My design philosophy

"All men can see the tactics, but what none can see is the strategy out of which victory is evolved". – Sun Tzu

MY DESIGN JOURNEY

My journey begins with the clear intention to explore the art of design consultancy. Determined, I embarked on a quest for branding that inspired me to reposition my professional career from an experienced graphic designer to an insightful design strategist.

This transition has allowed me to develop my design thinking and enhance my strategic approach by learning that:

Strategists understand how companies deliver value and brands create meaningful experiences. However, this is a complex process that begins by collecting, organizing, analyzing and interpreting the right information. This process helps to build sharp understanding and conceptual connections between multiple ideas, in a coherent way. 

Yet, great strategies emerge from a team work contribution, which fosters an environment appropriate for creative thinking and adds fun and excitement to the creative process.

Additionally, strategists harness the power of design to express meaning, enhance value and inspire memorable stories. They understand that innovation represents a competitive business advantage, but it is the result of hard work and an iterative process of trial and error.

Strategists know that technology is a means of bringing people together and improving the quality of their lives. But this improvement also considers caring about the people and the planet by including sustainable practices which strengthens the brand values.

Strategists are also self-motivated and challenge themselves to surpass their design expectations, but most importantly, being a strategist is about being human, instigating positive change and inspiring people.

"A true designer inspires people, a true strategist delivers value" – Patricia Aguilera