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Hi,
I'mLeonel,aProductDesigner&Engineer.Iconnectbrand,marketinganddevelopmenttobuildclearexperiencesandsystemsthatscalewithoutdependingonme.Itreatidentity,specificationandcodeasonepiece:thebrandholdsup,theprocessgetssimplerandtheresultsaremeasurable.
What I do
From brand to product and its growth, treated as one system.
A unique brand voice, look and strategy that set you apart.
Intuitive, high-converting digital experiences for web and apps.
Measurable visibility and traffic: get found by people and generative search.
Selected work
Una app de fidelización para una marca de herramientas: puntos canjeables, promociones personalizadas, recogida en distribuidores autorizados y formación integrada, gobernada por un panel de administración que cierra el circuito completo.
Un juego de fiesta de palabra secreta que se juega en el navegador pasando un solo teléfono: el loop más pequeño que sigue siendo divertido, sin instalar nada ni crear cuentas.
Un juego del mundo físico dentro de la web: escondo objetos reales, los publico como drops en un mapa y quien los encuentra los reclama con su nombre. Mobile-first, sin apps ni cuentas.
Una mesa de rol para jugar en un rato, sin manuales: el Máster elige una historia, reparte un enlace o QR a cada jugador y todos juegan desde su teléfono, con dados y hojas de personaje en vivo.
Lab
Ideas I'd rather try than explain. Playable, right from the browser.
A treasure hunt in the real world. Follow the clues, reach the coordinates and log your find.
Play
Everyone knows the word except one. Talk without giving yourself away and spot who's faking before they point at you.
Play
Turn your link into a 3D city: each QR square is a building. Tap it to spin it up to the top, where it becomes a code you can actually scan.
Play
A tabletop you can play in one sitting: pick a story, hand a link to each player and play from your phone with dice and character sheets.
Play
A social game of hidden roles and deduction. Gather your group, hand out secret identities and survive the night.
PlayI write
Notes on brand, product and the craft of designing systems.
Creative codingUn experimento de creative coding que nació de una pregunta tonta: ¿cómo funciona un QR? Del Morse a los códigos de barras, del código al metaverso, y de ahí a extruir cada cuadrado de un QR hasta que un enlace se convierte en una ciudad 3D que puedes escanear.
Read
Opensource Knowledge¿La inteligencia se 'descarga' o hay que ser inteligente para aprender? Hoy el conocimiento se comporta como el software libre: se copia, se traduce, se adapta y se mejora en comunidad. A esa forma de aprender la llamo Opensource Knowledge, sobre cuatro pilares: accesibilidad, distribución, actualización y colaboración.
Read
Product DesignRecolectar, filtrar y analizar información es la base de cualquier investigación. La guía práctica: del planteamiento del problema a los tipos de datos, las técnicas para extraerlos (primarias y de fuentes abiertas) y las formas de analizarlos y visualizarlos.
Read
Brand EngineeringNombrar por corazonada sale caro: nombres que significan algo feo en otro idioma, sin dominio libre o imposibles de registrar. La guía completa del naming —las dos rutas, el disaster check, la disponibilidad, los criterios y la Ficha de Nombre— con el workflow graficado.
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Spec-Driven DevelopmentLa documentación empieza a mentir en cuanto la publicas. Context Driven Development invierte el orden: el contexto manda, el código es su consecuencia, y un validador impide que se contradigan.
Read
Brand EngineeringTratar la marca como un logo —o un PDF de normas— es la razón de que se contradiga en cada canal. Brand Engineering propone lo contrario: un núcleo (el ADN) y tres identidades, tokenizable y versionable como el código.
ReadMy background
A chronological path through the disciplines I've layered up — into a Product Designer & Engineer.
What I work with
What they say
Leonel is probably the most well-rounded designer I know, adding significant value to brands. As a consultant, I have always recommended him to my clients because he stays up to date with cutting-edge technologies and applies them efficiently in the services and products of companies. His comprehensive knowledge and extensive experience, along with his high-quality service, position him as a valuable strategic ally for any business or enterprise.
Simón Mila de la Roca
Franchise Consultant
Leonel provides clarity and direction in projects, fostering an environment of trust and collaboration. His ability to guide teams and connect people helps amplify strengths and generate impact. His strategic approach, adaptability, and commitment make him a reliable leader and a valuable ally in any team or company. What stands out the most about Leonel is that he is a hard worker, a strategist, and an exceptional person—an outstanding human being with a bright future ahead due to his leadership, empathy, and humanity!
José Apostólico
General Manager at Venamcham and Former Partner at PwC
Leonel has a strategic, creative, and functional vision for using emerging technologies and applications to simplify business operations, optimize processes through automation, and enhance solutions through constant curiosity and inquiry. He is an empathetic, adaptive, and solution-oriented ally who, through conversation and feedback, always finds the best alternatives for projecting viable and accurate solutions.
Richard Tovar
Founder of Agencia Indigo
Contact
Got a project in mind? Write me through the site — or directly, right here.
