I am an enthusiastic all around creative with a passion for design. I have over 20 years experience in concept development, branding, packaging, advertising and interior design. Throughout my career I have gained multidisciplinary experience with national and international clients in various design disciplines: within the television, design and advertising world at various agencies in Mexico City, Canada and the Netherlands. Working as independent freelance designer, art director and entrepreneur at the same time I have developed strong communication skills at different levels. Through all my experience I can work as freelancer within an organization in any of all these different disciplines in any part of the design process, from concept development to the final project. My experience goes from logos and icons to corporate identities, from conceptualisation to execution of campaigns, from TV to websites, from packaging to retail and from small clients to AA brands: Heineken, Amstel, Atkins, Royal Smilde, Naco, Natterman, Lactona, Roter, Optimax, Jaico, Dr. van der Hoog, AMaes Bier, De Bijenkorf, Beckers, Friesland Campina, IGLO, Mona, Optimel, Sonnema, Super de Boer, Swinckels’, Chiquita, Dudarfst, Euro Hockey League, Kimberly-Clark, Eli Lilly…

RRM2025

I am an enthusiastic all around creative with a passion for design. I have over 20 years experience in concept development, branding, packaging, advertising and interior design. Throughout my career I have gained multidisciplinary experience with national and international clients in various design disciplines: within the television, design and advertising world at various agencies in Mexico City, Canada and the Netherlands. Working as independent freelance designer, art director and entrepreneur at the same time I have developed strong communication skills at different levels. Through all my experience I can work as freelancer within an organization in any of all these different disciplines in any part of the design process, from concept development to the final project. My experience goes from logos and icons to corporate identities, from conceptualisation to execution of campaigns, from TV to websites, from packaging to retail and from small clients to AA brands: Heineken, Amstel, Atkins, Royal Smilde, Naco, Natterman, Lactona, Roter, Optimax, Jaico, Dr. van der Hoog, AMaes Bier, De Bijenkorf, Beckers, Friesland Campina, IGLO, Mona, Optimel, Sonnema, Super de Boer, Swinckels’, Chiquita, Dudarfst, Euro Hockey League, Kimberly-Clark, Eli Lilly…

Available to hire

I am an enthusiastic all around creative with a passion for design.

I have over 20 years experience in concept development, branding, packaging, advertising and interior design.

Throughout my career I have gained multidisciplinary experience with national and international clients in various design disciplines: within the television, design and advertising world at various agencies in Mexico City, Canada and the Netherlands.

Working as independent freelance designer, art director and entrepreneur at the same time I have developed strong communication skills at different levels.

Through all my experience I can work as freelancer within an organization in any of all these different disciplines in any part of the design process, from concept development to the final project.

My experience goes from logos and icons to corporate identities, from conceptualisation to execution of campaigns, from TV to websites, from packaging to retail and from small clients to AA brands:
Heineken, Amstel, Atkins, Royal Smilde, Naco, Natterman, Lactona, Roter, Optimax, Jaico, Dr. van der Hoog, AMaes Bier, De Bijenkorf, Beckers, Friesland Campina, IGLO, Mona, Optimel, Sonnema, Super de Boer, Swinckels’, Chiquita, Dudarfst, Euro Hockey League, Kimberly-Clark, Eli Lilly

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Skills

Experience Level

Branding
Expert
Brochure
Expert
Poster
Expert
Flyer
Expert
Logo
Expert
Adobe InDesign
Expert
Adobe Photoshop
Expert
Artwork
Expert
Adobe Illustrator
Expert
Advertising Illustration
Expert
Presentation Design
Intermediate
Corporate Video
Intermediate
Social Media Design
Intermediate
Photo
Intermediate
Email Design
Intermediate
Adobe After Effects
Intermediate
Adobe Premiere Pro
Intermediate
Web Design
Intermediate
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Language

English
Fluent
Dutch
Fluent
Spanish; Castilian
Fluent
Italian
Intermediate
French
Beginner

