About me
Hi, I'm Paula!
I'm a publicist with a focus on graphic design, currently based in Cali, Colombia. I love diving deep into every project before designing — I research, combine strategy with aesthetics, and create pieces that not only look good but truly make sense.
How I think and how I work
As a brand strategist and advertising designer, I understand that design is not just about making things look pretty. Every graphic piece I work on must fulfill a concrete communication objective. That's why my creative process always starts with research and a deep understanding of your context.
I also deeply enjoy drawing and art. It's my favorite way to create and express myself. I love developing my own characters and building entire universes for them, but I'm also passionate about illustrating things that hold meaning for other people. It's the space where I experiment, disconnect, and keep building my identity as a creative and as a human being.
Cali, Colombia
Advertising with a graphic design approach
Drawing, illustration, and character creation
Publicist first, designer always
I introduce myself as a publicist in Cali because my training gives me a broader view of the creative process. For me, every graphic piece must be born from a clear strategy.
Before opening any design software, I sit down to rigorously analyze:
- Your brand's manual and deeper identity.
- The market environment and competition.
- Who we're truly speaking to.
- The impact you want to see in a couple of months.
This allows me to give you solid foundations. Design is never an isolated whim — every shape and color becomes a narrative that firmly connects you with your ideal audience.
Translating complex ideas into visual communication
Although I think like a publicist, I act as a graphic designer for you, focusing on bringing those strategies to life flawlessly. I believe that a well-crafted visual identity is the best asset you have to convey the undeniable purpose and value of what you offer to the world.
When I take on the design role, my mind prioritizes clean lines, elements that reflect your core values, and above all, aesthetics that stand out and impact anyone who sees them on the street or on their screens.
This means carefully organizing visual hierarchies, meticulously curating every typeface, and choosing the ideal color for your industry. All with one goal in mind: crafting a message that captures attention in three seconds on social media feeds or hallways where attention is today's greatest challenge.
Building brands that stand the test of time
One of my favorite approaches is sitting down with you to build brand strategy. Today, everyone competes in a sea full of marketing noise, which is why your business needs to be built consciously, with an unforgettable personality.
I often explain to my clients that a brand is bigger than its logo. It's the whole vibe, the promise we deliver, the trust and reputation in word of mouth. My strategic work is to link each of these branches so that none speaks in the opposite direction of the other.
If your brand says "A," I build a graphic system where every element reinforces that same message, without improvisation or visual noise.
360° Creativity: my analog and digital world
This integrated role as an advertising designer is strongly based on balancing the analytical with the soul of pure art. When approaching campaigns, social media, or corporate internal communications, I work to keep everything connected — a symbiotic global design — while allowing myself aesthetic freedoms to refresh the brand from monotony.
From drawing to corporate design
Drawing is one of my favorite ways to create. I love developing my own characters and building their universes, but I also illustrate things I'm passionate about or that mean something to others. It's a space where I experiment, disconnect, and keep building my identity.
My Professional Journey and Achievements
I always make sure my passions are framed within analytical commercial responsibility. My training in advertising strategy and art direction allows me to combine analytical thinking with visual sensitivity in every project.
This entire philosophy about how I see my vocation and the market led me to win nationally the prestigious Effie Awards (College Gold), a recognition of maximum effectiveness in my strategies — a trophy for design that sells rather than being just something beautiful and unproductive.
To bring all of this into the real world, I efficiently use my favorite allies for my graphic ecosystem: 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.