Professional Experience
FREELANCE EXPERIENCE | Varied Projects | National/International | 2001 - Present
Graphic Artist / Design Director
PERRY ELLIS INTERNATIONAL • International leader in apparel sales. An umbrella for several successful brands.
• Handled several design projects for the brand Cubavera. Marketing pieces (Online / Print Media), Magazine Ads, Posters. - Creation of the new Cubavera icon boosting identity status and brand finesse. - Interior design for the clothing stores. - Creation of new brands to be introduced to the market. - Design of John Henry’s Logo. - Graphics for the brands AXIST and Callaway. The logos created for some of the brands were awarded and published.
CRODA INTERNATIONAL • Global leader in speciality chemicals. From Personal to Health Care / Coatings and Polymers.
• Handled all visuals for presentations. Marketing pieces (Online / Print Media), Magazine Ads, Posters. Language translation and content creation assistance. A cohesive constant look was requested.
Challenge met: Adaptation of company’s formats to meet Croda’s ID specifications regardless of language.
EMAGINE.com • Venetia, Pennsylvania • Marketing to wireless technology companies.
• Handled all aspects of conceptualization, visual research and design of logos and corporate identities for new as well as established companies in the highly competitive IT + Wireless technology Sectors.
Included projects for Anritsu, Xceed as well as WiMAX literature and white papers.
ARRSO RESTAURANTS INC. • Hospitality and Elite Restaurants Company.
• Handled all aspects of conceptualization, visual research and design of logos and corporate identities for new venues, including de acclaimed Mas Alla restaurant, bars, ultralounge, entertainment events, entertainment spots and clubs. Collaborated with Interior Designers, Artists and Printers in L.A. in order to achieve optimum results. Challenges met: Negotiated and reduced the total cost of printing by 80% while still using special printing techniques. Projects included the reknown venues: Karu&Y, Y UltraLounge, Tottem and Tottem Gardens.
This was an Award-Winning Project. The logos created for this project were published. The printing was honored.
TBG • The Branding Group • Advertising Agency
• Handled all aspects of conceptualization, visual research and design. Reviewed and Implemented procedures to optimize creative department’s performance while increasing available graphical and stock resources in only two weeks.
SRS • WORLD HOTELS • New York City • Steigenberger Reservation System Worldwide.
• Handled all aspects of conceptualization and design for National and International Boutique Hotels. Mailers, Postcards, Invitations, Magazine Ads. Interpretation of the client’s business objectives through creative concepting while maintaining strict brand fidelity required by the Germany headquarters.
SEPHORA • Miami Beach • Beauty Stores Worldwide.
• Handled all aspects of conceptualization and design for several projects for the Store at Miami Beach.
Proposed new quality promotional ideas (through comps and graphics presentations) within budget and allocated time.
LUMINA • New York City • Advertising Agency.
• Handled the creation of promotional and identity items.
AXEZE• Australia • Biometric, Keyless Security Entry Products. Identity and Property Protection.
• From initial concepts through final execution I created the new revamped look of all the selling and promotional items, making emphasis on digital assets distribution. Brand reputation grew as well as sales internationally.
INCA INTERNATIONAL | Bogota - COLOMBIA | January 1998 - November 1999
Graphic Designer
• Duties included handling all aspects of design and conceptualization of material for sales catalogues,
brochures, posters, sales campaigns and promotional material for the health and beauty industry. Offered
a new streamlined way to develop multi-page documents through the use of updated software and layout techniques.
• Creation of promotional strategies and graphics material in new and creative ways in order to reach the
masses. Proposed new photo and pricing layout structure to display each product in a better light. Sales were
increased during my period with this company.
• Supervised Designers and Freelance Artists, creating a more effective working team. Facilitated transition
between the older Adobe PageMaker program to the newer InDesign software.
• Proposed revamped layout design for sales catalogues and improved corporate image.
• Concept and packaging design for new products. Developed beauty products, from concept to photo realistic
renderings based on vendors products’ catalogues.
• Product development from scratch or from a photograph (Vector renderings and finalization in PhotoShop).
• Casting of models, wardrobe selection and photo direction for promotional material.
• Responsible of copy writing for several campaigns. Especially biochemistry-based content to promote specific
beauty products’ features
• Computer Hardware & Software purchasing advise, upgrade & maintenance. Mac Platform.
FREELANCE EXPERIENCE | Diverse Projects | Latinamerica | 1995 - 1999
Graphic Artist / Design Director
CONCEPT AND DESIGN FOR LOGOSYMBOLS, CORPORATE IDENTITY PACKAGES, COLLATERAL AND WEBSITES.
PROEXPORT • International Representation Agency for National Companies.
• Duties included handling all aspects of design and conceptualization of projects for international markets. Design of print material, photo-direction, shot selection, design supervision.
PROCESOS CREATIVOS • Advertising Agency.
• Duties included handling all aspects of design of print material for TV stations, Banks and Malls. Collaboration with designers, art directors and copy writers for the creation of new campaigns. Proposed and implemented new development methods (i.e. using a combination of plug-ins and experimental software).
FASHION MANAGERS • Fashion & Events • Production Company.
• Duties included handling all aspects of design of print material for fashion events and campaigns. Digital photo editing and retouching. Collaboration with models, fashion designers, photographers and choreographers for the creation of new events and promotional material.
