2425 W. 21st St.
Minneapolis, MN 55405
Communications/Marketing, Young Professionals
• Design for a Real World
• Multicultural Design
For the better part of my career, my work as a Creative Director, Art Director and Designer has focused on the general market. I am a cross-trained designer with a portfolio that includes; toy design and packaging, product development and design, retail design, entertainment design, textile design, event and experiential design plus all manner of print. The last few years have extended my capabilities to include interactive media, website design and development, social media strategies and app design.
I have produced multi-cultural campaigns for General Mills, Bank of America, Guaranty Bank, and Target to name a few. These projects have helped these companies celebrate communities of color.
I have also been fortunate to work directly in a creative capacity with many leaders of non-profit organizations including Casa de Esperanza; Centro; Centro de Salud; Planned Parenthood, (Entre Amigas Program); University of Minnesota, (Mujer Libre program).
I also work on many health and wellness projects focused on empowering Latinos via print and promotional material specifically designed to impart knowledge, resources and skills.
A responsibility I have taken on since the beginning of my own career as a creative is to share my knowledge and experience with young students entering the field of design and communications.
This summer I am volunteering as a coach/mentor for The BrandLab, (www.thebrandlab.org ). I have four High School students who I meet with once a week to check on their progress as marketing interns at the Diary Queen, Weber Shandwick, Carmichael Lynch, and Mall of America. Many of the students I engage with are young Latinos, and it’s a joy to see so many interested in media, design, marketing, and advertising.
I've been invested in the success of this organization since the fall of 2013 when I was invited to my first meeting by Luz Maria Frias. Those in attendance were all distinguished. Civic leaders, executive directors, foundation leaders, corporate V.P.'s, media owners and academic thought leaders filled the room. Headed by Mike Fernandez and Luz, the group was diverse in thought and agenda, yet focused on advancing at all levels the lives Latinos in Minnesota.
By early January, I was synthesizing surveys, exercises and the results of brainstorming sessions conducted by the members. Out of that work came a revised mission statement, core values and guiding principles. By May we had a new logotype which I designed as a san serif font with a data set graphic inside the letter 'O', which will help tell stories in an engaging way.
I truly believe LatinoLEAD is capable of making great strides in altering perceptions and rewriting the narrative, in affecting change at the policy level, in designing innovative solutions for overwhelming challenges — and all the while doing it with grace and aplomb.
As for myself, what matters to me is to ...
– remain civically engaged
– utilize best practices in my business allowing me to produce my best work
– incorporate wit and humor in all that I do
– stay curious, always
– impart two realities on the browning of America: 1. It presents the single greatest opportunity for businesses to expand their markets, and 2. It presents the single greatest opportunity for communities of color to flex their buying power.