Bachelor’s Degree in Industrial Design from the Pontificia Universidad Javeriana (Colombia).

 

In my experience I had work in graphic and product design as an independent designer and in collaboration with other companies. In recent years I had put my hands in marketing and business strategy as a natural extension of the design practice. 

 

I think design is about understanding people’s aspirations and creating strategies to meet those aspirations. These can show themselves as needs or wants, but is the job of the designer  to understand the people’s ideal future in order to make it real. For that, rather than talking about “products” or “logos” I prefer to talking about visions, aspirations, needs, users, desires, context and other elements of a more systemic approach in order to come up with better solutions.