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Strategic clarity, art & creative direction
Culture becomes decisions. Decisions become design. Design becomes business.
Your design is only as good as the decisions behind it. I start with the culture that makes them.
Trusted by
Selected work
Proof, not pictures.
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Casa Pensativa a 16th-century house in Antigua Guatemala turned into one cultural platform: café, bookstore and cinema under one roof.
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Honda what it means to be Head of Art: a lighthouse for the team, not a stamp on their work.
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Hannah Wilson a personal brand built like a product: fun, elegant, bold, and impossible to mistake.
What I offer
Three disciplines. One direction.
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Strategic Clarity
Decisions that hold.
Call me when you're about to invest and can't say what makes you different in one sentence.
- Research
- UX research
- Brand & comms strategy
- Commercial strategy
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Art Direction
A brand people recognize before they read the name.
Call me when your visuals don't look like the company you've become.
- Visual identity systems
- Campaign art direction
- Photo, film & motion direction
- Brand guidelines
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Creative Direction
Every touchpoint pulling the same way.
Call me when every channel is doing its own thing and nothing adds up.
- Conceptualization & platform ideas
- Web & digital experience
- Social media content systems
- Ongoing creative leadership
How we work together
Three ways in. One direction.
Pick where you start. Each one leads into the next.
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WayFinder Sprint
Start at the culture.
Best when you're about to invest and your team doesn't agree on where you're headed.
You get
- Shadow Work sessions with your team
- WayFinder across three vectors
- Your Star Map: what to fix, in what order, who does it
FormatA few weeks · in the room
How WayFinder works → - 02 / 03
Direction Project
From map to market.
Best when you know the course and need the brand, campaign or platform that carries it.
You get
- Positioning, message and concept
- Identity, campaign or digital platform
- Art direction through to launch
FormatOne project · brief to launch
See the work ↑ - 03 / 03
Creative Retainer
A creative director on call.
Best when you're growing and every channel has to keep sounding like one company.
You get
- A creative director on call
- Art and creative direction across every channel
- Production scaled through VENA
FormatMonthly · ongoing
Workshops
Organizational culture & innovation workshops. Where the shadow comes to light.
Facilitated sessions for leadership teams and boards. We name what the culture decides without saying, and turn it into decisions the whole room owns.
15 years of workshops, talks and mentoring
01 · 2022–2023
Banco Industrial Board-level culture workshops for digital transformation
02 · 2025
Changan Guatemala Innovation workshop & customer journeys
03 · 2025
Suzuki Motos Launch of the new identity and campaign to the whole company, at a movie theater in Fontabella, Guatemala City
What I think
Before every piece of design there's a decision. Before every decision, there's a culture. More design doesn't fix a broken system. It covers it up.
Direction isn't guessed. It's calculated.
Vector 01
Where you come from
Vector 02
Where you stand
Vector 03
Where you want to go
WayFinder maps where you come from, where you stand and where you want to go, and turns it into a course.
Let's talk
What is your shadow costing you? Tell me, and I'll tell you honestly if I'm the right partner, and what it would take.
Tell me about your project →Not sure what it is? Get a free first reading · ~8 min →Or write directly: baiolux@gmail.com · WhatsAppBooking projects for Q4 2026