Hello.
I'm Baron.
I bring brands to life.

I live in Brooklyn, New York, and I’m a design director with 15+ years of experience in branding and creative strategy. My work spans from building visual systems to designing brand experiences that bring strategy to life. I’ve collaborated with agencies and clients across industries—healthcare, retail, technology, corporate, and non-profit—delivering digital-first solutions that balance creativity and strategy. Along the way, I’ve partnered with brands such as Mayo Clinic, AbbVie, PwC, Poly, Exact Sciences, Cytiva, Dollar General (pOpshelf), Abbott, Danaher Group, Timex, Keurig, Hershey’s, AT&T, IBM Watson Health, and many more. I thrive on creative collaboration, crafting compelling pitches, strengthening relationships, and turning opportunities into long-term partnerships.

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KEY STRENGTHs

Project Execution & Problem Solving

  • Fast, efficient, and committed to design excellence from concept to delivery

  • Anticipate scenarios through clear organization, planning, and visualization

  • Stay calm and methodical under pressure to meet deadlines with quality

Design Expertise & Philosophy

  • Blend classic and modern sensibilities to deliver standout, competitive solutions

  • Pursue exhaustive exploration to uncover the strongest creative outcomes

  • Believe design is most powerful when it becomes a seamless part of daily life

Client & Relationship Management

  • Trusted “client whisperer” known for building lasting partnerships and repeat work

  • Dependable leader who can step in and drive projects to the finish line

  • Communicate with honesty and focus, ensuring

    client confidence at every stage

Leadership & Team Management

  • Lead multiple projects with structure, transparency, and creative inspiration

  • Mentor and motivate junior designers through hands-on guidance and example

  • Build trust across all levels by managing both up and down effectively

  • May 2022 – Current
    Freelance Design Director / Designer

    • Partner with agencies including Interbrand, Siegel+Gale, Prophet, Sullivan, Hugo Collective, Lost Office Collaborative, and Elume Group on brand and design initiatives

    • Create digital-first brand systems and visual identities that bridge strategy and creativity

    • Drive business development by crafting pitches, building relationships, and converting opportunities into long-term partnerships

    • Collaborate across industries including pharmaceuticals, retail, automotive, hospitality, gaming, technology, academia, and beauty/skincare

    • Deliver impactful solutions for clients such as Abbott, AbbVie, UL Solutions, Hyzon, Crown Castle, Choice Hotels, University of Texas at Austin, Qualtrics, Chick-fil-A, and FreshTake Grocery

    October 2017 – May 2022
    Prophet | Design Director
    New York, NY

    • Led multiple design teams, conceptualizing original ideas and inspiring creative exploration while overcoming complex roadblocks

    • Drove innovation in visual design and brand experiences, aligning creative solutions with business and strategic objectives

    • Managed client engagements in partnership with strategy and account teams, ensuring seamless transitions from strategy to execution

    • Contributed to business development through pitches, proposals, and strengthening
      client relationships

    • Collaborated on brand strategy and verbal branding to deliver cohesive, end-to-end brand experiences

    • Elevated brands for clients including Mayo Clinic, AbbVie, PwC, Poly, Exact Sciences, Cytiva, eHealth, Dollar General (pOpshelf), Allergan Aesthetics, Abbott, and Boston Medical Center 

    March 2013 - October 2017
    Prophet | Senior Designer
    New York, NY

    • Drove client engagement by presenting creative solutions, articulating design strategy, and strengthening relationships

    • Oversaw time and deliverables management across complex projects to ensure quality and timeliness

    • Mentored interns and evaluated potential hires to support team growth and capability-building

    • Elevated brand experiences for clients including Timex, Keurig, Lovesac, Hershey’s, AT&T, and
      IBM Watson Health

    November 2010 - March 2013
    Prophet | Designer
    New York, NY

    • Bridged strategy and design by translating insights into cohesive visual systems and brand expressions

    • Partnered with strategists and directors to align creative exploration with business objectives

    • Supported client engagements by developing brand guidelines, books, and collateral for scalable impact

    • Delivered branding solutions for clients including Emart, Novant Health, AIA Group, PepsiCo, and UnitedHealth Group

    May 2010 - October 2010
    Creative Circle | Freelance Designer
    New York, NY

    • Collaborated with small agencies to explore logos and visual identity systems for diverse clients

    • Ranked among the agency’s top five freelance talents, becoming a first-choice placement for projects

    • Delivered creative solutions for clients including Prophet, the National Football League, and
      Blur Advertising

    August 2008 - May 2010
    Crosspoint | Designer
    Seoul, Korea & New York, NY

    • Led brand development through logo creation and visual system exploration with the creative director

    • Shaped innovative design strategies across packaging, retail environments, and
      illustration platforms

    • Directed pitch development and coordinated freelancers to deliver high-quality outcomes

    • Advanced branding for clients including Samsung (Shilla), Lotte, Sejung, and H-Mart

    July 2006 - July 2008
    LT Apparel | Junior Graphic Designer
    New York, NY

    • Designed catalogs, lookbooks, labels, and client presentations to elevate brand storytelling and support sales

    • Collaborated with apparel design teams on graphic patterns and tech packs to streamline production

    • Developed design solutions that strengthened relationships with major retailers including Target, Adidas, and Walmart

  • May 2025
    Google UX Design | Online
    Online certification course

    May 2007
    Parsons The New School for Design | NYC
    Bachelors Degree in Fine Arts majored
    in Communication Design.

    December 2004
    Nassau Community College | NY
    Associate’s  Degree in Applied Science majored in
    Commercial Art: Digital Technologies.

  • 2019 Best corporate rebrand following a merger
    or acquisition:
    Silver - Poly and Prophet 

    2019 Best visual identity from the technology,
    media and telecommunications sector:
    Bronze - Poly and Prophet

  • I’m deeply inspired by graphic designers and artists who explored beyond traditional mediums—especially children’s books. Ivan Chermayeff is one of my greatest influences; his ability to balance simplicity and detail continues to shape my work. I’ve been fortunate to collect several of his books, posters, and pieces of original art.

    I also admire Bruno Munari, whose book Design as Art is one I recommend often. His inventive spirit—spanning graphic design, lamps, furniture, and children’s books—reminds me that creativity has no boundaries.

    Another inspiration is Alexander Calder, particularly his circus sketches. His relentless drive to create, from paintings to mobiles to jewelry, encourages me to approach design with the same energy and curiosity.

  • I grew up in the Philippines and moved to New York in 2000. My earliest creative influences came from my family’s autobody shop, where I watched artisans shape metal and decorate jeepneys with bold graphics. That mix of craft and expression sparked my passion for typography and design, alongside a love for comics, band logos, and signage.

    Encouraged by my parents, who collected art and antiques, I immersed myself in books and vintage comics from local sales and libraries. Discovering Highlights magazine and its DIY projects cemented my path toward a creative career—one rooted in curiosity, craft, and storytelling through design.

  • Outside of design, I enjoy long-distance cycling on weekends and exploring antique shops. I collect a wide range of books—from design references to vintage children’s books—as well as build and collect model cars, a hobby rooted in my upbringing around cars and my family’s machine shop. I’ve also gathered a growing collection of artworks and prints that I look forward to displaying. Surrounded by visual textures, I stay inspired and energized in both my work and personal life.