I'm a Costa Rican, German, and Colombian strategist and creative director, and I've lived and worked across South America, North America, and Europe. This made me grow up knowing that to understand the world, one must be an active participant in it. My curiosity has led me to a life of constant exploration, which brings treasures I have welcomed into who I am and how I work.
My work and strategy is unique because my three main focuses can combine to ensure that every strategy has strong visual touch points that also translate into measurable market advantages.
Analytical Rigor & Data Insights
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With a background and BSc. Minor in Business Analytics, I use pattern recognition, forecasting, and data tracking to optimize brand strategy. Every aesthetic is not a guess, but a powerful choice anchored in commercial performance.
Psychological Lens
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Through a life-long drive to understand and connect with people, I am passionate about studies in neuroscience and behavioral psychology to understand why people connect with and choose certain brands. I co-founded INTROspective, an applied neuroscience and psychology club that grew to 80+ students across three countries, teaching high schoolers to learn how to speak the human mind.
Eye for Aesthetics & Design-Mind
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I am fluent in graphic design and creative direction, which allows me to translate my strategies directly from their visual identity and communications, to their packaging and events.
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