Mission-Driven Brand and Book designer with over 25 years working for clients in various industries helping them define their ethos or manifest it in marketing collateral helping them standout in highly competitive fields.…

Marea

Mission-Driven Brand and Book designer with over 25 years working for clients in various industries helping them define their ethos or manifest it in marketing collateral helping them standout in highly competitive fields.…

Available to hire

Mission-Driven Brand and Book designer with over 25 years working for clients in various industries helping them define their ethos or manifest it in marketing collateral helping them standout in highly competitive fields.

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Language

English
Fluent
Spanish; Castilian
Fluent
Italian
Advanced
French
Advanced

Work Experience

Creative Strategist at LOGROS CREATIVOS
January 3, 2005 - Present
Brand Strategy | Visual Identity Design | UX/UI | Copywriting | Research | Positioning | Digital Assets
Development Administrator at Forty Carrots Family Center
February 1, 2024 - November 15, 2024
Responsible for data management, donation processing, and cross-department collaboration. • Led creative efforts for a major fundraising event, executed communication campaigns, improving engagement and fundraising results. • Led digital marketing campaigns, using platforms like Mailchimp for constant communication with diverse audiences.

Education

Masters in Design & Branding Strategy at Brunel University
January 1, 2004 - October 31, 2005
Bachelors of Art at Universidad Iberoamericana
September 1, 1998 - June 28, 2002
Project Management Introductory Certification at APM Association for Project Management
February 28, 2008 - October 27, 2008

Qualifications

Add your qualifications or awards here.

Industry Experience

Consumer Goods, Education, Financial Services, Non-Profit Organization, Real Estate & Construction, Professional Services, Travel & Hospitality, Media & Entertainment
    uniE621 💳 baz con todo — Super App Launch Strategy
    Client: Major Financial Institution (Mexico)  Timeline: 90 Days 🌎 Overview A leading Mexican financial institution partnered with industry players to launch baz con todo, a Super App aimed at transforming payments, savings, and daily life—driving Mexico toward a cashless economy. The challenge: define the app’s strategic essence, craft its visual identity, and spark adoption among millions in under three months. 🎯 Objective Position baz con todo as a convenient, enriching, secure platform merging entertainment, finance, and lifestyle tools. The goal extended beyond product launch to behavioral shift—replacing cash habits with a simple, digital, rewarding alternative. 💡 Strategic Process As Creative Strategy Leader, I orchestrated collaboration among the client, Ideograma (brand identity), and HUMANN (creative campaign). I defined the brand essence, aligning insights, strategy, and design around one unifying idea. Research & Insight Gathering Conducted interviews with experts and users, revealing key concerns: security, trust, accessibility. Analyzed Big Data on customer segments to uncover motivations, habits, and triggers. Insights fueled workshops, pinpointing the emotional core: empowerment through simplicity. This birthed the essence “baz con todo”—a promise of inclusion and convenience. 🎨 Creative Direction & Collaboration Briefed Ideograma to create a vibrant, confident identity reflecting Mexico’s energy and digital optimism. Led HUMANN sessions to shape the campaign’s idea, tone, and narratives. Developed boards illustrating seamless integration: paying, charging, growing businesses, enjoying TV/movies—all in one app. ⚙️ Defining the User Experience Mapped “jobs to be done”—core tasks and emotional needs. Outlined intuitive, trustworthy features, positioning baz con todo as a lifestyle companion. 🌟 Outcome Post-launch, baz con todo soared to Mexico’s top-downloaded apps, hitting 1 in entertainment on Google Play. Media echoed: “Every corner of Mexico paints itself with baz colors—forever changing payments, business, and entertainment.” — National Press Proved insight-driven strategy and collaboration accelerate national-scale innovation. 🛠️ Skills & Tools Creative Strategy Market Launch Planning…
    paper Begin I Must: Poetry Book Design, Layout & Illustration

    Begin I Must: The Journey

    Client: Rhonda Liss | Designer: Marea Saldarriaga | Published via: IngramSpark

    🌿 Overview

    Poet Rhonda Liss commissioned me to design, illustrate, and prepare her debut poetry collection, Begin I Must: The Journey—a 6x8-inch softcover book exploring love, loss, and renewal. My goal was to craft a design that echoed the spirit of her poetry: minimal yet expressive, allowing space for emotion and rhythm while visually guiding readers through transformation.

