Creative Director & Brand Strategist
I turn business complexity into brand clarity.
With ideas, clear communication and, above all, powerful visuals.
I approach it from four angles: Strategy, Creativity, Design and Generative AI.
With one goal: making what we build together have a real impact on your business.
How I can help you
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our team handles the volume, and handles it well. That's never the problem.
The problem is the project that needs a concept and forces them to stop producing for three weeks. That, or a large agency comes in with its retainer, its ramp-up and its need to sign everything in front of the committee.
There's a third option. I come in on that project alone, solve the route and hand over the foundations. Your team finishes it and presents it.
And takes the credit.
Got a project that's stuck?
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Headquarters designs for one market. Usually not yours.
What reaches you is a framework listing what can be touched and what can't, with nobody here qualified to decide where the real limit sits.
I ran Olympus communications for Spain, Italy and Portugal for over twelve years. Adaptations, regional sub-campaigns, launches and European pieces in several languages.
Adapting isn't translating. And one of those campaigns born here ended up being adopted globally.
Has something arrived from HQ that doesn't quite work here?
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Internal communications, people, learning, institutional programmes.
You have a brand and you have a budget, but you're not in the central creative team's allocation. So every piece comes from somewhere different and the brand drifts without anyone ever deciding it should.
I covered exactly that role at Nestlé for years. Today I cover it at ESA BIC Barcelona.
Employee campaigns, conventions, learning programmes, environments and events. Direct, with no intermediaries.
Internal communication is the only kind your people can't scroll past.
Got something coming up?
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Some brands are still communicating what they were five years ago.
The business has grown, the offer has changed, you've entered new markets. And the image stayed behind.
It isn't an aesthetic problem. You're communicating a company that no longer exists, and that costs you every day. Quietly.
Rebranding isn't changing the logo. It's changing how you're seen and how you're understood. It's making sure that when someone lands on your site, you're the obvious choice over the competition.
Strategy, identity, communication and image. With a clear before and after.
Shall we talk?
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I develop creative routes in parallel to your in-house team. Uncontaminated: just the brief and the parameters, without seeing anything you've done.
An outside perspective, an alternative route ready to present, and complete confidentiality. You sign it.
That's how the MoraBanc identity worked. And Banco Mare Nostrum.
And if the client is in life sciences, I bring the regulatory judgement too: making sure the idea survives scientific and legal review, which is where most of them die.
Got a pitch you can't afford to lose?
Behind me, there’s a studio.
HOW is the structure that lets me offer the closeness, agility and senior judgement of a direct partner, while scaling a specialised team under my direction whenever the project calls for it.
I could explain what I do in four separate areas. But what I really offer is making all of them work together.
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I clarify, redefine and build brands. From positioning to visual identity, with a system built to hold up everywhere it's going to appear.
It's almost never a logo problem. It's almost always a brand still describing a company that no longer exists.
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I use generative AI in real production: product integration, recreations, documentaries, tutorials, spots, films and infographics.
It isn't a tool I teach. It's how I work. It means exploring five visual routes where two used to fit, and going further on the same budget.
The tool doesn't replace judgement. It multiplies whatever judgement is already there.
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Concept, campaign, art direction, photography and film, at the standard a brand needs when it can't afford to look like one more.
One person from start to finish. Whoever thinks the idea is the one who executes it.
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I come in on the one project that's blocking you. I solve the route, develop it and hand your team the foundations to finish it internally.
No annual retainer, no account layer, and no competing with anyone for internal credit.
And when you present it, the credit is yours. Which is how it should be.
Broad experience across brands, corporate environments and high-demand projects.
Talks
I work, observe, learn, filter and then I share.
I talk about creativity, branding and Generative AI from real experience.
If you have an event, a team session or a training programme where this could fit, let’s talk.
“Alex can cover the kind of needs that companies usually turn to a large agency for.”
“He brings together creative vision and strategic judgement, adding clarity and value at critical moments.”
“He understood our needs and transformed them into a brand with talent, elegance and sensitivity.”
“His ideas helped grow the audience and expand the client base.”
Does this sound familiar?
Your business has evolved, but your communication and visual identity have been left behind.
You feel your communication department is not visually strong enough.
Your creative team is overloaded. Or maybe you simply need a fresh, senior point of view on an important proposal.
