I'm a designer. I lead digital projects for agencies and companies.
I've spent thirteen years inside international startups, studios, and agencies—most recently as Design Lead at BX Studio (NY), but also at Fueled (NY), R/GA (Berlin), Elkanodata (Barcelona and NY) or sivasdescalzo (Barcelona)
I spent my first six years in-house, growing from junior to senior designer, and each move I made was toward more responsibility. During the pandemic, I went independent and started collaborating with Elkanodata, mainly leading the art direction for web projects for the United Nations. My work appeared on Awwwards several times, and that's what opened the door to international work: R/GA (Berlin), Fueled, and most recently BX Studio, as Design Lead. Along the way, my role moved from design to digital art direction, and from digital art direction to leading projects from start to finish.
With clients of my own, I've also scoped, priced and presented projects myself. That's where I learned to think about the business before the design.
Most projects don't go wrong in the execution. They go wrong earlier, when no one has decided what the work is for. I try to find that direction early, so the work moves with clarity instead of going back and forth. Then I stay with it until it's built: a direction only counts once it's live.
I care about how things are decided as much as how they look. Taste matters, but it doesn't settle anything on its own. A direction does: it names the problem, and how the work should be read because of it. Everything I design starts there. Perception isn't assumed. It's designed.
Based in Barcelona. I work in English; Spanish and Catalan are my native languages.