    🎯 Challenge

    The author’s poems intertwine grief, humor, and self-discovery. The challenge was to design a book that honored this emotional complexity without overpowering it. Both the layout and illustration style needed to complement the poetic cadence, maintaining clarity, grace, and print accuracy for seamless self-publishing through IngramSpark.

    💡 Design Approach

    I developed a clean, contemplative layout with generous white space to create a natural rhythm between pieces. Typography choices were driven by readability and tone—elegant, modern, and timeless.
    Subtle line illustrations were woven between sections to reflect themes of healing and transformation, acting as visual pauses rather than literal depictions.

    The cover design focused on emotional depth and symbolism, using a soft color palette and layered composition to mirror the journey from loss to hope. The final artwork captured both vulnerability and resilience—the dual heart of the collection.

    ⚙️ Technical Execution

    The project covered complete book design, illustration, and print production management.
    Specifications:

    Trim: 6 × 8 inches (softcover) | ~56 pages

    CMYK PDF with embedded fonts, full bleed, and ICC profile

    Barcode and spine calculated from final pagination

    I managed all IngramSpark technical setup, including ISBN integration, proofing, and troubleshooting, ensuring a smooth upload and flawless print output.

    🗓️ Process

    The six-week workflow included:

    Week 1: Concept development and manuscript review

    Weeks 2–3: Interior and cover design drafts

    Weeks 4–5: Illustration refinement

    Week 6: Revisions, exports, and IngramSpark upload

    Regular check-ins with Rhonda ensured the design stayed aligned with her poetic intent and emotional tone.

    🌟 Outcome

    The finished book presents poetry and design in quiet harmony. Each page feels intentional—balanced between space and meaning. The final proof from IngramSpark met professional publishing standards and faithfully conveyed the collection’s reflective nature.

    Begin I Must: The Journey has been praised for its elegant design, cohesive flow, and subtle illustrations that enhance, rather than explain, the poetry.

    🛠️ Skills & Tools

    Book Design | Layout & Typesetting | Illustration | Art Direction | Print Production | IngramSpark Setup | Client Collaboration

