Preface
During the 1970’s + 80’s, an unequivocally polarizing, socio—political timestamp in American society, my grandparents immigrated to California from Zacatecas, MX in search of better opportunities and a better life for their family. Le Batallamos is a phrase—an attitude—stemming from those same fragments of endured struggles and past experiences, ideas and dreams that never were.
I was born and raised in Watsonville, CA, a small agricultural community in Northern California, ~100 miles south of San Francisco. This is where my interest in Design, Typography, and Street Art merged with social issues and the things I was exposed to daily. I take immense pride in my culture and utilize it as an expressive driving force and POV as much as possible.
Experience
My primary focus spans Design & Direction for Identity, Visual Systems and Brand Experiences. I’m particularly interested in Typography, form & shape as extensions of language and ideas to represent the intangible.
Through the years, I’ve had the opportunity to work at agencies big and small, in addition to in-house teams. I’ve worked alongside extremely talented individuals and teams to concept, execute and lead campaigns, as well as established brand direction and guidelines for Startups and Brands in various sectors.
Past agencies include Organic/BBDO, Critical Mass, Elephant, Landor & Fitch, Snapchat, Apple, and more.
Résume available upon request*