designer by day
Blues italian pesto pink floyd 80’s movies frank miller enjoyer
Blues italian pesto pink floyd 80’s movies frank miller enjoyer by night
by night
I’m Adrian, I was born in Gran Canaria and studied design in Madrid.
From branding design to UX/UI and strategy, I’ve worked with different teams & companies wich gave me the holistic approach that I print in what I do. I like brand consistency, efficient workflows and nice relationship with clients.
I have the privilege to teach Graphic Design, Web design & Illustration at COCO School
in Madrid
in Madrid
1. Research:Building on Insights, Not Assumptions
Every project starts with deep research—interviews, competitor audits, and audience mapping. I like to ask the "whys" before the "hows,". This phase isn’t just data collection it’s about cutting through the noise. When we nail the enviroment, the customers, process and the “why” early, everyone breathe easier (no more “wait, that’s not what I meant!”), everyone works smarter (no endless revisions), and projects move faster. It’s like packing for a trip together: if we agree on the destination first, we won’t end up with flip-flops in a snowstorm. Less stress, more progress—and way fewer emails.
2. Naming: Finding the “Aha!” Moment Together
A logo is just the handshake. I focus on building a whole identity and the systems that go along I start by asking simple but revealing questions: “How do your customers describe you?” and *“What’s the one feeling you want to leave people with?”* Through collaborative workshops, we jot down words (like “reliable,” “playful,” or “humble”) and ruthlessly trim them to three non-negotiables. For example, a sports brand might land on “Mighty. United. Relentless.”—guiding every font, color, and tagline. Every color, shape, typeface, and claim that come afterwards is intentional following the identity. Every detail works to make audiences think, This gets me.
3. Brand Foundations: Crafting Identities That Endure
A logo is just the handshake. I focus on building a whole identity and the systems that go along I start by asking simple but revealing questions: “How do your customers describe you?” and “What’s the one feeling you want to leave people with?” Through collaborative workshops, we jot down words (like “reliable,” “playful,” or “humble”) and ruthlessly trim them to three non-negotiables. For example, a sports brand might land on “Mighty. United. Relentless.”—guiding every font, color, and tagline. Every color, shape, typeface, and claim that come afterwards is intentional following the identity. Every detail works to make audiences think, “This gets me.”
4. Strategy: Building a Roadmap That’s Realistic
Strategy isn’t about buzzwords, it’s about answering three questions:
How do we fund this? How do we get noticed? How do we work smarter?
I break it down into a simple trio:
Revenue (Where’s the money?)
Awareness (Who’s listening?)
Efficiency (How do we avoid burnout?)
Together, we map out priorities on a “What’s Worth Doing Now?” grid sorting ideas by impact, effort, and time. No fluff, just clarity. For example, maybe merch sales fuel short-term cash, while partnerships brew slowly for bigger wins. It’s like packing a hiking backpack: essentials first, luxuries later. This keeps teams focused, budgets sane, and surprises rare.
5. Stylescapes: Aligning Visions, Saving Headaches
Imagine being able to have a peek at three possible futures for your project before designing a single thing. That’s the power of Stylescapes. I’m inspired by Chris Do’s team at The Futur using this technique where I craft visual narratives (I like to say “moodboards on steroids”) to answer: What if we go bold? Playful? Retro? For each project, I create 3 directions:
Mild (safe but fresh),
Medium (balanced innovation)
Spicy (unapologetically bold).
Clients react instantly “We love this color but hate that texture!” which means no more guesswork or costly mid-project pivots.
It’s like trying on outfits: quick, fun, and zero sewing until we agree on the look.
6. Copy, writing for people
Copy is your brand’s voice, It’s jokes (or absence of them) It’s claims and the conversations with the customers. I treat it like translating a personality: if your brand were a person, would it text in all-caps emojis or send thoughtful voice notes?
Copy is not only the “about me” in your website, every title, terxt and even the text of the buttons has to we looked at.When copy feels like it’s written for people, not at them, it doesn’t just sell—it builds trust, one genuine interaction at a time
know my process
My approach is a step-by-step journey: deep research to uncover the why behind a brand, strategy that answers how we’ll fund, communicate, and streamline, and design that prioritizes emotion over aesthetics. I use Stylescapes to align visions early, workshops to distill brand personality. Everything is tested, tweaked, and delivered with tools that ensure consistency.