ABOUT ME

I’m a graphic designer based in Geneva with a wide experience in graphic and digital design. I have a passion for creating beautiful and useful things. I was born on a rainy night in January 1979. Since I was little kid I showed an early aptitude for drawing and writing. When I finished High School I was not very sure as to what path to take so I studied Law. I did not like it but I learned a lot about hard work. I gravitated to advertising and design so I searched and finally found a post that offered me the opportunity for training in the Accounts department of an advertising agency.

At Publicis (2003-2006) I gained a huge amount of experience and knowledge. First to analyse our competitors and then to draft briefings and to strategize. Later on when my line managers realized that I was making my own proposals and had acquired the skills using design programs they decided to assign me to the creative department. There I mastered how to develop concepts, claims, and to elaborate a design from scratch to artwork.

I received a very good offer and I moved to JWT Delvico (2006-2008). There I continued my professional development and carried out more art direction assignments for clients such as Rolex, Trina and Visionlab.

At Quum (2008-2013) my whole mind-set evolved and I entered the event organization business. I devised and designed events from thread to all the graphic pieces necessary (invitations, website, sign making, menus…). I organized significant events such as FICOD (40.000 attendees) to little luxury events such as 48 Hours with Telefonica. I also designed new brand identity manuals for Durán joyeros, Spanish and Madrid Golf Federations and RED.es among others.

I moved to Lanzarote and began to work as Marketing Assistant at the Princesa Yaiza Suite Hotel (2013-2014). I designed several different pieces such as menus (9 restaurants), advertisement for press, posters and also copywriting. Later on, I was promoted to marketing manager performing tasks such as creative direction, supervising and department leading (daily contact with the PR agencies in London and Munich, drafting and implementation of the Marketing plan).

I went back to Madrid and was hired as a creative director by Staff Eventos (2014-2015). I was in charge of establishing and supervising the creative guidelines and also distributing the project tasks among my subordinates and designing all the company’s projects presentations. Clients: Ericsson, L’Oreal and BMW.

Then I moved to Geneva and joined Zizzz (2015-2017) as Marketing Manager. They make ecological sleepwear, so I spent two years thinking very seriously about pyjamas. I defined the brand strategy and visual identity, ran the digital presence and managed PR, SEO and media partners. The result: sales up 25% and social media engagement up 250% in one year.

Next came Landor (2017) in Geneva, where I was Senior Client Manager at the kind of branding agency designers can name in their sleep. With clients like P&G and Coty, I managed brand and design projects end to end, from the first briefing to the final delivery, keeping creative and account teams rowing in the same direction. On time.

At Impact Initiatives (2017-2018), a Geneva-based NGO, I was Design Consultant. I rolled out a new visual identity across the organisation, trained national and international teams in data visualisation and design tools, delivered the website and built a Digital Asset Management system from scratch to tame thousands of reports. Somewhere, a librarian is proud of me.

Then I went freelance (2018-2022) in Geneva, creating brand identity systems, infographics, data visualisations and digital content for clients such as the United Nations, Digital Luxury Group and the eBusiness Institute. My speciality: taking complex information nobody wanted to read and turning it into something clear, useful and, ideally, beautiful.

Then came Haleon (2022-2026), where I was Global Brand Design Manager for Otrivin, Theraflu and the Skin portfolio (Fenistil, Zovirax, Abreva). For nearly four years I led product, packaging, digital and shopper design across 170 markets, defined the Holistic Brand Language and master design systems, and made sure every agency, everywhere, kept every nose spray on brand.