About

Brand and creative leader with 15+ years of experience building identities, visual systems, and digital experiences from strategy through execution. I lead creative direction, turn complex ideas into distinctive brand worlds, and build systems that help teams create consistently at scale. My practice blends design, art direction, and emerging AI tools, with strong creative judgment and craft at the center.

Outside of design, I’m usually lifting something heavy, carving something, meditating, drinking an unreasonable amount of coffee, or wandering down a rabbit hole about consciousness, spirituality, and other obscure subjects. I’m interested in staying healthy, staying curious, and figuring out what exactly we’re all doing here. Cos, bro... have you looked around lately?

Clients

Google · Reddit · Allstate · Reader's Digest

Work Experience

Pardon

Senior Creative Designer | 2021 – Present

Led brand guidelines adopted across 15+ cross-functional team members; brand initiatives reached 15M+ subscribers and 30M+ monthly web sessions.

Google via Artech

Visual Designer | 2019 – 2021

Delivered 1,000+ assets annually across Google's Mastery/Skillshop platforms with 99% on-time delivery, contributing to a 10% lift in learner engagement and 5% revenue growth.

Tattz Ayazo Studio

Art Director | 2009 – Present

Founded and continue to lead an independent creative practice delivering brand strategy, visual identity, illustration, and creative direction for startups, nonprofits, and established brands.

Reader's Digest

Senior Graphic Designer | 2017 – 2018

Directed photo shoots and story-driven visuals for rd.com, driving an 8–10% lift in user engagement.

Chickend C. Project

Senior Graphic Designer | 2014 – 2017

Owned 100% of creative output; grew website traffic 50–65% through brand and content strategy.

Mia Confitura Lingerie

Designer | 2009 – 2011

Designed 50% of product and pattern collections; accelerated production cycles 22% through vendor and supply chain optimization.

Education

Deakin University

Master in Communications | Melbourne · Australia · 2011 – 2013

Colegiatura Colombiana

Bachelor in Fashion Design | Medellín · Colombia · 2005 – 2010

Skills

Brand Systems • Brand Strategy • Visual Identity • Creative Direction • Art Direction • Digital Brand Experiences • Storytelling • Cross-functional Leadership • Design Systems • AI Creative Workflows • Figma • Adobe Creative Suite