Design, strategy and technology integrated, not layered.
Strategic and digital designer specialising in branding, UX/UI, digital products and communication.
For 17 years, I have turned complexity into clarity through branding, digital products, automation and communication. This is the personal portfolio behind Grupo Ella.
Strategy, design and technology connected to create solutions that build trust, consistency and results.
“Interfaces are only the surface. What I truly build is clarity: systems, logic and direction that help brands and businesses scale.”
My background brings together art direction, brand building and digital experiences, always close to implementation, from problem to strategy and from interface to system.
A complete scope, from end to end.
Branding & visual identity
Complete brand systems, from concept to application.
UX/UI & digital products
Interfaces designed for real use and conversion.
Websites & landing pages
Tailored digital presence, from first idea to launch.
Automation & AI
Intelligent workflows that reduce operational time.
Art direction
Consistent visual direction across every touchpoint.
Integrations & APIs
Connections between systems, CRMs and no-code tools.
Strategic communication
Presentations, corporate materials and brand narratives.
Wayfinding & physical environments
Wayfinding systems and environmental design.
Multidisciplinary consulting
Strategic direction across design, product and technology.
No-code & low-code
Agile solutions without relying on large engineering teams.
Corporate materials
High-standard presentations, reports and documents.
Ongoing support
Post-launch support for continuous product evolution.
Brands I have built something real with.
Brand book & visual identity
Complete brand system built from the ground up, including symbol, custom typography and colour palette. Designed to remain consistent at every scale, from a website screen to a trade-show stand, and from a façade to a business card, without losing the brand’s personality in any application.
Corporate presentation
Visual direction for a B2B fintech corporate presentation, where every slide needed to communicate technical credibility and market ambition at the same time. A bold graphic identity supports communication designed to persuade investors and partners in minutes, not pages.
Wayfinding and signage system
Complete institutional signage system for a large industrial facility, including identification signs, safety signage and internal routes. Every element was designed to perform in real conditions: guiding thousands of people each day, meeting standards and carrying the brand consistently throughout the physical environment.
Brand applications
Translation of the visual identity into physical and digital materials, including cards, keyrings, workstations and online environments, while maintaining consistency across every surface. This type of work only succeeds when the identity system is solid from the start.
Institutional presentation for a nonprofit
Presentation direction for a social organisation, created to turn impact data into a compelling narrative. It is the difference between showing a spreadsheet and showing real transformation. The material was designed to support fundraising and institutional credibility with donors and partners.
DOA+ donation landing page
Donation page created during my time at DOARE, included as a direct example of my experience in the nonprofit sector. The goal was to connect social causes with donors through clarity, trust and a frictionless conversion path, from the first click to the completed donation.
Corporate presentation
Strategy and institutional vision slides designed to support investment decisions, using a deep-blue visual system and purposeful gradients. The hierarchy directs attention exactly where each number or decision matters most.
Strategy before aesthetics. Systems before isolated assets.
Understand
I map the context, people, constraints, goals and friction points. Before designing, I need to understand the problem that truly deserves to be solved.
Structure
I organise journeys, information, priorities, messages and flows. I turn complexity into a logic the team can see, discuss and build.
Design
I create interfaces and visual systems with consistency, intention and personality, without separating functional experience from brand expression.
Connect
I bring design closer to implementation, considering content, technology, automation, CRM, integrations and operational continuity.
A career built across visual design, digital products and strategy.
Founder and CEO · Strategic and Digital Designer
Leadership across branding, web, art direction, communication, AI and digital experience projects. This work became the foundation of what is now Grupo Ella.
Senior Web & UX/UI Designer
Creation and evolution of digital experiences, interfaces and journeys guided by usability and business objectives, alongside my leadership of the group.
Senior Designer and Art Director
Concepts, campaigns, identities and integrated communication projects, with creative leadership and direct presentation of solutions to clients.
Wayfinding and Visual Communication Designer
Wayfinding systems, environmental design and technical production. This experience built the technical foundation behind my systemic approach today.
A technical and creative stack, from end to end.
Is there a complex problem waiting for a clearer solution?
Let’s talk about products, digital experiences, brand building, automation or challenges that require a senior, multidisciplinary perspective.