I design brand and products, starting with the problem behind them.
Product and brand designer building AI-driven enterprise tools and the design systems behind them.
Problems I solve
Two halves of the same job: brands that don't hold up, and products that get in the user's way.
Brand identity
Complete brand identities, from scratch
A company outgrows the look it started with. The work is good, the brand says otherwise, and high-value clients notice before anyone else does.
Identity systems teams can actually use
The logo is fine; everything downstream isn't. Ads, decks, and social all look like different companies because nobody documented how the brand behaves outside the logo file.
Design systems that speed up production
Every new landing page starts from zero. Marketing waits on design, design rebuilds the same components, and the site drifts further from the brand with each launch.
Digital products
Redesigns that move the numbers
Traffic comes in and sales don't follow. The money is going into acquisition, but confusing navigation loses people at the moment they were ready to buy.
Information architecture for complex catalogs
Users can't find what they came for. Deep, technical inventories get buried under dropdowns that assume the user already knows the taxonomy.
Design systems built with engineering, not handed to it
The build never quite matches the design. Developers guess at spacing and states because handoff was a file, not a system, and nobody checked the result against the spec.
Brand identity
Complete brand identities, from scratch
A company outgrows the look it started with. The work is good, the brand says otherwise, and high-value clients notice before anyone else does.
Identity systems teams can actually use
The logo is fine; everything downstream isn't. Ads, decks, and social all look like different companies because nobody documented how the brand behaves outside the logo file.
Design systems that speed up production
Every new landing page starts from zero. Marketing waits on design, design rebuilds the same components, and the site drifts further from the brand with each launch.
Digital products
Redesigns that move the numbers
Traffic comes in and sales don't follow. The money is going into acquisition, but confusing navigation loses people at the moment they were ready to buy.
Information architecture for complex catalogs
Users can't find what they came for. Deep, technical inventories get buried under dropdowns that assume the user already knows the taxonomy.
Design systems built with engineering, not handed to it
The build never quite matches the design. Developers guess at spacing and states because handoff was a file, not a system, and nobody checked the result against the spec.
Recent work
Select a project to read the full case study
About me
About me
I'm a product and brand designer with +4 years of experience across enterprise AI tools, e-commerce platforms, and design systems.
Most of my work happens before anything gets designed — talking to the people who'll use the thing, understanding how they work today, and letting the design follow from that. On the brand side, I treat identity as a trust problem more than a visual one: what a company sounds like, and how it earns credibility before it has a track record.
The two meet in design systems. I build them with engineering rather than handing them over, and stay involved through design QA so what ships matches what we designed. Right now I'm specializing in design systems for AI-driven products.
Working remotely from Mexico.
I'm a product and brand designer with +4 years of experience across enterprise AI tools, e-commerce platforms, and design systems.
Most of my work happens before anything gets designed — talking to the people who'll use the thing, understanding how they work today, and letting the design follow from that. On the brand side, I treat identity as a trust problem more than a visual one: what a company sounds like, and how it earns credibility before it has a track record.
The two meet in design systems. I build them with engineering rather than handing them over, and stay involved through design QA so what ships matches what we designed. Right now I'm specializing in design systems for AI-driven products.
Working remotely from Mexico.
About me
I'm a product and brand designer with +4 years of experience across enterprise AI tools, e-commerce platforms, and design systems.
Most of my work happens before anything gets designed — talking to the people who'll use the thing, understanding how they work today, and letting the design follow from that. On the brand side, I treat identity as a trust problem more than a visual one: what a company sounds like, and how it earns credibility before it has a track record.
The two meet in design systems. I build them with engineering rather than handing them over, and stay involved through design QA so what ships matches what we designed. Right now I'm specializing in design systems for AI-driven products.
Working remotely from Mexico.
What it's like to work with me
She grasps the vision immediately, with almost no explanation needed. Her attention to detail and her reliability on deadlines are impeccable; she takes design quality to a completely different level, beyond anything we expected.
She grasps the vision immediately, with almost no explanation needed. Her attention to detail and her reliability on deadlines are impeccable; she takes design quality to a completely different level, beyond anything we expected.
Viridiana Palma
Delivery Manager & Partner at Acueducto
Ready to start?
Four years across enterprise AI tools, e-commerce, and design systems.
Ready to start?
Four years across enterprise AI tools, e-commerce, and design systems.