Transforming complex ideas into intuitive user experiences that drive growth

Featured Case Studies: Solving Business Challenges through Design

A selection of projects where strategic branding meets user-centered digital solutions, focusing on the tourism and hospitality sectors

Conversion-Driven Design: SEO & SEM Strategy

Crafting high-performing websites and landing pages optimized for search engines and paid campaigns to maximize ROI and brand visibility.

Editorial Design & Visual Communication

User-Centered Design & Digital Products

Creating intuitive, research-driven interfaces that bridge the gap between user needs and business goals through empathy and data.

Brand Identity & Strategic Branding

Building cohesive visual ecosystems and premium brand guidelines that ensure long-term consistency across international markets.

Expertly crafted layouts for high-end hospitality brands, transforming complex information into engaging print and digital publications

Experience

Senior Art Director & UX/UI Designer with a branding DNA. I’ve spent the last decade transforming the visual identity of tourism giants like Meliá and optimizing digital products to enhance the user journey. My competitive edge: I view design as a strategic tool for business growth and sales conversion.

Professional Journey:

• Senior Visual & UX/UI Designer | Happy Shuttle / Tropical Incentives (Sep 2024 – Present)

  • Leading visual identity and digital product redesigns focused on user flow efficiency and conversion optimization for the hospitality sector.

• Brand & SEM Consultant | Freelance (2018 – Present)

  • Developing end-to-end branding and high-performance Google Ads strategies for international boutique clients and luxury vacation clubs.

• Customer Experience & Sales Consultant | Westin / Infinity / Meliá (2018 – 2023)

  • Optimizing the B2C customer journey and executing high-ticket sales strategies for elite members, bridging the gap between business goals and user needs.

• Digital Prepress Specialist | Southern Graphic Systems (2017 – 2018)

  • Ensuring strict brand integrity and technical excellence for global powerhouses including Bimbo and Colgate.

• Art Director & Visual Brand Manager | Circle by Meliá Hotels International (2010 – 2017)

  • Regional creative leadership across Mexico, Dominican Republic, and Spain. Spearheaded global luxury brand launches and 360° marketing campaigns.