Brand & Creative Strategy
I help companies during moments of growth or change to re-connect culture, strategy and purpose. I help them bring their values to life through product storytelling, brand activations and content production.
This is some of my work over the last decade.
Un Paisaje en la Cazuela is a 19-episode branded content series I designed and directed to amplify The Spanish Red Cross’ mission around food. A journey through some of the country’s most sustainable and nutritious foods—an important message at a time when 1 in 3 Spaniards are affected by obesity.
THE SPANISH RED CROSS
Merchandise can be a powerful way to tell a brand’s story, but most cultural institutions overlook that potential. That’s why we developed a strategy and designed the first 12 products to help strengthen The National Library’s brand identity—and position it as a source of inspiration for people across Spain.
THE NATIONAL LIBRARY OF SPAIN
When a brand champions a cause, it fosters a sense of community. BIC, the company behind the most popular pen in the world, believes creativity lives at the heart of everything we do. Our campaign fuelled this mission through an experiential content strategy (workshops, social media content, interviews) both online and offline to explore the role of technology in fostering kid’s creativity.
BIC KIDS SPAIN
For over three years I was Creative and Design Director at Wetaca, Spain’s biggest online meal delivery service. I led a team of UX designers, photographers and copywriters during one of the company’s most challenging times: the COVID-19 pandemic, with orders increasing by 50% during the initial lockdown period. I helped develop a brand that not only stood for amazing gastronomic quality, but also cared about the broader issues surrounding food: sustainability, equity and waste.
WETACA
ChefBNE is a transmedia food and history initiative I designed for the Spanish National Library to explore Spain’s rich gastronomic heritage in new and engaging ways. It included a 12-part video series with some of Spain’s most celebrated chefs, food bloggers, and culinary historians. It was featured in The New York Times, El País and Condé Nast Traveler.
THE NATIONAL LIBRARY OF SPAIN
Fondeadora is the fastest-growing challenger bank in Mexico. As Chief of Culture I bridged Culture and Brand teams to ensure company culture reflected Fondeadora’s brand values. My main focus: embedding company values across the employee lifecycle—from onboarding to learning, development, and performance reviews. The company was later featured in Forbes’ 2023 Top 100 Startups in Mexico list.
FONDEADORA
Most branding programs focus on execution. Few teach strategic thinking or how to defend decisions with confidence. Together with Fernando de Córdoba, I design and mentor this six-month program at Instituto Tramontana, one of Spain’s most respected design schools. We help professionals step into senior roles where brand and culture are understood as leadership tools — not marketing outputs.
INSTITUTO TRAMONTANA
Design Graduate is a 12-month online digital design program run by Instituto Tramontana that teaches the fundamentals and practical applications of digital design through video lessons, exercises, and case studies. I designed and teach the course on brand strategy, executive communication and influence.