Work Experience

Sr. Brand and Packaging Designer (owner) at Romen Design
January 1, 2010 - January 1, 2025
Owner and lead designer managing all aspects of brand and packaging design. Providing strategic and creative design solutions with a focus on concept development, branding, packaging, advertising, retail, and interior design.
Senior Designer at The Brand Floor - Freelance / in-house creative studios
July 1, 2019 - January 1, 2022
Senior design role working freelance and within creative studios, handling design projects relevant to brand and packaging.
Sr. Packaging Designer / Art Director at nu:amsterdam
July 1, 2014 - January 1, 2021
Responsible for brand identity strategy and brand positioning. Conceptualized and executed corporate identity and packaging for clients including Imgroma and Vemedia. Designed packaging concepts for fast moving consumer goods (FMCG) for brands such as Natterman, Roter Jaico, Optimax, and Lactona, including product concept development, portfolio creation, relaunches, brand and line extensions.
Art Director at La Compagnie
June 1, 2012 - January 1, 2013
Art direction with a focus on creative leadership within design projects.
Packaging Designer at Dart Group
June 1, 2013 - December 31, 2013
Developed graphic design including corporate identity, logos, packaging, posters, editorial content, websites, and advertisements.
Senior Designer at Ten Design
August 1, 2010 - December 31, 2011
Handled comprehensive design tasks from A to Z across corporate identity, advertising, media planning, print and direct mail advertising, exhibition stands and signage, POS materials and DTP work.
Senior Designer at VBAT
September 1, 2008 - December 31, 2010
Worked across different design disciplines including corporate, retail, and packaging. Clients included Heineken, Amstel, Campina, Mona, Optimel, and Super de Boer. Responsibilities included concept and design for FMCG packaging, retail communications, in-store promotions, POS materials, and art direction for photography.
Middle Weight Designer at Design Bridge
January 1, 2007 - December 31, 2008
Managed design from concept to completion covering corporate development, packaging, and POS materials. Translated existing designs to co-ranges and platforms within brands.
Freelance Designer at DT
July 1, 2003 - December 31, 2007
Developed graphic design and communication campaigns including corporate identity, logos, posters, flyers, brochures, catalogs, websites from concept to realization.
Freelance Designer (owner) at Romen Design
January 1, 2005 - December 31, 2007
Provided versatile design services translating client visions into strategic graphic concepts across logos, corporate identities, brochures, packaging, posters, advertising campaigns, and exhibition stands.
Designer at Dart Group
October 1, 2002 - December 31, 2003
Developed graphic design services including corporate identity, logos, packaging, posters, editorial content, websites, and advertising materials.
Designer at LS, Ontwerpers
March 1, 2002 - December 31, 2002
Created graphic design materials including posters, flyers, leaflets and illustrations.
Freelance Designer at Freelance Work
May 1, 2000 - December 31, 2002
Provided freelance graphic design services for various clients including Cruise+ Travel, P&O Nedlloyd, Ebrex Nederland, Grossman Laboratories.
Designer at Encore Entertainment - Madacy Group
April 1, 1999 - December 31, 2001
Planned and developed graphic design and advertising campaigns including corporate identity, branding, logos, flyers, brochures, CD and packaging design, point of sale materials, posters, and marketing campaign concepts including print, television, and radio. Managed photography, printing, production, and supplier relationships. Oversaw financial planning and budget control for projects.
Designer at Bozell Worldwide Mexico
October 1, 1998 - December 31, 1999
Developed advertising campaigns including print, leaflets, brochures, flyers, posters, billboards, radio and TV advertisements. Supervised photography and printing and managed supplier and photographer contacts.
Junior Designer at Design Associates
April 1, 1997 - December 31, 1998
Produced graphic designs including corporate identity, branding, packaging, posters, flyers, gift relationship lines, desktop publishing, point of purchase materials, and supervised photography and printing.
Junior Designer at Channel 11 TV
