Studio.

He always starts with the inventory: what carries the client’s name today and what state it is in. The concept comes from there, not from a moodboard. He prints before approving and writes the guidelines while designing, not afterwards.

He designs the interface and builds it himself, so there is no translation or handoff to get lost. The design variables in the guidelines and the ones in the code are the same file. He measures performance before delivering and leaves the repository documented so the client can carry on without them.

He sorts out the business before touching the channels: what it sells, to whom, with which message and where. He leads marketing strategy and communication, and coordinates implementation with design and development so every campaign is measured from first contact to sale. He also leads Mamás Seguras, an ADISIV initiative with international reach, directing campaigns, content and partnerships.