I’m Cristóbal,
Design, Product
& Experience
Leader
As a design alchemist, I work at the intersection of strategy, technology, creativity, and human-centred design—bringing disciplines together to turn complex challenges into meaningful experiences.
For more than 18 years, I have worked across digital transformation, brand, design systems, product and experience design, and innovation, leading projects for organisations including Morgan Stanley, Comcast NBCUniversal, Bloomberg, and McCann Erickson. But those are just numbers…
What truly matters to me is what happens when different disciplines, perspectives, and ways of thinking come together…
The power of creating
Always evolving, I learn, explore, and apply new ideas, knowledge, and tools to create meaningful experiences. These are some of the areas that have shaped my work over the years:
- Creative Leadership
Across independent studios, agencies, and large organisations, I have led strategy, creative direction, and design projects with multidisciplinary teams—from defining scope and budgets to design, production, and measuring outcomes.
I move naturally between strategic vision and execution: leading teams, aligning disciplines, and taking an idea from concept to reality, while staying hands-on whenever a project needs it. Seeing a vision come to life is one of the things I love most about design. - Design Thinking & Research
To me, design’s real power goes beyond what we can see. I use Design Thinking, research, and design tools to understand complex problems from different perspectives, uncover opportunities, and reach solutions that would rarely emerge from a single discipline.
I am especially interested in the space where curiosity meets experience: observing, questioning, researching, synthesising, and experimenting to turn learning into new possibilities—whether facing a business challenge, a digital experience, or an issue with broader social impact. - Strategic Design
I see design as a way to connect people’s needs with the goals of an organisation or project. I turn insights and opportunities into clear strategies, relevant concepts, and experiences that create real value.
I aim to turn complexity into direction: defining priorities, connecting perspectives, and building a vision that lets teams, organisations, and projects move forward with clarity. A strong design strategy defines not only what to create, but why it matters and where it can take us. - Products & Experiences
I design digital products and experiences that are useful, intuitive, and meaningful. Throughout my career, I have worked on everything from digital platforms and products to connected ecosystems and services.
My approach combines conceptual thinking with attention to detail: defining structures, flows, and interactions; prototyping, designing, and refining solutions that can evolve and grow. I aim to create experiences that work well, feel right, and carry a beauty and meaning of their own. - Design Systems
Design systems create coherence and let experiences evolve without losing their identity. I have developed and led systems that connect principles, components, patterns, and visual languages to create consistent, scalable experiences.
More than a collection of elements, I see a design system as a shared language that helps different teams and disciplines work better together, accelerate creation, and maintain a common vision as products and ecosystems grow. - Branding & Brand Systems
I see brands as living systems that extend far beyond visual identity. I have worked on the creation and evolution of brands, developing concepts, visual languages, and systems that can express themselves coherently across media, experiences, and contexts.
I am passionate about building worlds around an idea: finding the concept that gives them meaning and turning it into a system that can grow, adapt, and retain its identity. A brand comes alive when it stops being only an image and becomes an experience.
Design Philosophy
Design means facing the challenges created by progress, technology, and a changing world with conceptual creativity and practical efficiency—seeking new ways to see, perceive, use, and experience our reality.
I approach problems with the curiosity of a child encountering a situation for the first time. Every project, industry, and discipline I have worked in has expanded my toolkit. When I look at a problem with openness and curiosity, possibilities emerge that may not be obvious at first. Experience then helps turn those possibilities into robust solutions.
For me, it is all part of a design process that, when approached strategically, can take a project much further.
Our interactions and emotions are deeply shaped by how we live, by technology, and by the environments we build. Many of these experiences become so familiar that we stop questioning them.
Design carries a fundamental responsibility: to put human needs at the centre and create solutions that are useful, meaningful, and conscious of their impact. This is where design can make a real contribution—questioning what is established and creating new ways to relate to technologies, services, and our environment.
Designing for people also means recognising their diversity, contexts, and needs, and taking responsibility for the decisions we make as designers.
Designing differently
Siloed disciplines can reach their limits when facing challenges that require new perspectives. Design and creativity create room for different forms of knowledge, techniques, and ways of thinking to converge into integrated, distinctive solutions.
This process, inspired by Design Thinking, can be applied to even the simplest project. To me, designing means building with intent from the outset through delivery, paying attention to both the decisions and the people who will ultimately live the experience.
A solution comes alive when it no longer belongs only to the person who designed it and begins to be experienced by others. That is why I see every project as an evolution: even when a system exists, there is always room to observe, learn, and find a new possibility.