Hi, I’m Nájar Vela, a freelance Designer based in Merida, Yucatan, Mexico, working worldwide. I’m passionate about helping brands stand out, connect, and thrive. With over 20 years of experience, I’ve led the creation of bold, distinctive brand identities and design solutions for a diverse range of clients — from government agencies and international organizations to restaurants, startups, architecture firms, healthcare centers, NGOs, and sports brands, among others. My approach is strategic and holistic, guiding projects from the initial spark of an idea to a fully realized visual identity. This includes brand strategy, naming, visual identity systems, digital assets, collateral design, messaging, and comprehensive brand guidelines. Whether you're launching something new or evolving an existing brand, I’d love to help you bring it to life with clarity, creativity, and impact. Let’s create something remarkable together.…

Najar Vela

PRO

Hi, I’m Nájar Vela, a freelance Designer based in Merida, Yucatan, Mexico, working worldwide. I’m passionate about helping brands stand out, connect, and thrive. With over 20 years of experience, I’ve led the creation of bold, distinctive brand identities and design solutions for a diverse range of clients — from government agencies and international organizations to restaurants, startups, architecture firms, healthcare centers, NGOs, and sports brands, among others. My approach is strategic and holistic, guiding projects from the initial spark of an idea to a fully realized visual identity. This includes brand strategy, naming, visual identity systems, digital assets, collateral design, messaging, and comprehensive brand guidelines. Whether you're launching something new or evolving an existing brand, I’d love to help you bring it to life with clarity, creativity, and impact. Let’s create something remarkable together.…

Available to hire

Hi, I’m Nájar Vela, a freelance Designer based in Merida, Yucatan, Mexico, working worldwide.

I’m passionate about helping brands stand out, connect, and thrive. With over 20 years of experience, I’ve led the creation of bold, distinctive brand identities and design solutions for a diverse range of clients — from government agencies and international organizations to restaurants, startups, architecture firms, healthcare centers, NGOs, and sports brands, among others.

My approach is strategic and holistic, guiding projects from the initial spark of an idea to a fully realized visual identity. This includes brand strategy, naming, visual identity systems, digital assets, collateral design, messaging, and comprehensive brand guidelines.

Whether you’re launching something new or evolving an existing brand, I’d love to help you bring it to life with clarity, creativity, and impact.

Let’s create something remarkable together.

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Language

Spanish; Castilian
Fluent
English
Advanced
Portuguese
Intermediate

Work Experience

Add your work experience history here.

Education

Bachelor in Graphic Communication Design at Universidad Anahuac Mayab, Merida, Mexico
August 15, 1998 - August 15, 2002
Master in Marketing and Advertising at Universidad Anahuac Mayab, Merida, Mexico
September 14, 2002 - September 15, 2004
Diploma in Brand Design and Management at Universitat Jaume I, Spain
October 5, 2007 - June 5, 2008
Master Class in Footwear Design at Pensole Footwear Design Academy, Portland, Oregon, USA
February 17, 2017 - March 17, 2017
2017 Pensole-M Lab Powered by Vibram 4 Week Master Class in Footwear Design

Qualifications

Add your qualifications or awards here.

