
Creative Direction · Behavioral Design · Global Storytelling
Sazonario
Building an AI that understands more than recipes.
Product Strategy · UX/UI Design · Experience Design
BBVA
Designing at the scale of everyday life.
Product Design · Data-Informed UX · Feature Strategy
A Career Between Things.
For 14+ years, I’ve worked where things are still taking shape: between brand and product, strategy and execution, and established systems and new ideas.
My work spans 7+ organizations across technology, finance, innovation, and social impact. Helping teams find direction, build scalable systems, and turn complex problems into experiences people can understand and use.
2026 // Infoblox
Senior Manager, Web Design
Leading web design across a global B2B technology ecosystem, shaping key web experiences and a growing design system that connects brand, product, content, and scalable components across teams.
2023 — 2025 // It's Plein Air
Product Design Lead
Led product experience for a collaborative SaaS platform, partnering with product, engineering, and growing teams to turn evolving requirements into a more consistent and scalable product experience.
2021 — 2024 // Independent Work
Design Lead, Brand + Product
Partnered with teams across technology, finance, and social impact to turn complex ideas into digital products, brand systems, campaigns, and experiences—from early strategy through launch.
2012 — 2021 // Earlier Chapters
Product, Brand + Art Direction
Built a multidisciplinary foundation across product, brand, and art direction, contributing to work for organizations including BBVA, frog, Dalberg, Cirklo, Teran/TBWA, and Enigma MX.
How I make things make sense
Most of my work starts somewhere between uncertainty and possibility. I move between research, strategy, product, and visual craft to find the patterns that make complex things feel clear, useful, and memorable.
Brand & Visual Systems
Building recognizable languages that stay coherent as things grow.
User Research · Experience Strategy · Design Thinking · Positioning
Research & Strategy
Finding the signal before designing the solution.
User Research · Experience Strategy · Design Thinking · Positioning
Product & Web
Turning complexity into experiences people can actually use.
UX/UI · Interaction · Prototyping · Web Experiences · Feature Design
Creative Direction
Connecting the bigger idea, the details, and the people making them.
Concept Development · Storytelling · Team Leadership · Design Critique
Ventures
Outside client work, I build things to explore ideas, test systems, and learn from the messiness of making something real.
01. Pull The Frame
Making ideas move.
Creative studio · Production · Storytelling
02. Maneki Pollo
A brand you can actually taste.
Food venture · Brand building · Experience design
03. Design Archetypes
Making design thinking more human.
Research · Frameworks · Design culture
Things
I'm thinking about
Essays and experiments on the ideas, patterns, and questions that keep showing up in my work.
