About Me

Blending creative vision with strategic thinking, I specialize in art direction, visual identity, and multi-channel campaign design.

“As you grow older, you'll find the only things you regret are the things you didn't do.”

― Zachary Scott

Design Leadership & Art Direction

My name is Itzel Aldama, a Head Designer and creative leader with over 13 years of experience shaping visual experiences that resonate and perform.

Since graduating with a degree in Graphic Design in 2011 and completing a postgraduate program in Project Design Management, my path has been guided by the conviction that design must marry meaning with aesthetics. I currently lead a team of four designers, overseeing projects from concept through to delivery.

My work has crossed borders, from Mexico to the US and Europe, collaborating in campaigns and branding for industries including cosmetics, fashion, real estate, hospitality, and social impact ventures. This range has enriched my perspective and enabled me to design for various audiences, cultural contexts, and market expectations.

How I approach design

I believe that strong visual work arises where strategy meets empathy. My style is hands-on, curious, and collaborative. I emphasize clarity, purpose, and consistency, meaning every design choice must serve a goal, not just a look. I guide teams with empathy, feed off creative energy, and always aim for work that connects emotionally and functionally.
Creative team leadership
97%
Adobe Creative Suite - Software
92%
Visual identity and branding
90%
Multi-channel creative strategy
85%
Web design & development
70%

Experience

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2021-Actual

PURE SKINCARE

Spain

Head of Desig | creative Director

I lead the art direction and creative vision for international brands, shaping cohesive identities across campaigns, branding, and digital platforms.

Key responsibilities and contributions:

• Strategic Adaptation: I develop creative concepts, storytelling, and campaign proposals across multiple brands, translating global positioning into ideas that resonate with the local market.

• Partnership with Brand Managers: I work closely with brand leads to shape the creative direction of each launch or campaign, ensuring the strategy is clearly and effectively executed.

• Omnichannel Execution: I coordinate 360° campaigns across e-commerce, social media, and paid channels, maintaining consistency in both narrative and visual identity.

• Team & Process Management: I lead the design team, optimizing workflows and prioritization to meet deadlines while maintaining high-quality output.

• Art Direction: I oversee all visual and audiovisual assets, ensuring consistency, quality, and alignment with each brand’s identity.

• Content Optimization: I adapt and elevate global assets to increase their visual impact and relevance within the local market.

• Business Alignment: I collaborate with Marketing and Sales teams to ensure creative work not only inspires, but also supports business objectives.

2019-2022

PUZZLE BRANDS
Spain | Bulgaria

Lead Designer | Freelance

Art direction for a multi-brand e-commerce group with a focus on international markets.

• 360° Concept Development: Creation of global campaigns and digital assets for high-traffic sales platforms.

• UX/UI Branding: Visual oversight of e-commerce environments, ensuring a responsive and consistent user experience.

• Local Strategy: Collaboration with marketing teams to adapt visual identity to the specific needs of each market.

2018-2019

FABIFY

Spain

Graphic Designer

Collaborated with the marketing team on international campaigns across European markets, producing multi-channel design assets, contributing to branding and front-end web design, supporting fashion photography strategy, and participating in research and concept development presentations.

2016-2018

CLASSIK PRINTER STUDIO
USA

Graphic Design & Marketing Strategy

Graphic design and branding. Responsible for creating all the necessary graphic material for customers. Advice on online and offline marketing campaigns and strategies for customers. Conducting constant meetings with clients to understand the concept of their projects. Support in photo sessions and retouching. Support in the creation of printed material.

2015-2016

ESPACIOS IR CORP
México

Graphic Design & Marketing Strategy

My main role was responsible for defining and projecting the brand identity. I was in charge of creating campaigns and promotional design for all the company’s projects, as well as conducting continuous research and analysis of the target market. I was in constant communication with the company’s management and actively participated in the development of advertising strategies for the projects. In addition, he was responsible for brand communication both internally and externally, and promoted the company’s corporate culture.

2011-2013

AKÁES MAGAZINE
México

Editorial & Graphic Designer

Co-founder/Associate of a socio-cultural magazine based in Culiacán, Sinaloa. Our main objective was to foster social and cultural recognition within the community. Active search for creative talents in the local area. I participated in the creation of designs (branding, editorial, advertising, etc.), communication support to make reports, as well as a fundamental part in the creation of videos and photographs needed to publish both in the magazine and in its communication channels.

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