I’m Lalo. I bring a founder’s drive, an art director’s vision and a designer’s attention to detail.
Based in Salt Lake City, I work across branding, campaigns, and digital and print design. I love finding the thread that connects a business to its audience and turning it into something people can see, feel and recognize.
Building my own fashion brand put me on both sides of the creative process: imagining what a brand could become and doing the work to make it happen. From identity and packaging to photoshoots, e-commerce and runway shows, I learned how every detail contributes to the bigger picture.
That experience shapes how I work today. I listen closely, collaborate openly and take ownership of the execution. Whether I’m creating an identity from scratch or carrying an established brand across new formats, I bring curiosity, care and the drive to see it through.
Creative Profile
Role
Brand Designer
Art Director
Visual Designer
Focus
Brand Identity & Visual Systems
Digital & Print Design
Campaign Art Direction
Styling & Photoshoot Coordination
MY APPROACH TO DESIGN
Strategy, creativity, and intention, from the first idea to the final execution.
UNDERSTAND AND DEFINE
I start by understanding the brand, the audience, and the challenge — finding the insight that gives the project direction.
CONCEPT & CREATE
I turn strategy into visual ideas, exploring identity, typography, color, imagery, and storytelling to build something distinctive.
BUILD & BRING TO LIFE
I carry the concept across real-world touchpoints — from digital and print to campaigns, environments, and brand experiences.
Let’s Work Together
Have a branding or design project in mind? I’d love to hear about it. Get in touch and let’s create something that means something.
Currently based in Salt Lake City, Utah — working with clients anywhere.