A strategy-driven Creative and Design Director based in London, with 20+ years of crafting brand identities that mean something — and a genuine passion for where AI is taking creativity next.

Originally from Costa Rica, my journey has moved through agencies like Siegel+Gale, Jones Knowles Ritchie, Prophet, Havas and McCann, across New York, San Francisco and London — working with brands including Chase, GSK, Pfizer, AstraZeneca, Delta, American Express and Mars along the way.

My work lives where strategy meets craft: brand identity, art direction, campaigns, packaging, retail and digital. And increasingly, AI. I work across Midjourney, Adobe Firefly, Claude, ChatGPT and Gemini — not as a shortcut, but as a genuine creative extension. The question was never whether to use these tools. It's whether you have the taste to use them well.

I believe a brand isn't what you say about yourself — it's what others experience. I bring empathy, rigour and a sense of delight to every project.

Bilingual in English and Spanish. Open to brand direction, campaign work and consultancy.