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Freelance Graphic Designer

Estudié Producción en Artes Gráficas en España donde me especialicé en Diseño Gráfico, posteriormente incursioné en el mundo del diseño web, la animación y modelado 3d. A lo largo de mis 15 años de experiencia en el mundo del diseño en Sudamérica y España me he espacializado en branding, tipografía, cartel social y diseño editorial. He trabajado como creativo y director de arte “on y offline” para diferentes agencias, estudios de diseño, editoriales y ONG´s. También he sido profesor en diferentes universidades y como gestor cultural he realizado eventos de diseño en Sudamérica para promover el diseño.

I’m a simple guy from a small town in Spain called Vitoria. Now I live in Madrid with my wife and my dog Lazaro which we rescued from a certain death in the streets of Bolivia a few years ago while I was teaching a typography class there. I love design but I don’t overwhelme myself with work. I like to spend my spare time watching about everything on Netflix and soccer of course!.
Mi trabajo ha sido expuesto en más de 30 países, ganando premios nacionales e internacionales. Muchos de ellos han sido publicados en diferentes revistas y libros especializados.

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“El cartel tiende a la simplificación formal ante la necesidad de la percepción instantánea del mensaje, y por tanto debe evitar cualquier complejidad que entorpezca la obligada claridad del mensaje”.
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Mi trabajo ha sido expuesto en más de 30 países, ganando premios nacionales e internacionales. Muchos de ellos han sido publicados en diferentes revistas y libros especializados.

Why did you choose graphic design as a career path and when did you know that’s what you wanted to do?

I would say I didn’t choose design, design chose me. I wanted to go to film school but my parents couldn’t afford it. Graphic design was my second option but I didn’t really know what it was related to. When I started knowing more what graphic design was all about I loved it!.

How do you describe your creative process?

I research a lot before picking up pen and paper. I like minimalist conceptual design and I like to express my ideas though simple but powerful images. I do very long lists and I like to try many combinations of juxtaposing ideas. For me, the creative process never ends, because I find myself adding or removing things up until the last minute.

What would you advise people that are just getting started in the trade of graphic design?

Stay away from the computer for at least the first year. You form your style according to what you search online, to who you follow and admire and from your personal taste. Be open but be selective and follow those who’s work you absoliutely love. I think the base of really beautiful and good design lays with the classic designers of the 20th century. But really there are so many people out there doing amazing things and I always find new people that I like what they’re doing and are really inspire many of my own designs.

What makes a good poster?

For me, a good poster leaves you with your mouth open. When you see a good poster you say: wow! A good poster moves you, makes you feel something and it surprises you. It is like the package of a product. If you like the package you are bound to buy the product.

Which designers do you admire? and why?

There are so many of them. It’s hard to think of one specifically but I defenetely admire the classic designers such as Milton Glaser, Massimo Vigneli and Paul Rand, and who doesn’t really? I also admire many of my students because they come up with incredible solutions to design problems that I would have never thought of. It changes your perspective. You can also learn a lot from your personal experiences and from studying and understanding people;figuring out how and why they do what they do”

¿Do you think there is a secret formula for good design?

The only secret is hard work. The choice is yours. If you want your designs to stand out, you need to do your homework. Research a lot about the subject you are designing for. Ask lots of questions and be sure to have a good design brief that will guide you along the way.

How do you define your style?

I like to consider myself a minimalist but there’s really no rules to my designs other than the ones laid out in the design brief. There’s always a lot of meaning involved and a lot of research.

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