June 1, 1995 - December 31, 1996
Designed logos and screen visuals for TV programs including news and educational shows.
Sr. Brand and Packaging Designer (owner) at Romen Design
January 1, 2010 - January 1, 2025
Owner and senior brand and packaging designer operating as an all-around creative with a passion for design, focusing on concept development, branding, packaging, advertising, retail, and interior design.
Senior Designer at The Brand Floor
July 1, 2019 - January 1, 2022
Freelance and in-house senior designer contributing creative concepts and execution in design studios.
Sr. Packaging Designer / Art Director at nu:amsterdam
July 1, 2014 - January 1, 2021
Responsible for brand identity strategy and positioning, concept and execution of corporate identity and packaging for various clients including Imgroma and Vemedia. Specialized in packaging design for fast moving consumer goods (FMCG), managing concept products, portfolio development, relaunches, and brand extensions for drugstore brands such as Natterman, Roter Jaico, Optimax, and Lactona.
Art Director at La Compagnie
June 1, 2012 - January 1, 2013
Served as Art Director focusing on creative direction in packaging and branding projects.
Packaging Designer at Dart Group
June 1, 2013 - December 31, 2013
Designed packaging concepts and projects, working within the graphic design team.
Senior Designer at Ten Design
August 1, 2010 - January 1, 2011
Handled design projects from A to Z including corporate identity, advertising campaigns, print and digital media, exhibition stands, and POS material development. Managed DTP work and coordinated media planning and email campaigns.
Senior Designer at VBAT
September 1, 2008 - January 1, 2010
Worked across design disciplines including Corporate, Retail and Packaging for clients such as Heineken, Amstel, Maes Beer, Campina, and Mona. Involved in concept and design for FMCG, retail communication materials, in-store promotions, POS related materials, and art direction for photography.
Middle Weight Designer at Design Bridge
January 1, 2007 - January 1, 2008
Handled design from concept to completion including corporate development, guidelines, packaging, and POS materials for various clients. Translated existing designs to additional brand co-ranges and platforms.
Freelance Designer at DT
July 1, 2003 - January 1, 2007
Developed graphic design and communication campaigns including corporate identity, logos, posters, flyers, brochures, catalogs, and websites from concept to realization.
Freelance Designer (owner) at Romen Design
January 1, 2005 - January 1, 2007
Provided strategic and simple translation of client visions into graphic concepts including logos, corporate identities, flyers, brochures, annual reports, books, websites, packaging, advertising campaigns, exhibition stands, and photography.
Designer at Dart Group
October 1, 2002 - January 1, 2003
Developed graphic design including corporate identity, logos, packaging, posters, editorial, websites, and advertising.
Designer at LS, Ontwerpers
March 1, 2002 - December 31, 2002
Created graphic design including posters, flyers, leaflets, and illustrations.
Freelance Designer at Freelance Work
May 1, 2000 - January 1, 2002
Worked as freelance designer for clients such as Cruise+ Travel, P&O Nedlloyd, Ebrex Nederland, and Grossman Laboratories.
Designer at Encore Entertainment - Madacy Group
April 1, 1999 - January 1, 2001
Planned and developed graphic design and advertising campaigns including corporate identity, branding, logos, flyers, brochures, CD design, packaging materials, Point of Sale, posters, and marketing concepts. Supervised photography, printing, and production; managed budgeting and supplier relations.
Designer at Bozell Worldwide Mexico
October 1, 1998 - January 1, 1999
Conceptualized and developed advertising campaigns including print, posters, billboards, radio, and TV, with supervision of photography and printing, as well as supplier coordination.
Junior Designer at Design Associates
April 1, 1997 - January 1, 1998
Executed graphic design projects including corporate identity, logos, branding, packaging, posters, editorial, flyers, gift relationship lines, desktop publishing, Point of Purchase, and supervised photography and printing.
Junior Designer at Channel 11 TV
June 1, 1995 - January 1, 1996
Designed logos and screen graphics for TV programs including news and educational programs.
