• Providing a formal and semantic answer to communication needs.
• Transferring information available to human perception.
• Ideas on how to transmit the "what" or "it" of the design.
• Proyect-oriented action that combines issues of formality, communication, and society.
• Design is in a continuous process of redefinition. Design is not; it is being. (M. Ledesma)
• The design is always implicit.

• Deconstructive though builds the idea and is influenced by a variety of factors of
• four main categories:     brain         eye         heart         hand    

•               Aspects of the four categories are present in every desing, but with differing ratios in each case.
• Depending on the immanent ratios, desings are organized by:

• “Made with the brain”. Rationality determines how to do the job.
• The projects are designed and calculated very carefully chance has little effect.
• This does not imply that they are inflexible and static.

• "Made with the eye”. The most relevant feature of this category is the visual impact of the final result.
• The main component can be a photograph or monochrome stain-piece.
• All the information can be captured in a quick glance.

• “Made with the heart”. The main element is emotion, yet it does not obscure other
• aspects of the final result. The emotional element can come from a particular
• relationship or simply because the designs are especially touching.

• “Made with the hand”. Artistic and compositional aspects play a larger role in these desings.
• These are ideas with powerful gestural movements and require artisanal attention to detail.
• The principal image can be a drawing, a stain, texture, or a brush-stroke.

And beyond these elements, while binding them together, is the professionalism with which they have been rendered.

• In addition to professional projects, on this site are also shown works more capricious and playful.
• Less commodity and more fine art stylisation, these works are of freedom and executed with fewer assumptions.

• "Postcards”. The images in this gallery function like postcards from a brand-centric operative theme.
• New images will be incorporated periodically based on their concordance with the fundamental embodiment of
• the photomanipulative style. They may also be photographs of the brand-symbols in a special environment.

• “Paintings”. A virtual show of some of my paintings. They have been gathered without chronology.
• It is the permanent dialectic. In my opinion, to be a graphic designer one does not need to be an artist;
• but one needs to have an special feeling for formal aspects that embrace fine arts roots.