Brand Designer and Strategic Visionary

My carrer in design began in 2011 when I created the first logo I have done at the time of my employment as a draftsman in architectural and engineering projects at my mother's company, Planomap. This early exposure to design, coupled with my studies in electronic engineering, sparked a passion for blending technology and design.

In 2012 a flame disappeared in me, from that moment Ideeen Electronics was founded with three university partners. Focussed on developing innovative healthcare solutions, it has been the first time that I have got into unpredictable area of tech entrepreneurship, where I was acting as a cross-functional leader and designed the brand design system. Even though it ended up a stormy weather and eventually failedᅳdue to a sort of missing a route and different visions among foundersᅳit was not a waste of time. It was the first step toward something more.
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After completing my engineering studies, I co-founded ELECTROTICS in 2015, a grant-winning tech startup specializing in health and smart city solutions. As the lead brand strategist and CEO, I was responsible for shaping the company’s global identity. Through strategic marketing, creative brand management, and collaboration with industry giants like Huawei, Schréder, and Libelium (Google Partner), ELECTROTICS quickly gained recognition for its innovative approach and agile pivoting, ultimately leading to its acquisition by a larger consulting firm in Latin America in 2019.

During my 4 years at ELECTROTICS, working with collaborative teams in both small and large companies, I gained extensive experience in innovation processes, product design and launch, marketing campaigns, brand management, and strategic thinking. As ELECTROTICS grew, many tech entrepreneurs sought to learn from our branding and marketing strategies. This curiosity sparked a new passion in me: empowering tech business leaders by translating complex brand concepts into clear, effective strategies and high-impact designs that deliver measurable results. This marked the start of my freelance and consulting career, where I have delivered comprehensive brand systems that significantly enhanced brand recognition, created cohesive visual identities, and developed web designs that drove substantial market share growth.


In 2016, due to the high volume of freelance clients and limited time, a new idea emerged: I co-founded ÍVICCO, a fast-growing digital agency with an international presence. As the Account and Creative Director, I led the agency’s growth from a team of zero to 15 within 1.5 years, serving over 30 clients across tech, IT, healthcare, real estate, government, professional services, and retail. Our work with key regional companies in Colombia, including having a headquarters in Ruta N, Medellín—one of the most important enterprise and innovation centers in Latin America—solidified our reputation in the industry. I sold my share of ÍVICCO to my partner in 2020, and the agency continued to thrive until 2022, leaving a lasting impact on the regional industry in Colombia.
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Driven by a relentless entrepreneurial spirit and a commitment to excellence, I have consulted for approximately 25 startups and tech companies worldwide since 2015. After relocating to Long Island, NY, in 2018, I rebranded my freelance services as marcelo.design, where I continue to deliver customer-focused branding solutions.

Beyond my design work, I have served as a mentor for over 20 early-stage entrepreneurs across Colombia, the USA, and London.