branding, photography and styling.

Formed as a designer and photographer at the University of Navarra and now based in Madrid, my work spans

I've always been drawn to the idea that an image can make you feel something before you understand why.

For me, photography is an emotional language and color is one of its most powerful words. Not just as an aesthetic choice, but as something intentional that tells a story. I enjoy studying how specific hue combinations can affect mood, attention, or memory. And that same understanding of color as an emotional tool has become a key of how I build brands , shaping identity not just visually, but sensorially.

I think of what I do as experience design: building narratives where nothing is accidental, and where the feeling you're left with was always the starting point.

MY METHOD

I start with questions.

Lots of them.

What is this ?

What does it do and for whom?

Are there others already doing it? How?

What are people's needs, frustrations, motivations?

Then I leave the questions behind for a bit.

If I think too much, I create nothing.

So I try things, mix ideas, sketch, erase. The goal is to generate.

After that, I filter and I start testing if the idea works.

Am I conveying the right values?

Is it relevant and useful?

Is it memorable? Does it make sense?

Is it easy to use?

Does it actually reach the people I'm designing for?

Finally all becomes real.

No more questions , just execution. I focus on making sure every detail is right and the final result is as strong as the idea behind it.