I design corporate identity systems for large B2B organizations — through a New York brand consultancy. Brand programs for the NFL, CommScope, Prysmian, symplr and Hofstra. My work is making complicated companies legible.
An unsolicited rebrand of a public system that riders use every day and nobody has bothered to design well. Identity, wayfinding, and a system built to survive a thousand hands.
Naming, identity, brand architecture, packaging and a working guideline set — the full consultancy process, run solo, from blank page to production-ready files.
Crest, typography, kit, matchday graphics and a system that holds together from a stadium banner down to a phone screen. Where brand rigor meets the terraces.
Three posters fusing Colombian players with the country's native fauna. Drawn, composed and finished by hand. No AI anywhere in the process, and that's the point.
A template kit for football content that ships fast without losing the craft. Two years running, built around a real audience.
Brand programs for global clients across sports, healthcare, enterprise software, industrial energy and higher education. Concept, identity design, and extending visual systems into new applications. Remote, async, across time zones.
Communications and campaign design for a public utility serving over two million people.
Seven years leading brand and identity work for clients across Colombia, the United States and Canada — among them It's a Box (Winnipeg), Screen Printing Northwest (Everett, WA) and Pueblo 57 (Cali). Concept through delivery, and the team that got it there.
A sports design project built on craft over speed, with a real and growing audience. Every piece drawn by hand — no AI, and that's the whole point.
Four years of brand programs, nearly all of them for B2B companies at an inflection point — a restructure, a merger, a shift in category. Healthcare, enterprise software, industrial energy, higher education. Large, complicated organizations that were badly understood. My job was to make them legible.
My role was consistent across all of them: concept and sketch development, brand and corporate identity design, and extending the resulting visual system into new applications.
The work belongs to MBLM and their clients, so I don't host it here. They publish it themselves — see it at the source.
Also Westfield, PPL, 3Pillar, Accolite, Forge, and others across behavioral health, financial marketing, workforce training and document processing.
See the agency's full portfolio ↗I make brands look like themselves — identity systems, editorial, packaging, and the unglamorous production work that makes any of it actually ship.
Most of the last four years went to a New York brand consultancy, on global accounts. I know how to work inside someone else's system, hit a deadline in another time zone, and hand off files that don't come back.
On my own time I run @elgraficorojo and build the projects in the grid above — the ones where I get to be the client. That's where you'll actually see how I think.