In 2014, my life took a radical turn.

After working for over twenty years in Madrid, I moved to a small village in the Axarquía region of Málaga, to live on a seven-hectare farm with avocado trees and muscatel grapevines.

What a change!

Working in the countryside wasn’t as idyllic as I imagined, but it gave me a big push in life and in my career. Being a designer and entrepreneur in a rural area lets me stay connected to global trends, while staying rooted in the land and in a real, everyday life. Both sides feed each other. I found my place.

But, but, but… (there’s always a but).

For those of us who live close to the land, the impact of climate change has become very clear in recent years: harvests are smaller and trees are dying. Living this reality firsthand has made me ask myself the same question again and again:

What can I do about such a huge global problem?

Many times, I had no answer.

(…)

Now I’ve found my answer. And I know there’s no time to feel down.
In my work and personal life, I’ve found a new way of looking at things — one that changes everything and makes me even more committed to helping change the economy, society, and the environment.

Circular design and communication are my way to drive change.

Today, I feel a new chapter beginning, full of opportunities for people and companies who want to be part of the change.

I’m ready.  Are you?  Will you join?

You can read more about my professional background below.

ARTISTIC AND TECHNICAL EDUCATION

In the early 1990s, I began my Fine Arts degree at the University of Salamanca.

Between 1995 and 1999, I continued my studies at the Polytechnic University of Madrid, specializing in Interior Architecture. The most valuable lesson from those years was understanding that both functional and emotional needs are the key to creating designs that truly improve people’s lives.

Not quite an artist, not quite an interior designer.

After nine years of training, I finally knew where I felt completely in my element: in the visual and verbal communication that graphic design brings to life. I started my professional life as a designer.

MADRID: THE EPICENTER OF DESIGN

In 2000, my professional career began at Unocomunicación, the design studio of Alex Castillo. More on Alex

My creativity began to flourish thanks to a team-based methodology that allowed us to develop genuine and coherent solutions, optimizing time and resources. Many projects from that period remain relevant today, proving that strategic design paired with simple and innovative graphic execution creates brands that endure and evolve. Go to Coocrea

In 2010, we transformed into Rrebrand, the same team, now as co-owners. Amid the digital boom, we adapted our branding expertise to emerging technologies. User experience (UX) became a priority, not only in web development but across all areas of design, solidifying methodologies like design thinking.

FREELANCER IN A RURAL SETTING

Since 2014, I’ve been living in El Borge, a village in the Axarquía region of Málaga. I work as a freelancer.

I had the opportunity to collaborate with Tanynature, a Spanish company that is a global leader in the stone fruit sector, committed to sustainable production. Over the years, I’ve developed the group’s brand and various product brands targeting audiences in Brazil, China, and Europe. Our professional relationship has been and continues to be deeply rewarding.

THE CIRCLE IS COMPLETE

In 2024, I made a personal and professional shift to focus on exploring how the circular economy can be translated into the fields of design and communication.

That’s how El Circulómetro: Circular Brands vs. Greenwashing was born — a project aimed at companies transitioning toward sustainable models, and at consumers who want their choices to matter and contribute to a healthier, more conscious economy.