Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
Hi, I’m Carlos, a creative director.
I close
Hi, I’m Carlos, a creative director.
I close
Hi, I’m Carlos, a creative director.
I close
Hi, I’m Carlos, a creative director.
I close
Hi, I’m Carlos, a creative director.
I close
Hi, I’m Carlos, a creative director.
I close
Hi, I’m Carlos, a creative director.
I close
Hi, I’m Carlos, a creative director.
I close
Hi, I’m Carlos, a creative director.
I close
Hi, I’m Carlos, a creative director.
I close
It’s the space between the people who build something and the people who need it. I close it for USDA, the Smithsonian, the World Bank, Adobe and DC Jazz Festival.
It’s the space between the people who build something and the people who need it. I close it for USDA, the Smithsonian, the World Bank, Adobe and DC Jazz Festival.
It’s the space between the people who build something and the people who need it. I close it for USDA, the Smithsonian, the World Bank, Adobe and DC Jazz Festival.
Let’s collaborate
Institutions
Institutions
Institutions
Institutions
Institutions
People
People
People
People
People
Data
Data
Data
Data
Data
Emotion
Emotion
Emotion
Emotion
Emotion
Strategy
Strategy
Strategy
Strategy
Strategy
Craft
Craft
Craft
Craft
Craft
Design
Design
Design
Design
Design
Code
Code
Code
Code
Code
Hi, I’m Carlos, a creative director.
Good work dies in the gap.
I close
the gap.
Hi, I’m Carlos, a creative director.
It’s the space between the people who build something and the people who need it. I close it for USDA, the Smithsonian, the World Bank, Adobe and DC Jazz Festival.
Let’s collaborate
Institutions
Institutions
People
People
Data
Data
Emotion
Emotion
Strategy
Strategy
Craft
Craft
Design
Design
Code
Code
I close the gap.
I close the gap.
Selected work · 10 cases
These are the bridges I’ve built.
These are the bridges I’ve built.
Government
USDA APHIS · with Sage
African swine fever biosecurity guidance
Pigs Don’t Fly
View case
Government
USDA APHIS · with Sage
African swine fever biosecurity guidance
Pigs Don’t Fly
View case
Culture
Smithsonian · National Museum of the American Latino
A museum with no building yet
An identity that carries the story on its own
View case
Culture
Smithsonian · National Museum of the American Latino
A museum with no building yet
An identity that carries the story on its own
View case
Global & nonprofit
World Bank · #Roads4Life
A road safety data mandate
Data Saves Lives, in three languages
View case
The full index
Government
USDA · FDPIR
One federal handout formula
One federal handout formula
Two design systems local teams choose from
Government
Adobe · Digital Government Index
An 80-page report
An 80-page report
A 15-minute meeting with a state CIO
Culture
DC Jazz Festival
A new identity every year
A new identity every year
One system that improvises
Tech & B2B
Sigma Defense
A site organized by product line
A site organized by product line
A site organized by mission
Tech & B2B
Okta · Higher Ed Video
Identity access management
Identity access management
A 60-second story for university leaders
Tech & B2B
Creative Cycle
Too small to compete
Too small to compete
Small on purpose
Government
IronArch Technologies
Sounding like every federal contractor
Sounding like every federal contractor
Naming who they serve: Army, Navy, VA, DHS
See all work
The full index
Government
USDA · FDPIR
One federal handout formula
Two design systems local teams choose from
Government
Adobe · Digital Government Index
An 80-page report
A 15-minute meeting with a state CIO
Culture
DC Jazz Festival
A new identity every year
One system that improvises
Tech & B2B
Sigma Defense
A site organized by product line
A site organized by mission
Tech & B2B
Okta · Higher Ed Video
Identity access management
A 60-second story for university leaders
Tech & B2B
Creative Cycle
Too small to compete
Small on purpose
Government
IronArch Technologies
Sounding like every federal contractor
Naming who they serve: Army, Navy, VA, DHS
See all work
About preview
The worlds I work between
The worlds I work between
Spanish
Spanish
Spanish
English
English
English
English is my second language. With Sage, we built USDA’s Pigs Don’t Fly in five languages from the start. Case: Pigs Don’t Fly
Institutions
Institutions
Institutions
People
People
People
I co-led the identity for the Smithsonian’s National Museum of the American Latino, the museum of my own community. Case: National Museum of the American Latino
Data
Data
Data
Emotion
Emotion
Emotion
For the World Bank’s African Road Safety Observatory, a data mandate became three words: Data Saves Lives. Case: #Roads4Life
Strategy
Strategy
Strategy
Craft
Craft
Craft
DC Jazz Festival gets a new look every year. One system underneath keeps it the same festival. Case: DC Jazz Festival
More about Carlos
Method
Design as translation
Design as translation
Every project is a message that has to survive a change of language.
Every project is a message that has to survive a change of language.
1
Listen to both sides.
The institution, and the people it needs to reach.
1
Listen to both sides.
The institution, and the people it needs to reach.
2
Find the one idea that makes sense on both.
For USDA APHIS, biosecurity guidance became Pigs Don’t Fly.
2
Find the one idea that makes sense on both.
For USDA APHIS, biosecurity guidance became Pigs Don’t Fly.
3
Build a system that keeps working after I leave the room.
#Roads4Life’s toolkit runs across country partners without the agency present.
3
Build a system that keeps working after I leave the room.
#Roads4Life’s toolkit runs across country partners without the agency present.
The book
The Scrolling Economy
My book on why good work gets approved in the room and lost in the feed, and what to do about it. Free as a PDF.
Get the free book
Journal