Industry Experience

Education, Government, Healthcare, Non-Profit Organization, Professional Services, Real Estate & Construction, Retail, Travel & Hospitality, Consumer Goods, Software & Internet, Manufacturing, Other
    uniE621 All In Your Mind – Rebranding
    Overview: Endurance training is often reserved for professional athletes, but what about ambitious amateurs looking to take their performance to the next level? That’s where All In Your Mind comes in. Founded in Spain and Mexico in 2010 by Roberto Cejuela and Jonathan Esteve, All In Your Mind is a specialized training system focused on triathlon and running. Their mission: offer fully personalized training programs that apply high-performance methodologies, tailored to suit the needs and capacities of amateur athletes. The Challenge: What began as an editorial design assignment evolved into a full-scale rebranding project. The brand was facing a few key issues: the name, while meaningful to its founders, didn’t align with typical naming conventions in the sports category. The existing logo and visual identity felt outdated and disconnected from the athletic world, even leading some to mistake the brand for an entirely different type of business. After a deep analysis, they decided to keep the name but redefine everything else. The goal was to create a bold, cohesive new identity that reflected the brand’s sporting focus and reinforced its personality and purpose, while honoring its 8-year history. Strategy: Working hand-in-hand with the founders, I led the brand’s strategic transformation. Together, we redefined the brand’s foundations, clarifying its purpose, uncovering its core attributes, and aligning its identity with the needs of its users and the business goals. With the strategic pillars in place, we developed a brand personality rooted in motivation and high-performance. From there, the visual identity was designed to reflect that spirit with a dynamic, empowering, and focused look and feel and tone of voice. I analyzed the meaning behind the original logo and transform it into a new dynamic symbol that captures the brand’s athletic spirit, evoking energy, evolution, and performance. At its core sits a triangle, representing the three disciplines the brand specializes in: swimming, cycling, and running. The new form is more purposeful and visually engaging, offering greater scalability and impact across digital and physical applications. The Outcome: A strategic rebrand that brought new energy and clarity to the All In Your Mind identity. The project included a redesigned logo, a versatile visual system, refined messaging, and updated brand collateral, all aimed at strengthening the brand’s market positioning and improving recognition. The new identity conveys confidence and empowerment, positioning All In Your Mind as a trusted partner for athletes on their journey to excellence. Its tone is consistently encouraging and energizing, driving the brand's commitment to helping its customers reach their full potential. branding graphicdesigner logo designer rebranding logodesign branddesign visualidentity strategy…
    uniE621 Ocean Kay – Rebranding
    Overview: Located in Progreso, Yucatan, Comercial Oceánica has been since 1994 a trusted leader in the trade and export of high-quality seafood, serving clients across Mexico, the United States, Canada, and Asia. But with time came growth, reflection, and a new strategic direction, following a recent business realignment and strategic planning process, the company recognized a clear disconnect between their evolving vision and their existing brand. The name and visual identity no longer reflected their values or ambitions, and felt outdated in a competitive, fast-moving market. It was time for a transformation. The Challenge: The owners chose to rebrand as Ocean Kay, a name that pays tribute to Yucatán’s Mayan heritage, “kay” meaning “fish” in the Mayan language. But the challenge wasn’t just a name change, but to design a new brand identity that felt bold and modern, so instead of relying on overused and expected graphics like glyphs or overly traditional Mayan symbols, they wanted the new brand to feel fresh, dynamic, and aligned with their commitment to sustainability. The goal was clear: create a brand that reflects both their deep connection to the sea and their forward-thinking business model, while standing apart from competitors in a crowded seafood industry. The Outcome: I designed a visual identity centered around a symbol of balance, a visual echo of the yin-yang, crafted with ocean waves to reflect the idea of constant renewal. It’s a tribute to the sea as a generous, life-giving source, one we must protect to sustain it, representing a conscious cycle: we take from the ocean, but we must also give back. From this core, a complete visual system was developed, wave-inspired graphic elements create rhythm and motion across applications, reinforcing the brand’s sustainable mission while giving it a fluid, modern look, while a vibrant color palette, inspired by the early morning horizon, like a nod to the fishermen who set out at dawn, breaks away from the category’s overused blue tones. Paired with a clean, modern typography and an authentic fresh product photography that complete the brand’s desired image: confident, sustainable, and ready for global waters. The result is energetic, optimistic, and deeply rooted in purpose. branding branddesign visualidentity branddesigner brandidentity graphicdesigner designer logo logodesigner brandcollateral packaging packagingdesign brochuredesign…