This company, from logo + identity to the promotional items for fashions shows, was created entirely by me.
BONUS: Several fashion designers were able to gather their resources under this brand thus increasing their profits.
BCH Bank • Banco Central Hipotecario (Bank).
• Duties included handling all aspects of concept, design and photo selection for catalogues and brochures. Maintained a cohesive look respecting the bank’s identity rules while offering new approaches on how to display data in a more non-linear way. Created bank forms with more pizzaz striving to avoid the typical cluttered ones.
MARIO HERNANDEZ MARROQUINERA • International Leather Company.
• Handled photo direction, management and edition which was necessary to enhance the visual properties of the leather products. Challenge met: I was able to design a great looking catalogue with an old computer running Windows 3.1 as well as with extremely outdated software while meeting printing requirements within proposed budget.
MR PRODUCCIONES • Productions Agency.
GAIRA CAFE • Restaurant • Café.
CINET • First Film Information Website in Colombia.
TALL • The Pantyhose Company.
SHOCK MAGAZINE • Leading Fashion and Trends Magazine (Digital Collaging and photo edition performed).
QUALIFICATIONS • TALENT MEETS PASSION // A MULTI-FACETED CREATIVE
Abilities in abstract conceptualization and visualization with a willingness to convert a notional vision into an actionable conceit that can be communicated to inspire others, effectively reaching the target audience.
My assignments include: Initial conceptualization based on provided information or communications with client, classic and digital illustration, classic and digital design, name creation and copy writing in two languages, promotional and sufficient marketing knowledge, pre-production (file preparation to meet excellent printing quality standards), coordination and synchronization with parties involved in the creation of complex projects, experience with special printing techniques and PDF workflows.
Creation, printing and digital supervisison of: Logos & Entire Corporate Identities, Catalogs, Brochures, Magazine/Newspapers Layout and Multi-Page Documents, Ads, Data Sheets and Forms, P.O.P. Displays, Packaging + Product Development, Direct Mail, Posters and Large Format Graphics, Flyers, Customized Presentations (Digital or Printed), Photography and Photo Manipulation (grade A), Book/CD Covers, Websites (Concept Design), Email Pieces/Campaigns, White Papers, Induction and Educational Material.
My love for technology (hardware and software) keeps me in the know-how while being an asset to supervise purchases of equipment to meet several graphical and technical criterias (when required), while, in occassions, making specialized computer upgrades myself. A fine-tuned computer is essential to beat tight deadlines.
QUALIFICATIONS:
15+ Years of Professional
Graphic Design & Production
Specializes in taking projects
from concept, through
design; photography,
pre-production, printing,
assembly and packaging into
final deliverables to client.
Bi-Lingual (Spanish & English) with clear understanding between Spanish variations according to native country.
Multiple Award-Winning Artist (Illustration + Design).
Strong Artistic Background,
Corporate & Brand Identity &
Digital Imaging/Manipulation.
Expert Software and Hardware Knowledge.
SOFTWARE SKILLS:
MAC OS & Windows OS
ADOBE CREATIVE SUITES - CC
- Photoshop/ImageReady
- IIlustrator & Vector Tools
- InDesign & Plug-Ins
- FireWorks
- Basic Dreamweaver
- Corel Painter Basics
- Video /Motion Programs Basics
- Video Conversion (Codecs)
- Critical Data Recovery Software
- Corel Suites 8 - X4
- MS Office
- Classic PageMaker
- Classic Freehand
- Streamline
- Dimensions
- Mac iLife Suite
- Mac iWork Suite
- Classic Micrografx Suite (iGrafx)
- Classic AppleWorks
- Multimedia Software Basics
SPECIAL KNOWLEDGE:
ADDITIONAL SOFTWARE
KPT 2, 3, 5, 6 & Collections
Corel Knockout (masking)
Vertus Software (masking)
Extensis Tools, Xaos Tools
Flaming Pear Tools
DigiEffects Euphoria Tools
Eye Candy Tools,Vertigo Filters, Panopticum, NIK Effects Filters
Auto FX Suites,TextureScape, TextureShoP and many more.
Strong knowledge of Sciences, Biochemistry, Medicine and technologies applied to the health, fitness, beauty markets, and pharma fileds.
Knowledge of socio-cultural and psychological trends - especially applied to projects where deep conceptual work is required.
EDUCATION • A CREATIVE IS BORN // IN PURSUE OF KNOWLEDGE - A NEVER ENDING EXPLORATION
• JORGE TADEO LOZANO UNIVERSITY • Bogota - Colombia < 1997 >
Certificate Digital Pre-press and color basics. (Grade: A+).
• JORGE TADEO LOZANO UNIVERSITY • Bogota - Colombia < 1992 - 1997 >
Bachelor of Fine Arts in Graphic Design & Visual Communication (Grade: A / Best in Class).
• GRAFILETRAS • Bogota - Colombia < 1995 >
Vector Drawing & Design with Digital Tools.
• STIFTISCHES GYMNASIUM • Dueren - Germany < 1991 >
Graphic Design Basics.
• MARTENOT ACADEMY • Cali - Colombia < 1982 - 1989 >
7 years Junior Art Degree in Fine Arts, Painting Techniques; Form and Color Application (Honors Achieved)