I am a senior art director and graphic designer with over 25 years of experience. I earned my Bachelor of Science and Arts in Design from Universidad Autónoma Metropolitana (UAM) and have led branding, packaging, and UI projects for major brands and startups. I am currently expanding my professional opportunities, focusing on graphic design, brand maintenance, and branding development for small to mid-size companies. Today I work largely as an independent practitioner, collaborating on corporate identity, brand creation, and packaging design. I have partnered with a wide range of clients across IT and consumer goods, including IBM, Microsoft, Hisense, Samsung, CompaQi, HP, and leading brands in the BIMBO and Unilever portfolios. I am passionate about flexible, cross-disciplinary work that strengthens brand value through cohesive visuals and strategic branding.…

Alfonso Ortega

I am a senior art director and graphic designer with over 25 years of experience. I earned my Bachelor of Science and Arts in Design from Universidad Autónoma Metropolitana (UAM) and have led branding, packaging, and UI projects for major brands and startups. I am currently expanding my professional opportunities, focusing on graphic design, brand maintenance, and branding development for small to mid-size companies. Today I work largely as an independent practitioner, collaborating on corporate identity, brand creation, and packaging design. I have partnered with a wide range of clients across IT and consumer goods, including IBM, Microsoft, Hisense, Samsung, CompaQi, HP, and leading brands in the BIMBO and Unilever portfolios. I am passionate about flexible, cross-disciplinary work that strengthens brand value through cohesive visuals and strategic branding.…

Available to hire

I am a senior art director and graphic designer with over 25 years of experience. I earned my Bachelor of Science and Arts in Design from Universidad Autónoma Metropolitana (UAM) and have led branding, packaging, and UI projects for major brands and startups. I am currently expanding my professional opportunities, focusing on graphic design, brand maintenance, and branding development for small to mid-size companies.

Today I work largely as an independent practitioner, collaborating on corporate identity, brand creation, and packaging design. I have partnered with a wide range of clients across IT and consumer goods, including IBM, Microsoft, Hisense, Samsung, CompaQi, HP, and leading brands in the BIMBO and Unilever portfolios. I am passionate about flexible, cross-disciplinary work that strengthens brand value through cohesive visuals and strategic branding.

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Language

English
Advanced
Spanish; Castilian
Fluent

Work Experience

Art Director at LOGICAL CONCEPT
May 1, 2007 - October 1, 2016
Specializing in corporate identity, logos, product brands, and packaging; crafting collateral such as brochures and electronic product imagery; UI design for software and interactive promotional platforms; design and maintenance of corporate websites.
Senior Designer at FOIC - LECANDA
August 1, 2006 - June 1, 2007
Development of packaging for consumer products; packaging design for Unilever Netherlands, Ricolino products, and BIMBO Group; packaging design for Quaker State; concept design for the Cheese Chalet brand of Sigma Foods Mexico.
Senior Designer at COLORFAST / THINKFAST
January 1, 2004 - December 31, 2006
Design and production of the corporate magazine for Danone; design and production of the corporate magazine for Gillette (pre-P&G merger); design of displays for Sonrics; tropicalization of the Sony/Tristar Pictures movie catalog; development of POP materials for the Spider-Man DVD release and other Latin American market materials.
Senior Designer / Consultant at ARTENATIVA
January 1, 2003 - December 31, 2003
Consulting and support in marketing, statistical evaluation for Ericsson de México; logistic printing work.
Founder / Art Director / Lead Designer at BISDIS
January 1, 2001 - December 31, 2002
Corporate identity for Global Armor and EPEL blindajes; label design for flavors of soft drinks at Fersan Puebla; 'on the counter' containers for Rayovac.
Lead Designer at AVIMED
January 1, 2000 - December 31, 2001
Flash animations for Novartis and Bayer.
Senior Designer at CIRCULO GRÁFICO
January 1, 1995 - December 31, 2000
Design of press releases for Mexico's Presidency of the Republic; Chiapas annual report; Andrea Bocelli concert materials; Campbell’s SPLASH materials; packaging and labels for José Cuervo brands, among others.
Lead Designer at SOL DE MÉXICO / ESTO
January 1, 1994 - December 31, 1995
Design of special editions for OCESA concerts; collectible editions: 'Toros y Toreros' and 'History of Football'; infographics for journalistic events including the assassination of Luis Donaldo Colosio and Alfredo Ruiz Massieu.