    uniE621 Increx– Naming and Visual Identity Design
    Overview: Finance can feel overwhelming, especially for young people who struggle to manage their money, fall into debt, and find themselves stuck in the hamster wheel of poor financial decisions. Marcelo Pavía, a finance expert, saw an opportunity in this challenge: to empower people with the knowledge and tools they need to take control of their finances, make smarter decisions, and confidently enter the world of investing, helping them grow and protect their wealth over time. The Challenge: Marcelo’s vision was not to build a personal brand around himself, but to create a broader, benefit-driven concept, one that could evolve into a more corporate structure and expand into additional services over time. He needed a name and identity that would reflect that vision, shifting the focus from the individual to the impact his services could have on people's lives. The Outcome: I worked closely with Marcelo to bring this vision to life. We began with an in-depth discovery session where we explored Marcelo’s goals, audience, and long-term vision for the brand. This phase was crucial to understand not just what he would offer, but why it mattered, and how it could inspire real transformation in the lives of its users. From there, we established the brand’s strategic foundations: purpose, brand personality, tone of voice, and positioning. These elements became the blueprint for everything that followed, from naming to visual identity. The naming process focused on creating a brand that felt modern, empowering, and scalable. "Increx" was selected for its simplicity, originality, and the powerful idea behind it: financial growth increasing to the X power, limitless and bold. Visually, the design system needed to be professional yet fresh, credible enough to inspire trust, but vibrant and energetic to engage a younger, digitally native audience. I developed a modern logo and a flexible visual language using clean typography, bold colors, and dynamic compositions. The result is a brand that speaks the language of empowerment and growth, approachable, optimistic, and strategically built to evolve alongside its users and future business goals. branding brandidentity visualidentity branddesigner designer graphicdesigner brandstrategy brandstrategist logo logodesign logodesigner naming collateraldesign…
    uniE621 Autosur (Volskwagen, Audi, Seat dealerships) – Internal Campaign
    Overview: Volkswagen Autosur—an authorized distributor of Audi, SEAT, and Volkswagen in southeastern Mexico—has always been committed to evolving and elevating its service standards. As part of their continuous improvement efforts, the group implemented a series of internal workshops focused on enhancing customer experience. To reinforce the insights from those workshops and help embed them into the organization’s daily culture, they decided to launch an internal communication campaign. The Challenge: The initiative was titled “Ponle Corazón”–a phrase that translates to “Put Your Heart Into It.” It reflects the emotional connection that outstanding service can create between a brand and its customers, building trust, satisfaction, and loyalty. The challenge was to develop the campaign’s creative concept, identity, and messaging, along with all internal communication materials—working within the limitations of a modest, print-only budget. The Idea: I started by translating the essence of “Ponle Corazón” into a campaign that could resonate across all levels of the organization. Considering that exceptional service starts with genuine care–and that care must come from within, and it's only you who have the power to do it. It’s not about policy; it’s about personal commitment. I needed to communicate that in a way that felt human, inspiring, and honest, without falling into sentimentality or cliché. With budget limitations in mind, I developed a creative concept and narrative built around a powerful symbol: the human hand, driving the campaign’s slogan, “The change is in your hands,” reinforcing the creative idea that true transformation starts with each individual. It’s a personal decision to take action and bring heart into everything you do. This concept allowed us stay within budget, avoiding expenses like studio shoots and model hiring by using selected stock photography. The result? A clean, compelling campaign that felt human and authentic without inflating production costs. Each image of a hand is paired with a simple, icon-style graphic that amplifies the message. The typography is modern and approachable, and the neutral color palette was intentionally chosen to align seamlessly across all three brands in the group. The Outcome: With careful planning and creativity, I was able to maximize the campaign's impact while staying fully within the client’s production constraints. I developed a full suite of materials, including: Posters and banners, table tents, brochures, restroom mirror decals, screensavers and more. With minimal production costs and maximum clarity, Ponle Corazón became a cultural touchpoint across all dealerships—reminding every team member that great service isn’t just a task, it’s a personal choice made daily, with heart. graphicdesign campaign logodesign marketingmaterial branding posterdesign…