    uniE621 🌍 Healing Our World: Flourishing Years Ahead
    🌱 Overview Healing Our World: Flourishing Years Ahead is a 22-page illustrated children’s book inviting readers to imagine Earth in 2052—healed through kindness, teamwork, and care. Written and illustrated by Marea Saldarriaga, the story combines poetic language and vibrant visuals to show how small actions can make a big impact. The book includes four eco-activities—composting, growing a salad, waste sorting, and creating a vision of a healed planet—encouraging kids to connect imagination with environmental care. 💡 Concept & Writing Process I wanted to tell a story about sustainability through hope, not fear—a vision of a world restored by cooperation. The narrative follows a gentle rhythm, moving from remembering connection, to healing, to celebration. Written for ages 4–8, each line was refined to balance lyricism and clarity, with prompts that invite reflection between parent and child. 🎨 Illustration Development The illustrations began as pencil sketches before evolving into digital artwork. I used organic lines, layered textures, and a warm, natural palette to convey harmony and renewal. Each spread alternates between calm, contemplative scenes and lively full-page moments to create a flowing visual rhythm. The art complements the poetry—evocative, not literal—inviting readers to feel the planet’s transformation. ⚙️ Publishing via IngramSpark I designed and produced the entire 8x8-inch softcover edition, managing layout, typesetting, and file preparation in Adobe InDesign. Final files were exported in CMYK with embedded fonts, full bleed, and ICC profile, following IngramSpark’s specifications. I also handled ISBN registration, spine calculation, and proof review before approving the final print for global distribution on Amazon, Barnes & Noble, and other retailers. 🌿 Promotion & Eco-Workshops To extend the story’s impact, I created eco-workshops for schools and community events, combining storytime, art, and environmental activities. Children drew a “Healing Our World” mural, made compost, created mini books, and learned about waste sorting. Each session encouraged creativity, teamwork, and action. I also launched a dedicated website featuring book details, purchase links, author updates, and downloadable classroom resources. A QR code connects print copies directly to the online shop, bridging digital and real-world engagement. 🌟 Outcome Released in June 2025, the book gained attention through workshops, social media, and eco-literacy events. Families praised its hopeful message and hands-on approach to environmental awareness. Through writing, illustration, design, and education, Healing Our World became more than a book—it became a movement of creativity, learning, and collective care. 🛠️ Skills & Tools Writing & Editing Web Design…
    uniE621 ✨ Inspirational & Fun Copy Apparel — Threadless Collection
    Category: Apparel Design Print Design I created a Threadless shop dedicated to expressive, message-driven apparel that blends design, language, and purpose. The collection features inspirational quotes, playful typography, and thoughtful illustrations printed on t-shirts, hoodies, and lifestyle products. Each piece is crafted to evoke positivity, humor, and self-expression — whether it’s a line that uplifts, a phrase that sparks joy, or a witty reminder to slow down and smile. The goal is to turn everyday wear into a meaningful visual statement. The project combines concept development, copywriting, and graphic design, balancing strong composition with emotional resonance. Every design begins with a message — then evolves through hand lettering, digital illustration, and color exploration until it feels both timeless and bold. This collection reflects my passion for designing with intention — creating wearable art that connects people through words, ideas, and emotion. Skills: Apparel Design Print Production View the collection: https://www.twine.net/signin…
    uniE621 ✂️ IDOLS Hair Salon
    Brand Identity, Strategy & Digital Experience Redesign Overview IDOLS Hair Salon sought to redefine its brand identity and digital presence to better reflect its artistry, attract new clients, and strengthen loyalty. The goal was to create a unified brand experience—one that felt trendsetting, approachable, and unmistakably “IDOLS.” Challenge Though loved by loyal clients, the salon lacked a consistent brand voice and modern online presence. Its visual style and messaging varied across touchpoints, making it difficult to convey its creative value to new audiences. The website was outdated and not user-friendly, limiting engagement and online bookings. Research & Insights I began with a full brand audit, staff interviews, and competitor benchmarking. Three key findings guided the direction: Authenticity was the salon’s greatest strength—clients connected deeply with the stylists’ personal care. Inconsistent visuals weakened perceived professionalism and trust. Digital storytelling and ease of booking were critical for attracting a younger, design-savvy audience. These insights informed both the brand’s emotional tone and its structural redesign. Strategy Development Using the research, I defined a strategic framework that clarified IDOLS’ purpose and character: Essence: Confidence through transformation. Values: Creativity, inclusivity, excellence. Personality: Modern, bold, and client-centric. A new positioning statement presented IDOLS as a salon that blends craftsmanship with care—empowering every client to express individuality through style. Design Implementation The refreshed identity combined sophistication with energy. I introduced: A refined wordmark and flexible logo system. A warm, editorial-inspired color palette. Elegant typography for digital and print use. Branded templates for social media, signage, and service menus. Each element created consistency and elevated recognition across all touchpoints—from the storefront to Instagram. Digital Experience The redesigned website prioritized clarity, beauty, and conversion. Features included: Streamlined navigation and simplified service categories. Integrated booking tools for faster scheduling. Story-driven pages highlighting stylists, client transformations, and brand values. The result was an intuitive, immersive experience that reflected the salon’s personality while supporting measurable engagement and customer satisfaction. Outcome The rebrand positioned IDOLS Hair Salon as a forward-thinking, client-focused destination. Feedback from clients and staff confirmed a stronger emotional connection and a clearer sense of identity. The cohesive look, messaging, and digital functionality enhanced visibility, reinforced professionalism, and built long-term loyalty in a competitive market. Skills & Tools Brand Strategy Digital Assets…