Brand Identity & Art Direction
Systems built to hold an idea, not cage it.
I develop brand identities and creative direction that translate ideas into images — from concept through execution, across digital, print, video, and social media, with consistency that never tips into rigidity.
Luis Buñuel Film Institute
Overview. The Luis Buñuel Film Institute needed a visual identity that could support a wide range of cultural outputs — publications, exhibitions, and digital content — without flattening them into one look. Rather than a single fixed system, the challenge was a cohesive framework that lets each project develop its own visual language while staying connected to the institute.
Role. As Creative Director, I led the development of the institute's visual identity, overseeing design across social media, editorial projects, presentations, and exhibitions, and keeping all of it consistent.
Approach. Core elements — typography, structure, compositional principles — hold the system together, while each output, whether a book, an exhibition, or a run of merchandise, is free to find its own distinct expression. The result is a balance between cohesion and variation that lets the institute evolve visually without losing itself.
Moranmente Incorrectos Podcast
Overview. Moranmente Incorrectos is rooted in provocative ideas and cultural critique. The brief was a visual identity that could reflect its unconventional tone while staying structured and recognizable across formats.
Role. I led brand identity and art direction, developing the visual language and overseeing its use across digital content, editorial pieces, and communications. I was also the content producer and co-host of the podcast.
Approach. The identity translates attitude into structure: a controlled use of typography, contrast, and composition creates tension and visual impact without relying on randomness. High-contrast compositions, grunge texture, and rock-poster energy form a flexible system that stays bold and unpredictable while remaining cohesive.
Impact. The brand grew alongside the show — more than 250,000 monthly downloads, 150+ episodes across three seasons, and the number-one series in Peru for over 123 days.
250k+
monthly downloads
suscribers
53.8 k
comedy podcast in Perú 123+ days
#1
150+
episodes across 3 seasons
El Gran Chef
Overview. The Production Company Rayo en la botella and Latina Tv Network needed a visual identity that created impact and appeal with audiences of a wide range of age. The represented the concep of a reality cooking show and the challeges that the contestants would face
Role. As Creative Director, I led the development of the TV show El Gran CHef's visual identity, overseeing branding and use.
