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.
These skills have been strengthened through experience and this constant exploration in life. I have mainly been passionate about travelling and interacting with different cultures, hospitality, beauty, fashion, and food, especially how it lives in restaurants.
My obsession with hospitality has become my research laboratory. I have ranked, itemised, and audited what makes a meal significant in:
845 and counting hospitality audits
Not as a critic, but from a confirmed belief that each touchpoint from how you make a reservation to the moment a plate lands in front of you, is a designed experience. That's the lens I bring to every project I touch.
In these hospitality venues, I experience and break down why a brand feels right. I analyse the friction, the lighting, pacing, and service. Not particularly as a critic, but from a confirmed belief that each touchpoint is a designed experience. From how you make a reservation to the moment a plate lands in front of you. That’s the lens I bring to everything I make.
The Practice
I translate real-world market research into tangible impact for brands across hospitality, beauty, fashion, and lifestyle. I identify what works by combining a global perspective with data & logic. I help brands navigate the space between who they are and how they resonate. Ensuring that every visual touchpoint translates quality into a measurable market advantage.
What makes dining so special for me is not only the food, but the people at the table. For the enjoyment, connection, connection and the “sobre mesa”, lingering at the table far longer than just to eat. It brings people together, and we should be closer together.
Putting into practice what I have learned, I have replicated this magic I love so dearly as the host.
