I’m a Peruvian-born designer with over 15 years of expertise in branding, advertising, and product design. During my agency tenure, I made significant contributions to iconic brands such as Harley-Davidson, Johnnie Walker, Honey Bunches of Oats, Jägermeister, Cigna, and USPS.
Transitioning to in-house positions, I not only led teams at WeightWatchers and Newsela but also played a pivotal role in shaping team culture. At both organizations, I implemented process improvements, fostering better collaborations and leaving a lasting impact on working dynamics. My career journey reflects a commitment to excellence and a passion for shaping compelling brand narratives across diverse industries.
I’m also the founder of Esencia, a multidisciplinary design studio. Outside of work, I take pride in my heritage as a Peruvian immigrant, occasionally sharing my experiences in the US through talks or writing. I also enjoy practicing photography, and together with my wife, we’ve visited 16 US National Parks intending to explore them all.
Design Team Management
As a design leader, my main role is to guide and coordinate my team efficiently to achieve successful results. I’ve had experience building teams from the ground up and taking over existing teams. Each team member has unique skills, experience, communication style, cultural background, and areas for improvement. My aim is not to make everyone identical, but rather to support each designer in their growth journey, helping them become the best version of themselves. I focus on creating a well-rounded and closely-knit team that can adapt to challenges quickly. I look for designers who excel in various areas while also bringing a particular expertise that others can learn from.
Working Principles
Regardless of the area of the design or the tools my team uses, whether that’s product, branding, or graphic design. I coach designers to follow these working principles:
Listen, and empathize – By listening and paying attention to users, or co-workers, it opens the door to empathize with them, and ultimately have an open and better conversation.
Ask, be curious – Just as listening, asking, and showing curiosity create the opportunity to learn more. It makes things easier later when it’s time to come up with solutions.
Be honest, not rough – Effective communication involves not only sharing the truth but also doing so with respect and sensitivity. Especially when giving and receiving feedback. This is the same with a design solution, it should stay true to the problem it’s trying to solve.
Seek simplicity, but don’t be dull – Find the right balance between clarity and engagement. Simplicity for efficiency and effectiveness but don’t sacrifice creativity and interest in the pursuit of simplicity. This principle can be applied in design, communication, or problem-solving.
Providing Guidance
I’ve created documentation to help guide any designer on processes like:
- Design Process
- Design Hand-off documentation
- Visual Design Process
- Accessibility Guidelines
- Design Systems
The main purpose of those documents is to help the designer move forward, with the understanding they can adapt it to their needs. They’re not meant to be followed word-by-word, but to be an inspiration, empowering them to continue improving the process.