Ashelen

Available to hire

I’m Ashelen Heker, a multidisciplinary designer and communication strategist with 20+ years of experience creating pitch decks, brand identities, visual storytelling systems, and corporate presentations for clients…

About

I’m Ashelen Heker, a multidisciplinary designer and communication strategist with 20+ years of experience creating pitch decks, brand identities, visual storytelling systems, and corporate presentations for clients across Europe, Latin America, the Middle East, and the U.S.
My expertise spans:
• Investor Pitch Decks (angel, VC, family offices)
• Corporate & B2B Presentations
• Brand Identity & Visual Systems
• Infographics & Data Storytelling
• Real Estate, Tech, Education, Medical, Financial, and B2B services
Over the years, I’ve supported companies in launching new ventures, raising capital, entering new markets, and formalizing their brand foundations — always combining strategic thinking with polished, modern design.

Key Projects & Highlights
• Maxov (Real Estate Investment) – Designed an investor deck that contributed to securing a $2M raise.
• BGU – British Georgian University (Medical + AI Education) – Developed a full investor expansion deck including TAM/SAM/SOM, financial models, and multi-year projections.
• Global Connext – Created a modular B2B corporate presentation system used across Southeast Asia, the Middle East, and Latin America.
• Brand Identity Systems – Delivered complete visual identity kits including logo systems, color palettes, typography, layout guides, and branded templates for startups and established companies.

My Approach
I combine strategic clarity with clean, high-impact visual design.
Every project begins with understanding the story, audience, and purpose, and then crafting a narrative that is clear, persuasive, and visually aligned with the business.
My strength lies in transforming complex information — financials, market data, technology

  • Joined December 2024

Languages

  • EnglishFluent
  • Spanish; CastilianFluent

Industry experience

  • Education
  • Software & Internet
  • Professional Services
  • Consumer Goods

More experts

Projects · 8

Softivo – SaaS Logo & Favicon Design

Softivo is a conceptual SaaS brand created to demonstrate a clean, modern, and scalable identity suitable for tech platforms, cloud tools, and productivity apps. The logo features a bold, interconnected 'S' symbol representing flow, syncing, and digital connectivity — essential qualities in modern software ecosystems. The visual system includes: A primary logo with a custom icon + wordmark Positive and negative versions for flexible application A standalone favicon for browser and app usage A transparent background version for UI/UX adaptability The branding is designed to feel modern, trustworthy, and visually strong across all screen sizes — especially important for SaaS products aiming for high usability and instant recognition. uidesign appicon favicondesign responsivebranding digitalidentity

  • Brand Designer
  • Graphic Designer
  • Logo Designer
Brand Identity & Mobile App Logo Design

UNIDRAFT is a premium fantasy-sports mobile platform designed to unify gameplay, data analytics, and community into one seamless experience. The brand direction required a bold, modern identity that feels competitive, digital, and trustworthy. Key Deliverables: • Logo exploration based on two reference concepts (#logodesign #brandidentity) • Full icon system + mobile launcher icon (#appicon) • Horizontal, vertical, and monochrome logo variations (#branding) • Visual presentation of the brand system across mockups (#brandpresentation) • Mobile UI preview screens to show integration of the logo within the app (#uiux) Design Focus: • Clean geometry inspired by shields + “U” monogram for unity & strength • Strong contrast for visibility in sports apps • Digital-first palette suitable for dark mode interfaces • Scalable icon for mobile + social media use Built to support a future app that integrates competition, statistics, and global sports communities — “One League. One Platform. Unlimited Play.” Design Focus: • Clean geometry inspired by shields + “U” monogram for unity & strength • Strong contrast for visibility in sports apps • Digital-first palette suitable for dark mode interfaces • Scalable icon for mobile + social media use logo #appdesign #branding #sportsbranding #visualidentity #graphicdesigner#UXdesigner#UIdesigner

  • Brand Designer
  • Graphic Designer
  • Logo Designer
  • +2
Axecision – Datacenter Investor Pitch Deck

• Market problem and industry demand visuals (#pitchdeck #infographicdesign) • Data-driven market research slides showing global datacenter growth (#financialdeck) • Value proposition, business model, and revenue streams (#visualcommunication) • Competitive analysis and positioning for investor clarity (#strategypresentation) • Full visual identity direction + slide system (#branddesigner #graphicdesigner) This deck was designed for a high-growth technology company entering the enterprise datacenter market. The presentation combined clear storytelling, sophisticated data visuals, and investment-grade slide design to communicate scalability, security, and financial opportunity. It supported investor discussions by clarifying market trends, projected CAGR, operational capabilities, and revenue models tailored to enterprise clients.