    uniE621 Autosur (Volskwagen, Audi, Seat dealerships) – Internal Campaign
    Logo design and Internal campaign for Autosur. 2018. logodesign campaign graphicdesign creativedirection artdirection digital illustration design graphicdesigner branddesigner collateraldesign marketingmaterial posterdesign bannerdesign…
    uniE621 Blix – Naming and Visual Identity Design
    Overview: For most people, doing laundry is a negative experience, it’s boring, time-consuming, and often feels like a chore. On top of that, traditional laundry services are frequently seen as inefficient or environmentally unfriendly due to water waste and poor chemical management. With this in mind, a small group of entrepreneurs set out to transform the laundry experience. Their vision? A friendly, enjoyable, and truly sustainable service without compromising professionalism and reliability. The Challenge: A unique business model calls for a unique brand identity. I started from the ground up, including the creation of the name itself, with the goal of positioning the brand as fast, efficient, and dynamic, while also being friendly, human, and accessible. The identity needed to feel distinctly different, reflecting both the modern lifestyle of its users and the innovative nature of the service. The Outcome: That’s how Blix was born, a name inspired by “bliss”, evoking happiness, with the suffix “ix” adding a modern, agile, and professional twist. The result is a short and playful name that works beautifully across messaging, such as the phrase: “Fresh and clean in a Blix!”, communicating efficiency and speed. Once the name was defined, I developed the full brand identity: logo design, visual system, tone of voice, and brand mascot, Blixie, a friendly and helpful animated washing machine who acts as your personal laundry expert. Blixie brings warmth and personality to the brand, making the experience more fun while maintaining a professional and reliable tone. The new identity was completed with a clean, friendly typeface, a joyful color palette and messaging that’s funny, kind and trustworthy, creating a brand that stands out in a category often stuck in the past. Blix is more than just a laundry service: it's a fresh take on a forgotten ritual, designed for young, busy people who want to enjoy the laundry experience and have more time for the things that matter. brandidentity brandstrategy strategy graphicdesign mascotdesign naming branding visualidentity visualsystem copywriting logo logodesign branddesigner graphicdesigner designer posterdesign messaging brandcollateral tshirtdesign laundrymat…
    uniE621 Oscar Rivera – Logo and Visual Identity Design
    Overview: Oscar Rivera is a multidisciplinary valuation expert with over 17 years of experience and five specialized certifications. He offers high-precision appraisal services backed by ethics, impartiality, and cutting-edge technology. His mission is simple yet crucial: to help individuals and organizations determine the fair value of their assets with confidence and clarity. The Challenge: Despite his extensive experience and professional track record, Oscar lacked a visual identity that truly reflected the caliber of his work. Together, we set out to create a brand that could encapsulate his values, trust, accuracy, and expertise, and resonate with a broader audience. The Outcome: Grounded in a strategic vision, I designed a clean, balanced symbol inspired by the idea of fair value. The logo features two opposing arrows forming a zero, a visual metaphor for the starting point of value assessment. The arrows represent upward and downward movement, echoing the analytical process of valuation that leads to a precise, fair outcome. The visual identity is completed with a modern, professional typeface and a palette of greens, symbolizing economic value and trust. The result is a brand that feels confident, contemporary, and conveys credibility, aligning seamlessly with Oscar’s promise of integrity, technology-driven precision, and deep-rooted expertise. logodesign branding branddesign branddesigner graphicdesigner visualidentity logo web webdesign graphicdesign…
    uniE621 BEPENSA – Brochure Design, Logo Design, Internal Campaign materials
    Based in Mérida, Yucatán, Mexico, BEPENSA is a prominent and multifaceted business group with a rich history spanning over 75 years. Founded in 1946, what began as a local venture has grown into a significant player in both national and international markets. BEPENSA encompasses a diverse portfolio of businesses, with key divisions in beverages (as the third-largest Coca-Cola bottler in Mexico and the sole bottler in the Dominican Republic), motors & energy, industrial (packaging, chemicals, refrigeration, logistics), spirits, and financial services. Working with BEPENSA offered me a unique opportunity to collaborate with a well-established and respected organization that values ​​quality and impactful solutions across its diverse business lines. graphicdesign graphicdesigner brochuredesign logodesign graphicdesigner branddesigner designer…
    uniE621 Examples of communication materials and presentations
    During my work experience I’ve created a range of communication materials, including brochures, flyers, infographics, and marketing assets for clients across industries. graphicdesign pitchdeckdesign presentationdesign powerpointdesign brochuredesign logodesign graphicdesigner branddesign…