Category Graphic design

Conejo en la Luna – A socially-driven enterprise

Conejo en la Luna is a company that sells artisanal food products, made mostly by women who work in rural parts of Mexico. My work with this project was to design the visual identity, packaging and other communication products for the company.

The brand positions the product with other gourmet products, and communicates the social mission of the company: to bring the products made by small producers to larger markets, where their products can be bought at higher prices. Part of the sales are invested into training programs that ensure the producers comply to quality standards.

Project website:

MIT IDEAS Global Challenge

Since 2012, i’ve had the privilege of volunteering for the MIT IDEAS Global Challenge, ran by MIT (Priscilla King Gray Public Service Center), designing the visual identity of this group, plus the program’s award ceremony every year.

The visual identity is composed of various dots that represent the different activities undertaken by students, as they propose innovative solutions to global challenges in agriculture, water, environment, health, mobile, education,  and economic development in countries around the world.

Museum signage proposal

For a Mexico City museum, i was invited to present a proposal for signage. I developed the wayfinding iconography, and related signage, but also proposals for the museum´s educational activities and related materials, thinking of how returning visitors might experience the museum as well as first-time visitors . Although the project didn´t come to fruition in the end, it was a great experience to think of the complexity of people moving through space, and also getting a sense of an overall institutional identity.

Poster for Triennial Arts event

As part of a competition, my poster was selected as one of the six winning entries that promoted the 2009 Second Poli/Graphic Triennial in Puerto Rico for the duration of the event.

I chose to represent the triennial’s Latinamerican theme by doing a ‘post-it’ map of the continent and hand-drawing the typography, contrasting digital and analog references.


Gallery guide and exhibition graphics

This project dates back to 2002, in Minneapolis. The challenge was to create the graphic materials for the Walker Art Center‘s Walk Around Time: Selections from the Permanent Collection exhibition and a gallery guide that provides more information about the artworks and artists in the exhibition.
The result: A graphic identity for the exhibition was created that reflected the timeframe of the artworks in the galleries. A two-sided gallery guide was created that reflected this time-bound identity.

One side provided information about the artworks and mapped them according to the three curatorial tours of the exhibition. The back side provided personal information about the artists and mapped their respective cities where they were born, where they studied, and where they exhibited work. It became evident through this map that New York was the 20th century art capital of the world that connected most artists at some point in their careers.