Brand · Product · Direction
Art Director, Product Designer, Creative Director
I've directed art since 2002 and designed digital product since 2021. Film posters, brand identity, design systems and apps. I design and I write the code — this page included.
+24
Years in art direction
+5
Years in product design
Available · Sevilla
01
Four ways into a project. In all of them: few meetings, an early prototype, and a handoff as close to production as possible.
I scope the brief with you, explore visual directions across several models, and carry the chosen one all the way to the browser: laid out, responsive and deployed on your domain. This page was built that way.
Includes
Color, type and spacing tokens, a component library in Figma, and the documentation that keeps it alive. I built it this way for InsuranceTrak, at Z1.
Includes
Logo, palette, typography and iconography, plus the manual and files your team applies without needing me. Brand, investor deck and website for Tremor and Frontier Risk.
Includes
Campaign concept and execution: visual territory, key visual and its rollout to poster, product graphics, retail and digital. I direct photo shoots, illustration and retouching, and oversee final art. Junta de Andalucía, Carrefour, Renault and Sherry Wines DO.
Includes
Four phases, from the first conversation to a domain in production.
Intent
The problem
Generation
100 options
Direction
1 decision
Production
Intent
The problem
Generation
100 options
Direction
1 decision
Production
03
— Straddling art direction and product design.
— Variables and tokens in Figma, multi-brand theming, component libraries and documentation that scales across platforms.
— Concept, visual territory and campaign direction, from photo shoot to final art. The Las Gentiles poster and the Días de Viejo Color exhibition for the Junta de Andalucía.
— I use Claude and VS Code daily: to open up directions early, and to lay out at the end. The judgment I apply is the same I used with printed sketches on a table.
— From identity to the components, tokens and pages a team builds and maintains. Bardo went from logotype to an iOS app along this path.
04
4 references
— Creative directors, founders and producers I've shared a project with.
Working with Pablo was a pleasure — a committed, versatile designer and a thoughtful collaborator.
Creative, reliable, and always ahead of the curve. Highly recommended!
Pablo combines expertise, craft, and experience in perfect balance.
Takes ownership by solving problems while meeting client's expectations. You can rely on him.