Sr. Brand and Packaging Designer (owner) at Romen Design
January 1, 2010 - Present
Owner and lead designer responsible for concept development, branding, packaging, advertising, retail, and interior design projects. Managed client visions and translated them strategically into graphic concepts, including logos, corporate identities, promotional materials, websites, packaging, posters, exhibitions, and advertising campaigns.
Senior Designer at The Brand Floor - Freelance / in-house creative studios
December 31, 2022 - July 9, 2025
Worked as a senior freelance and in-house designer focusing on creative concept development and execution across branding and packaging projects.
Sr. Packaging Designer / Art Director at nu:amsterdam
December 31, 2021 - July 9, 2025
Led brand identity strategy and brand positioning. Conceptualized and executed corporate identity and packaging designs for clients such as Imgroma and Vemedia. Designed packaging concepts for fast-moving consumer goods (FMCG) including drugstore brands like Natterman, Roter Jaico, Optimax, and Lactona. Managed product concepts, new portfolios, relaunches, and brand & line extensions.
Art Director at La Compagnie
December 31, 2013 - July 9, 2025
Directed art and design projects focusing on creative branding and packaging solutions.
Packaging Designer at Dart Group
December 31, 2013 - July 9, 2025
Developed packaging and graphic design projects including corporate identities, packaging, posters, editorial, websites, and advertising.
Senior Designer at Ten Design
December 31, 2011 - July 9, 2025
Designed corporate identities and advertising materials from concept to completion including house styles, logos, brochures, flyers, media campaigns, exhibition stands, signage, POS materials, and DTP work.
Senior Designer at VBAT
December 31, 2010 - July 9, 2025
Delivered design solutions across corporate, retail, and packaging sectors for clients including Heineken, Amstel, and Campina. Worked on concept and design for FMCG packaging, brand relaunches, POS materials, and advertising campaigns. Provided art direction for photography.
Middle Weight Designer at Design Bridge
December 31, 2008 - July 9, 2025
Handled design from concept to completion for corporate branding, packaging, and POS materials, including translation of designs across brand platforms and developing product packaging.
Freelance Designer at DT
December 31, 2007 - July 9, 2025
Developed graphic design and communication campaigns including corporate identity, logos, posters, flyers, brochures, catalogs, and websites from concept to realization.
Freelance Designer (owner) at Romen Design
December 31, 2007 - July 9, 2025
Provided versatile design services including logo creation, corporate identity, marketing collateral, websites, packaging, posters, exhibitions, billboards, and advertising campaigns, based on strategic client vision translation.
Designer at Dart Group
December 31, 2003 - July 9, 2025
Created graphic design materials including corporate identity, logos, packaging, posters, editorials, websites, and advertising.
Designer at LS, Ontwerpers
December 31, 2002 - July 9, 2025
Worked on graphic design projects such as posters, flyers, leaflets, and illustrations.
Freelance Designer at Freelance Work
December 31, 2002 - July 9, 2025
Provided freelance design services for clients including Cruise+ Travel, P&O Nedlloyd, Ebrex Nederland, and Grossman Laboratories.
Designer at Encore Entertainment - Madacy Group
December 31, 2001 - July 9, 2025
Planned and developed graphic design and advertising campaigns including corporate identity, branding, logos, flyers, brochures, CD design, POS materials, marketing campaign concepts, photography, production supervision, and financial planning.
Designer at Bozell Worldwide Mexico
December 31, 1999 - July 9, 2025
Conceptualized and developed advertising campaigns including magazine, newspaper, leaflet, brochure, flyer, poster, billboard, radio and TV ads, supervising photography and printing.
Junior Designer at Design Associates
December 31, 1998 - July 9, 2025
Executed graphic design tasks including corporate identity, logos, branding, packaging, posters, editorial work, gift relationship lines, desktop publishing, point of purchase displays, photography and printing supervision.
Junior Designer at Channel 11 TV
December 31, 1996 - July 9, 2025
Designed logos and screens for TV News and Educational Programs.

