When I'm not scouting the streets of Berlin for my next art project, I'm actually a kick-ass communication strategist, and have worked in Berlin for many years as brand and campaign manager for exciting, young brands. I put together strategic brand guidelines, that leave everyone working with the brand knowing exactly what to do (and what not to do). Clear brand guidelines are key to having a successful, unique brand that sells. It allows for a coherent communication strategy and impactful campaigns, that showcase appealing content, that their target groups can relate to. Prominent brand values help the customer make that decision to buy - it's simply easier when they know exactly what the brand stands for. Brand recognition allows them to connect that positive experience to your brand, to find your product better amongst others next time, and have that same positive association again. And this, my friends, builds trust. And then it becomes about nurturing that fragile relationship. 

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Happy customer, happy life. Right? 

 

Studying International Affairs in Madrid in my early twenties, gave me a great understanding of the disruptive effects globalization has on the global economy, and consequentially on our societies, our pop culture, art, everything really... as recently put by Alexander Wang with his movie title "Everything, all at once, everywhere." Although I'm not implying that we're living in a meta verse!

 

I absolved my Bachelor in Madrid and then moved to Berlin and spent a couple of years working for the non-profit organizations betterplace.org and Amnesty International. After realizing that I didn't see my future in that sector, I moved back to Spain and co-founded a company there in spring 2011, designed to export renown Spanish food labels to eastern European markets. In 2013, it entailed moving to Barcelona to be closer to local producers, since we were creating a brand of our own to scratch margins, and showcase the most appealing portfolio for our eastern retail clients. I enrolled in a Masters degree in Branding. I knew then and there that my future was in branding and art - anything ranging from brand creation, to art direction and brand campaigns... that's what I'm all about.

 

It's what I went on doing a couple of years later, and still love doing until this day.