I design to bring clarity when things get complex.
My work has received organic recognition from cultural voices and creative leaders including Beyoncé, Virgil Abloh, Whoopi Goldberg, and Brian Collins.
I’ve been designing and leading creative work for over two decades, across brand, product, and cultural projects.
My work sits at the intersection of strategy, identity, and execution. Especially in contexts where clarity, taste, and cultural sensitivity matter more than surface-level novelty.
I’m not interested in design as decoration. I care about design when it stops endless discussion and helps people decide, by clearly explaining why something is designed a certain way.
I was born in Senegal and raised in Spain, and I’ve worked with people from very different cultures most of my life.
That background shapes how I think about brands, how I read context, and how I make decisions.
I pay close attention to how meaning shifts across cultures, markets, and moments, and I design with that awareness in mind.
I’m influenced by both Dieter Rams and Virgil Abloh, one rooted in simplicity, the other in culture and context. My approach sits somewhere in between, closer to clarity than noise.
I work from first principles, defining what a brand must communicate, what it must avoid, and how it should behave over time. From there, I build systems that translate those ideas into coherent, usable experiences across touchpoints.
The common thread is not the medium, but the expectation of judgment. Knowing when to simplify, when to push, and when doing less actually says more.
Working Worldwide