Education

Bachelor Design & Conmunication at Universidad Autónoma Metropolitana
April 1, 1991 - July 3, 1995
Communication Technology in Development Processes at Interdisciplinary Expertise Centre for Computer Graphics, Animation and Multi-Media (SCAN) Groningen
January 8, 1996 - June 20, 1996
Developed as final project an interactive Cd-Rom for children about the different stiles of music from all over the world. Including interaction system to play music and games. Animations inlcuded as part of the explanation of the different parts included in the Cd-Rom.

Qualifications

Add your qualifications or awards here.

Industry Experience

Consumer Goods, Retail, Media & Entertainment, Professional Services, Other
    uniE621 Aromedica
    At AROMEDICA, I had the privilege of shaping their visual identity by designing both the logo and the complete packaging line. AROMEDICA offers 100% medically aromatic plant extracts, sourced directly from nature; high-end products with exceptional bioavailability, inspired by Ayurvedic traditions. Their diverse range – from muscle and nail oils to pharmaceutical-grade Zechstein magnesium and premium salts – demanded an identity that conveys purity, craftsmanship, and quality. I crafted a logo and packaging that are strong yet approachable, modern yet authentic, reflecting the brand’s core values while creating a visual language that speaks to the luxury and natural essence of AROMEDICA. The result is a cohesive identity that not only stands out on the shelf but also tells the story of nature, care, and expertise behind every product. graphicdesigner logo designer packaging…
    uniE621 CCA
    The Commercial Club Assen (CCA) approached me to create a fresh, versatile identity for their next stage, a design that could grow and adapt as new groups join in the future. I began with the logo, carefully crafting a symbol that would capture the spirit of CCA: the diversity of its members, the dynamic momentum toward the next level, and the enriching exchange of knowledge that happens within the club. From there, I translated this vision across the full visual identity, including stationery, branding materials, and social media designs, ensuring every touchpoint tells the same story. The new identity is bold, colourful, and refreshing; a visual reflection of renewed energy, ambition, and collaboration. It’s not just a logo; it’s a vibrant statement that inspires connection, celebrates diversity, and embodies the forward-thinking spirit of CCA. logo graphicdesigner designer branding @socialmedia…
    paper Logos design
    Over the years, I’ve had the privilege of designing logos for a wide range of clients: from passionate small business owners building their brand from scratch, to established A-brands looking to evolve or refine their identity. Each logo is more than just a symbol — it’s a strategic tool that reflects a brand’s values, vision, and personality. My approach combines design thinking, brand positioning, and visual craftsmanship to create identities that are both timeless and impactful. My role typically includes: – Researching and understanding the brand’s positioning, audience, and goals – Developing initial logo concepts and refining them through close collaboration – Defining the visual identity — including typography, color palettes, and brand elements – Delivering a full brand toolkit ready for both digital and print use – Ensuring consistency across all applications, from packaging to social media graphicdesigner logo…
    uniE621 Capelli
    When I took on the design for Capelli, I wanted to create more than just a logo or an interior – I wanted to craft an entire experience. Every detail, from the branding to the salon’s layout, was carefully considered to reflect elegance, modernity, and a sense of comfort. The logo and branding were designed to be sleek and memorable, capturing the spirit of a contemporary hair salon while staying approachable and welcoming. The colours, typography, and shapes were chosen to convey sophistication and style, while also creating a friendly, inviting atmosphere for every client. logo branding illustrator designer photo branding…
    uniE621 Restaurant Bon Mua
    When I created the branding for Bon Mua, I wanted more than just a logo, I wanted to tell a story. A story of passion, culture, and refinement, woven into two powerful colours: red and black. I chose red because it carries the warmth and energy that defines Vietnamese hospitality. It is also the colour of the Vietnamese flag, a proud symbol of heritage and unity. For me, red reflects the fiery passion behind every dish at Bon Mua, and the love and care with which guests are welcomed. To balance that intensity, I brought in black. Black represents elegance, depth, and calm. It is the grounding element that lets red shine even brighter, much like the quiet moments that give music its power. Together, these colours create a harmony that feels both bold and refined – just like Bon Mua itself. The logo I designed captures this vision: simple yet strong, modern yet rooted in tradition. It is more than a visual mark, it is the face of a story that connects people to flavours, seasons, and culture. For me, this design is not just branding; it’s an invitation to experience Bon Mua as a place where passion, flavour, and meaning come together. logo branding…
    uniE621 De Bijenkorf department store
    For an exclusive Dutch department store, I created the official logo for its 140th anniversary. The design was developed to place the number 140 at the heart of the visual identity, celebrating a rich history while maintaining a refined and timeless aesthetic. The result is a mark that reflects both tradition and exclusivity, with the flexibility to be used across campaigns, packaging, and in-store communication. branding logo…
    paper Atkins packaging design
    As a packaging designer I had the opportunity to design the packaging for a leading A-brand, where I was brought in to create visual consistency across the entire product range. From concept to final execution, I ensured that every element aligned with the brand’s identity — from layout to color use, typography, and packaging structure. I also oversaw the art direction for the photography to make sure it complemented the overall design and conveyed the right message on shelf. Creating strong, cohesive packaging is about more than looks — it’s about standing out, building trust, and driving sales. Proud to have contributed to a brand that leads the market with clarity and impact. My role included: – Developing a cohesive packaging design system that could be applied across multiple SKUs – Aligning typography, color schemes, and layout principles to strengthen brand recognition – Providing creative direction and guidance during product photography to ensure all imagery matched the new visual identity – Working closely with the brand and production teams to bring everything together — from first sketches to final print-ready files graphicdesigner packagingdesigner…