Carlos Segundo Gutierrez García

Branding and identity for the institution and its products. Art direction for 360º campaigns and adaptation to all its formats: commercials, banners, billboards, press, digital banners, and graphic applications in the network of 500 branches. UX/UI sketching. Visual direction for institutional events such as Digital Summit, Empuéblate, or Carrera Solidaria...

Integral brand system for Pindio, a Cantabrian specialty coffee roaster that wanted to build its identity from scratch, starting with the name itself. The concept was anchored in a little-known Cantabrian word —pindio, steep terrain— which connected two ideas at once: the product's geography and a rebellious attitude against the dominant minimalism in the premium sector. I designed the naming, the identity, the packaging for a range of five origin coffees plus two special variants, editorial materials for points of sale, a home tasting kit, and the merchandising line. The system is built on an ascending diagonal that runs through all compositions and a cast of five illustrated characters, one for each origin, reinterpreted from Cantabrian folklore.

For two years, I was in charge of the image and design section within the communication and marketing department at the software company Ártica Soluciones Tecnológicas. During this time, I performed all kinds of tasks, mainly graphic design, web design, and visual layout design, UX/UI.