Education

Bachelor of Science and Arts for Design at Universidad Autónoma de México Unidad Xochimilco
January 1, 2006 - January 1, 2011
Technical Degree in Graphic Design at EDG Coyoacán
January 1, 1991 - January 1, 1994

Qualifications

Microsoft Office 360 Certification
January 1, 2007 - January 5, 2007

Industry Experience

Software & Internet, Media & Entertainment, Professional Services, Consumer Goods, Manufacturing, Retail
    uniE621 The brand sells itself.
    Client: HISENSE® Project: Internal branding & creative campaign HISENSE is one of Asia’s top 100 companies and a global leader in LED and Smart TV manufacturing. I collaborated with the company to design an internal branding campaign focused on strengthening employee engagement and brand loyalty through heroic character-driven storytelling and motivational communication. The campaign contributed to a 16% reduction in employee turnover within six months.…
    uniE621 Brand Segmentation for New Audiences
    Client: SAMSONITE® Project: Catalogs, product labels, POP, sub-branding & in-store communication I led the development of communication and sub-branding for SAMSONITE Mexico’s school products division, targeting children (6–12) and teenagers (12–18). The project included creating segmented brand identities, colorful retail assets, catalogs, and the KIDS PROOF / TEENS PROOF product positioning system, clearly communicating features and benefits while strengthening market differentiation. The success of the program expanded into additional SAMSONITE product lines. graphicdesigner branding illustrator logo photo…
    uniE621 Brand as a New Consumption Habit
    Client: JOSE CUERVO® Project: Twin Pack packaging, illustration, POP & retail displays I developed multiple brand assets for JOSE CUERVO, including POP, displays, labels, and promotional materials, during a pivotal moment when tequila was transitioning into a mainstream social drink. The flagship piece was the Twin Pack for Viuda de Sánchez & Jose Cuervo, transforming the product into a storytelling experience — a playful love story launched at Vampiro Regio, introducing a new way of enjoying tequila and reinforcing the brand’s cultural impact. graphicdesigner illustrator branding…
    uniE621 Brand as Tradition & Folklore
    Client: UNILEVER® Project: Special edition packaging — Mexican sub-brand I led the creation of SOLERO MEXICANA, a special-edition ice pop line for UNILEVER’s HOLANDA® division, inspired by traditional Mexican “aguas frescas.” The concept successfully integrated regional flavors into a global brand system and evolved into a permanent product line made with Mexican fruits, strengthening local relevance while preserving international brand identity. graphicdesigner branding illustrator logo…
    uniE621 Market Leaders
    Client: IBM® Project: Intranet email campaign, illustration, Lotus programming I developed internal mass-email communication assets for IBM, working within the company’s highly specialized Lotus environment. The project demanded both strong visual execution and advanced technical adaptation to IBM’s enterprise systems. The result delivered brand-aligned, elegant communication while meeting IBM’s rigorous technical and corporate standards. graphicdesigner branding illustrator designer webdesigner…
    uniE621 Brands with Rules
    Client: GRUPO BIMBO® / BIMBO BAKERY® Project: Global brand manuals I collaborated on the development of global brand manuals for GRUPO BIMBO following its international expansion across the Americas, Europe, and the U.S. The project focused on unifying brand execution and packaging communication across markets without creating new local brands, preserving brand equity while enabling consistent global rollout. This work significantly reduced localization costs and supported BIMBO’s successful globalization strategy. branding graphicdesigner designer…
    uniE621 Brands with Superior Standards
    Client: PROCTER & GAMBLE® Project: Brand supervision, final art execution, international brand compliance I was part of the team responsible for brand supervision and final execution for P&G’s House & Beauty Care division across Mexico and Central America, working alongside one of the most recognized agencies in the region. My role focused on maintaining strict global brand standards, ensuring flawless execution, and delivering results within P&G’s highly demanding international framework — a responsibility that required precision, consistency, and exceptional attention to detail.…
    uniE621 Putting the Brand to the Test
    Client: SIGMA® Food and Dairy Project: Cheese packaging — Concept development I led the conceptual design proposals for CHALET, one of SIGMA’s cheese brands, as part of a strategic evaluation of whether the product should evolve from bulk sales to pre-packaged formats. Although research confirmed that the traditional model remained the most valuable for consumers, the process generated key insights that strengthened the brand’s communication and clarified its most effective market position. branding graphicdesigner designer logo…
    uniE621 M&M's: The brand as strategy
    Client: MARS, Inc. Project: Promotional 2K Millennium brand flag visuals, POP and collateral materials MARS is a global company with several market-leading brands in its portfolio. M&M’s is one of its most recognized brands, particularly among children, teenagers, and young adults. When MARS arrived in Mexico in the 90s, the company launched a promotional game aimed at celebrating the new millennium (2K), which at the time represented an excellent marketing strategy. The prize consisted of a cash amount hidden inside the product packages. The challenge was to create marketing materials that were truly memorable, while always protecting the integrity of the brand and its core visual and conceptual elements. What we achieved was a successful combination of promotional logistics, effective branding, and our own creative ideas. graphicdesigner branding illustrator designer logo…
    uniE621 Brand as a message
    MICROSOFT is one of the most recognized companies in the world. It sets the standard for the way people work with highly robust and profitable computing products. I was responsible for developing the electronic communication assets for Microsoft’s Partner Vendors, whose flagship product was Office 365, the most widely used cloud-based productivity suite in the world. My role was to develop concepts that communicated the needs of potential customers of these vendors in Mexico and Central America. My responsibility included the creation of the final communication pieces that would become part of their sales toolkit. MICROSOFT is a company whose brand is truly inspiring. Despite its strict supervision of all visual and artistic content by the U.S. headquarters, the brand is so well structured and clearly defined in its guidelines that reproducing it becomes a genuine pleasure. webdesigner…