About
About me
Born into an Italian-Spanish family of marketers, psychologists, and designers, I grew up surrounded by kitchen-table conversations about brainstorming, color theory, and volume-versus-margin strategies. From a young age, I was sketching flyers, coming up with slogans, and discussing market responses for my parents’ restaurant, one of their businesses.
Over the years, I built skills across the arts—filmmaking, photography, graphic design, and web design.
I’m a lifelong self-learner and explorer, always curious, always studying, and always looking for ways to grow.
When I moved to the U.S., my path led me into the fashion and textile design industry. I had the chance to train in Milan, Switzerland, and New York, where I witnessed firsthand the design thinking behind brands like Zegna and Suitsupply.
Function+
Aesthetic+
Branding Ecosystem
my Approach
The fundamentals of my design process are:
Function + Aesthetics + A branding ecosystem.
Let me explain.
Every successful brand has these 3 elements. For example, Coca-Cola.
Function:
Any good design should be backed up by a functional product.
e.g. Coca-Cola is undoubtedly a refreshing drink, we all know that. It works. It is a functional product.
Aesthetics:
A product that is good but also looks good.
“A bottle so distinct that in could be recognized by touch in the dark or when lying broken in the ground”
-Coca-Cola Bottle Design Brief, 1915
Ecosystem:
An ecosystem, an experience built around your product.
Coca-Cola makes you feel that you are a part of something. It makes you feel young regardless of your age. Therefore their popularity not only as a beverage but as a brand and their international recognition as a pop culture icon.
all photos: Google images