Based in Chihuahua, Mexico, I work with businesses and teams to bring clarity to what they make and how they present it. Over 13+ years, my practice has spanned visual identities, websites, digital products and communication across technology, agencies and independent brands.
13+ years / Chihuahua, Mexico / English & Spanish
SELECTED EXPERIENCE
A practical framework shaped by the project, the audience and the constraints.
01
Understand & define
Review the business context, audience and existing experience. Identify the central problem, requirements and criteria that will guide the work.
02
Structure & explore
Organize content, hierarchy and flows. Develop alternative directions and use early layouts to make the options concrete.
03
Design & refine
Build the visual language, interface and responsive behavior. Review clarity, consistency and feasibility, incorporating relevant feedback.
04
Deliver & support
Prepare final assets, reusable components and documentation that help the work move into implementation.
AI in the process
AI supports exploration and production. Context and judgment guide the decisions.
I use AI to explore references, compare visual directions, develop content alternatives and support repetitive production. It helps me move between possibilities more quickly, while the final work is shaped by the brief, the audience and a careful review of the details.
Explore
References, visual directions and early alternatives.
Develop
Image concepts, content variations and production support.
Review
Clarity, consistency and presentation.
Toolkit
Tools change with the work. The emphasis stays on the idea and the quality of the outcome.
Design
Figma / Photoshop / Illustrator / InDesign
Web
Framer
Presentations
PowerPoint / Keynote / Google Slides / Canva
Motion & production
After Effects
AI workflow
ChatGPT / Codex / Higgsfield / Freepik / Magnific / Gemini
Education
Bachelor’s degree in Graphic Communication
Facultad de Diseño y Comunicación Gráfica, Universidad Autónoma de Chihuahua
2012–2016