About me
Hi, I'm Paula!
Advertiser and graphic designer in Cali. I dive deep into every project before designing — combining strategy with aesthetics to create pieces that make absolute sense.
Advertiser first, designer always
My background in advertising strategy and art direction gives me something beyond pretty design: I understand why each piece works and how to move it within a real strategy. Before opening any software, I research your brand, your market, and your audience.
For me, design is never an isolated aesthetic whim — every shape, typography, and color must connect with something true to your brand and generate a concrete impact on whoever sees it.
Specialties
Creative ecosystem
Tools I master
Analog side
Drawing is my way
of thinking
Before becoming a digital designer, I was (and still am) a person who draws. I love creating my own characters, building their own universe, their personalities, their stories.
That analog space is where I experiment, disconnect, and continue building my identity as a creative. And it's also what makes my eye for composition, color, and visual narrative different from someone who only works on a screen.
Drawing feeds design. Always.
How I work
My creative process
Research
I analyze your brand, your competition, and your audience before opening any software. Design without context is just decoration.
Strategy
I define the visual narrative that connects your brand promise with your audience in an authentic and memorable way.
Design
I execute with precision: visual hierarchy, typography, color, and composition at the service of a message that hooks in 3 seconds.
My Career
Professional Journey
& Awards
I always ensure that my passions are framed within commercial analytical responsibility. It is the goal of my training in advertising strategy and art direction that allows me to combine analytical thinking with visual sensitivity in every project.
This entire philosophy about how I view my vocation and the market led me to win the prestigious national Effie Awards (College Gold), a recognition of maximum effectiveness in my strategies; a trophy for design that sells rather than just being something beautiful and unproductive.
To bring all this down to the real world, I use my favorite allies for my graphic ecosystem with great efficiency: the Adobe Creative Cloud suite (Illustrator, Photoshop, InDesign) and Figma to develop advanced branding projects.
Ready to bring your project to life?
If you're looking for a creative ally who understands design and strategy, let's talk.
Tell me about your business and let's find the best way to communicate it to the world.
