About.
Twenty years designing products and brands — six of them at McCann on Coca-Cola and Unilever, five leading design across two media platforms with millions of readers, three building multi-role fintech and marketplace products. Now in Madrid, building and shipping my own AI-native products end to end.
I design like someone who has to ship it.
I build my own products end to end — interface, brand, and the code that runs them. That changes what I draw: I stop proposing things that die in handoff, and I know the cost of every state I invent, because I'm the one who has to implement it.
Systems outlive screens.
Two of my design systems have been running five years across web and mobile, through team changes and redesigns. A layout is worth something once. A system is worth what it saves every week after.
Most of my work is repeat business.
Clients come back across years and new projects — Exlibris since 2014, D-Tech since 2022, Coca-Cola renewing School Cup three years running. That's the metric I trust most, because nobody rehires out of politeness.
The 2021–2026 and 2022–2025 entries overlap because the work did: media platforms as the main engagement, D-Tech product work alongside it. Both were long-term, in-house engagements — not one-off projects.
A product team where design owns outcomes rather than tickets, and where shipping is the point. I'm most useful where the problem is multi-role and tangled: several kinds of user, several surfaces, and a system that has to hold them together without a team of ten to maintain it.
Based in Madrid. Open to product design and design lead roles, founding-designer work at early-stage teams, and selected client projects.