I'm an engineer-turned-strategic designer from Mexico, building brands at the intersection of complex technology and human communication. My background in aeronautics, physics, and mathematics gives me a systems-thinking approach that most designers lack when building brands and business strategies. Rather than starting from aesthetics, I start from understanding the product, the technology behind it, and the market it serves, and then translate that complexity into clear, authentic narratives that connect with the right audiences. My sector experience spans fintech, RegTech, green economy, foodservice industry and aeronautics.…

KarlaE50

I'm an engineer-turned-strategic designer from Mexico, building brands at the intersection of complex technology and human communication. My background in aeronautics, physics, and mathematics gives me a systems-thinking approach that most designers lack when building brands and business strategies. Rather than starting from aesthetics, I start from understanding the product, the technology behind it, and the market it serves, and then translate that complexity into clear, authentic narratives that connect with the right audiences. My sector experience spans fintech, RegTech, green economy, foodservice industry and aeronautics.…

Available to hire

I’m an engineer-turned-strategic designer from Mexico, building brands at the intersection of complex technology and human communication.

My background in aeronautics, physics, and mathematics gives me a systems-thinking approach that most designers lack when building brands and business strategies. Rather than starting from aesthetics, I start from understanding the product, the technology behind it, and the market it serves, and then translate that complexity into clear, authentic narratives that connect with the right audiences.

My sector experience spans fintech, RegTech, green economy, foodservice industry and aeronautics.

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Language

Spanish; Castilian
Fluent
English
Fluent

Work Experience

Strategic Designer and Project Manager at EARTH50
February 1, 2026 - Present
Strategic Designer at Folksbrands
August 1, 2024 - February 1, 2026
At Folksbrands, I created bridges between complex technologies and built clear, authentic voices as part of the branding process and communication campaigns. Over the course of two years, I collaborated closely with founders and stakeholders from companies of various sizes to achieve reputational and market goals. These close relationships provided me with experience in not only building brands, but also devising strategies to make them successful in the desired market.
Process Architect at Lufthansa Group
January 1, 2024 - June 30, 2024
During my time at Lufthansa Group Business Services, I optimised workflows and processes across departments. Using machine learning (ML), Visual Basic and SAP, I developed tools that reduced manual work and saved time for a team of around 15 people. I also designed tools for collecting sensitive data that are now used internationally. I coordinated and delivered training courses to LGBS USA teams, teaching them to implement optimisation processes similar to those I had developed for the offices in Mexico.
Assistant Aeronautical Inspection Officer at AFAC
September 1, 2023 - March 31, 2024
As part of the State Safety Programme, I participated in the ICAO audit conducted in Mexico in 2023. My main tasks included: Designing automation-based workflows using Microsoft 365 to streamline the ICAO audit in Mexico in 2023. Strategic design to collect sensitive information from each of the audited departments. Updating ICAO's databases continuously. Thanks to my involvement, the SSP reduced manual work and improved the organisation of data collection, protection and analysis of robust databases.

Education

Bachelor of Science (B.S.) in Aeronautical Engineering at Instituto Politecnico Nacional
August 3, 2026 - December 3, 2023

Qualifications

Add your qualifications or awards here.

Industry Experience

Government, Media & Entertainment, Professional Services, Transportation & Logistics
    Design Services for a B2B/B2C Fintech Operating Across Latin America and Europe
    Aura pay is a fintech company based in Spain, operating across Europe, Latin America, and the USA, serving both B2B and B2C markets. Its value proposition is to be the bank for migrants. The company offers low-cost, instant cross-border money transfers, with a vision to progressively introduce new banking services tailored to migrant communities. It operates on API and blockchain technologies. What we did: We worked with aura pay throughout 2024–2025 on a comprehensive rebranding and brand repositioning effort. Activities included: Visual identity: Updated the logo, colour palette, and typography. Created specific visual assets for use across different brand touchpoints. Communication strategy: Developed the brand's communication strategy for various social media platforms. Digital asset design: Designed assets for social media and PR campaigns. Web design: Designed Aura Pay's website. Product design: Updated the company's product design. Results: We helped launch the brand across 5 different countries, establishing a cohesive visual and communicational presence across all operating markets. Links: Instagram: https://www.instagram.com/somosaurapay/ branddesigner webdesigner brandstrategy graphicdesigner…
    Rebranding and GTM Strategy for a RegTech Startup Serving Financial Institutions

    Kalipso is a RegTech B2B start-up based in Barcelona, operating across Europe and the UK. It helps financial institutions become fully compliant by providing access to the technology infrastructure needed to clarify regulatory complexity. It operates on AI-powered regulatory compliance software, with European sovereign cloud infrastructure for data residency and verified data sources from official government publications.

    What We Did
    We worked with Kalipso from 2025 to 2026 on a comprehensive branding and go-to-market strategy. Activities included:

    • Brand identity: Designed the full identity including logo, typography, colours, and visual assets. Defined the brand voice and narrative. Given that their market segmentation targets C-suite level, the focus was on achieving a level of expertise and professionalism to establish the brand’s authority as a new company entering the RegTech sector for major financial institutions.
    • GTM strategy implementation: Collaborated closely with the founders to implement their go-to-market strategy across various channels, including LinkedIn, Google Marketing, and PR campaigns.
    • Collateral design: Designed merchandise, presentation decks, templates, and booth designs for multiple events.
    • Web design: Designed elements of their website.

    Results:
    Established the brand’s authority in the RegTech sector targeting major financial institutions, with a professional positioning suitable for C-suite decision-makers. Doubled the number of followers on the company’s LinkedIn page and exponentially increased brand visibility. Supported the successful rollout of their go-to-market strategy across key channels.

    Links:

    Radar: https://www.twine.net/signin
    LinkedIn: https://www.twine.net/signin

    Rebranding and Design Services for a B2B/B2C/B2G Green Economy Platform in Spain

    Biyiud is a Barcelona-based company operating in Spain, serving B2B, B2C, and B2G markets. Its mission is to decarbonise European cities by uniting various stakeholders in the green economy — citizens, companies, and governments. Its value proposition is to transform environmental actions into measurable, verifiable value through a circular ecosystem that measures, activates, connects, and rewards real decarbonisation. It works with technologies including Big Data, Artificial Intelligence, and Blockchain, processing real-time data to calculate carbon footprints, generate eco-reputation indicators, and ensure transparency with zero greenwashing.

    What we did:
    We worked with Biyiud throughout 2024–2026 on a comprehensive rebranding and brand repositioning effort. Activities included:

    • Brand strategy & narrative: Created a unique brand narrative and brand voice that could appeal to different market segments while unifying them through the same purpose. Developed tailored messaging for each target segment (B2B, B2C, and B2G).
    • Visual identity: Redesigned the logo, colour palette, and typography. Created personalised visual assets for use across different brand touchpoints.
    • Web design: Designed the company’s website.
    • Product design: Designed part of the ‘City Bloom Board’ product.
    • Social media & communication: Created templates for social media platforms and developed a communication strategy.

    Results:
    We supported the launch of tools such as the City Bloom Board, improved the understanding of the value proposition among companies and governments, and helped align the value proposition internally. This provided direction for business strategy, customer acquisition, and community building. The rebranding also contributed to an overall improvement in reputation.

    Links:
    Website: https://biyiud.eco
    Instagram: https://www.instagram.com/biyiud/
    LinkedIn: https://www.linkedin.com/company/biyiud/

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