A brand people recognize before they read a word.

Your brand is the sum of every impression you make. I design visual identities that are distinctive, coherent, and built to compound recognition — across every surface your business appears on.

The real problem

You have a logo.
You don’t have a brand.

T H E   P A I N

Inconsistent visuals are quietly eroding trust in your business

Your logo looks different on your website, your Instagram, and your pitch deck. Your color palette was chosen years ago without strategy. Your typography is borrowed. Every piece of collateral your team produces looks slightly different. And the cumulative effect is that your brand feels like it doesn’t quite believe in itself — and neither do your customers.
T H E   S O L U T I O N

A complete visual identity system — built to last and built to scale

I design brand identities that are strategically grounded, visually distinctive, and systematized for consistency. Not just a logo — a complete identity system with the rules and assets your team needs to apply it correctly across every surface, every time.
What's Included

A brand system your team
can use with confidence.

Brand Strategy & Positioning
Brand personality, positioning statement, voice & tone principles, and competitive differentiation — the strategic foundation that makes every visual decision coherent.
Logo Design System
Primary logo, wordmark, symbol/icon, and all usage variations — horizontal, vertical, light and dark backgrounds — delivered in every format your team will ever need.
Color System
Primary, secondary, and neutral palettes with accessibility-tested contrast ratios — and clear rules for how each color is used in what context.
Typography System
Font selection, scale, weight hierarchy, and usage rules for headings, body, captions, and UI — across digital and print applications.
Brand Guidelines (PDF + Figma)
A complete brand standards document — the single source of truth for how your brand looks and sounds. Delivered in PDF for external partners and Figma for internal teams.
Brand Application Templates
Business card, email signature, social media templates, letterhead, and presentation deck — so your team can produce brand-consistent collateral from day one.
What you gain

A brand that earns trust
before the conversation starts.

Instant visual credibility
A professional, distinctive brand signals that you take your business seriously — which makes buyers take you seriously before a single word is exchanged.

Higher perceived value
Buyers consistently pay more for brands they trust visually. Premium brand design commands premium pricing — and makes your competitors' offerings look generic by comparison.

Scalable across markets
A brand system designed with flexibility means it works in English and Spanish, across digital and print, and adapts to new markets and product lines without a full rebrand.

Consistent brand application
Clear guidelines mean every team member, contractor, and partner applies your brand correctly — no more "off-brand" social posts or inconsistent pitch decks.

Faster content production
Brand templates and a complete design system mean your team can produce social graphics, decks, and collateral in minutes — not hours spent reinventing your visual identity.

A brand you're proud to send
No more hesitation before sharing your website or pitch deck. A brand you believe in creates confidence — and confidence is contagious in sales conversations.

The process

From positioning to
brand standards — in 4 phases.

01
Brand Discovery
A structured workshop exploring your business positioning, target audience, competitive landscape, and brand personality. I ask the questions that uncover what makes you genuinely different.
  • Week 1
02
Strategy & Moodboarding
Brand strategy document, positioning statement, and 2–3 visual direction moodboards. You choose a direction — I execute it with precision.
  • Weeks 1–2
03
Identity Design
Logo system, color palette, typography, and graphic language. Presented with rationale — every design decision tied back to the strategy. Review, refinement, and sign-off.
  • Weeks 2–5
04
System & Guidelines
Complete brand guidelines document, application templates, and final file delivery in all formats — vector, PNG, PDF, and Figma source. Your brand, fully systematized.
  • Weeks 5–6
Brand work

Brands built to be remembered.

B2B · Industrial · Colombia

Logistics Brand Identity

Complete brand identity for a Colombian logistics startup expanding into the US market. Logo system, bilingual brand guidelines, and digital-first visual identity.

Health · D2C · LATAM

Wellness Brand System

Brand identity for a wellness supplement brand targeting the Colombian and Mexican D2C market. Warm, trustworthy visual system with packaging design direction.

SaaS · Tech · US

SaaS Product Brand Identity

Visual identity for a B2B SaaS platform in the HR tech space. Minimal, professional brand system with a distinct color system for their product UI and marketing materials.

Personal · Creator · Global

Personal Brand Identity System

Brand identity for a UX design educator with audiences across US, LATAM, and EU. Logo, color, typography, and social media template system for consistent cross-platform presence.
What clients say

Brands that made an impression .

testi1
CEO & Co-founder, Tech startup, Colombia

We pitched 12 investors the week after our brand launch. Every single one of them commented on how professional and polished our materials looked. We closed our seed round that month.
“
author-blog
Founder, D2C brand, Mexico

Fer's brand strategy session was more valuable than the logo itself. For the first time we could clearly articulate who we are and who we're for — and the visual identity reflected that perfectly.
“
testi1
Marketing Director, SaaS company, Canada

The brand guidelines he delivered meant our marketing team, our developer, and our external agencies all produced consistent work from day one. One document that paid for itself a hundred times over.
“
Common questions

Brand questions.
Straight answers

Do you design for both digital and print?
Yes. Every brand system I design is tested across digital and print applications. Logo files are delivered in vector format (SVG, AI, EPS) for print and web-optimized PNG/SVG for digital. Brand guidelines cover both contexts.
What if I already have a logo but need the rest of the brand system?
A brand extension engagement is absolutely an option. I'll audit your existing logo and brand elements, then build the color system, typography, guidelines, and templates around what you have — or recommend a logo refresh if what you have is limiting the system.
Do you design in Spanish or just English?
Both. I'm Colombian and work natively in Spanish and English. For brands targeting Latin American markets, I bring cultural context that shapes both the visual decisions and the strategic positioning — not just a translation of English-language brand thinking.
How many logo concepts do you present?
I present 2–3 distinct visual directions at the concept stage — each with a clear strategic rationale. I don't present 10 options as a guessing game. Every direction is defensible and strategy-aligned. Rounds of refinement are included after direction selection.
Build your brand

Ready for a brand that makes you unforgettable?

Book a free 30-minute brand discovery call. We’ll map your positioning, identify your visual direction, and define what makes you genuinely different.

Available for remote projects globally · Barranquilla, Colombia (GMT -5)

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