  • Graphic Designer
  • Infographic Designer
  • Pitch Deck Designer
  • +1
Dot-Done – Mobile App Brand Identity & UI/UX System

Dot-Done is a complete mobile booking application designed to simplify administration processes for residential buildings. I developed the full visual identity and UI/UX direction, including: • Logo design + brand system (#branding #logodesign) • Mobile app screens for booking, payments, and building services (#uiux #appdesign) • Typography & color palette (#visualidentity) • Web landing page concepts (#graphicdesigner) • Multi-format promotional materials (#marketingdesign) This project showcases my ability to design cross-platform identity systems with consistent aesthetics across mobile, web, and printed touch points.

  • Brand Designer
  • Graphic Designer
  • UI Designer
  • +1
LUMIVA – Wellness Brand Identity & Social Media Design System

LUMIVA is a premium wellness and skincare startup focused on collagen peptides and beauty-from-within products. I developed a complete brand identity and digital visual system, including: • Logo refinement, typography, and colour palette (#branding #logodesign) • Visual direction aligned with wellness aesthetics: clean, calm, refined (#artdirection) • Social media templates for launch campaigns and content pillars (#socialmediadesign) • Editorial layouts for product benefits, properties, and wellness messaging (#visualcommunication) • Digital marketing assets for Instagram and promotional use (#graphicdesigner) • A professional product label for the collagen supplement (#labeldesign) The brand system was designed to feel premium and minimal, ensuring consistency across all digital platforms and supporting a polished online presence for launch. Hashtags: branding #wellnessbrand #socialmediadesign #visualcommunication #graphicdesigner #labeldesign #brandidentity #artdirection #illustrator #photoshop

  • Art Director
  • Brand Designer
  • Graphic Designer
Lead Designer – Investor Presentation & Visual Strategy

I designed a full investor pitch deck for British Georgian University (BGU), supporting their seed round of $1.5–2M. The goal was to transform complex academic, financial, and expansion information into a clear, strategic visual narrative aligned with investor expectations. The work included: Market positioning and competitive analysis Financial projections and 5-year valuation scenarios Global expansion & recruitment strategy UX-aligned infographics and data visualization Executive team slides and value proposition Dark-mode premium brand system and slide aesthetics The final result was a polished, investor-ready deck that elevated BGU’s credibility and clearly communicated their growth potential, profitability timeline, and strategic differentiation. businesspresentation#presentationdesign#pitchdeck#storytelling#investorpresentation#powerpoint#datavisualization#slidesdesign#creativepresentation#infhographicdesign#creativepresentation#branddesign#designstrategy

  • Brand Designer
  • Graphic Designer
  • Infographic Designer
  • +2
Maxov – Real Estate Investment Pitch Deck

designed the full investment pitch deck for Maxov Resort & Residences, a luxury real-estate development seeking capital for expansion. The goal was to communicate opportunity, risk control, and ROI through a clear visual narrative. The deck helped the client secure multiple investment commitments, including a confirmed $2M raise, by combining analytics, compelling storytelling, and premium design. Key deliverables included: • Investor-focused storytelling (#storytelling #salesdeck) • Market analysis visuals & positioning (#infographicdesign) • Revenue model diagrams with projected returns (#financialdeck) • Architectural + lifestyle concept presentation (#realestatebranding) • Full premium slide design and visual system (#pitchdeck #graphicdesigner) This deck was built to professional investment-grade standards, with emphasis on clarity, credibility, and high-end branding tailored for real-estate investors.

  • Brand Designer
  • Graphic Designer
  • Presentation Designer
  • +1
Global Connext – International SaaS Sales Deck

The project included full visual design, slide structuring, messaging refinement, and brand-aligned graphics. I transformed the client’s value proposition, target audience insights, and technical offerings into a clear, persuasive narrative suitable for international enterprise buyers. Key deliverables included: • Market positioning slides (#salesdeck #branding) • Product benefits and value proposition (#storytelling#visualcommunication) • Business model diagrams (#infographicdesign) • Global expansion strategy slides (#presentationdesign) • Full visual identity consistency (#graphicdesigner)

  • Brand Designer
  • Graphic Designer
  • Presentation Designer

Education

Interior Designer · Belgrano Univ. IPIM1994 – 1997
Ilustrator · Garaycochea School of Arts, Beato Angelico Institute1999 – 2001

Certifications and awards

Adobe Ilustrator1995
Adobe Photoshop2024 – 1995
Art1990
Ilustrator1994 – 1995

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