Creatium

Role: Founder and General Director
Year: 2005 - 2016

What Creatium Was

In 2005, I started Creatium in Caracas, Venezuela, with a simple premise: do great work for clients who care about design. What followed was eleven years of building something I'm still proud of.

Creatium grew entirely through reputation. No pitch competitions, no cold outreach campaigns, just work that earned the next conversation. Over time, that led to a roster of global brands, S&P 500 companies, and regional market leaders across CPG, pharma, telco, cannabis, and consumer goods. At our peak, we were in a position most agencies never reach: selective about the projects we took on.

The work was broad by design, brand identity, packaging, web, campaigns, and everything in between. Clients came back because we understood their business, not just their brief. The relationship with Cervecería Regional lasted eight years. Several others ran nearly as long.

What doesn't show up in the client list: building a team in Venezuela during one of the most economically turbulent periods in the country's modern history, maintaining 100% retention while scaling to $400K+ in annual revenue, and creating a culture where the work was genuinely good, and the people genuinely wanted to be there. Some of those friendships are still alive today.

That's what I built before Mozilla, Shopify, and All Turtles. It's where I learned that design is a business, and that the best client relationships are built on trust that compounds over time.

My Role

As Founder and Creative Director, I ran everything: business development, hiring, creative direction, client relationships, and financial management. The team grew to 10–15 designers and contractors at various points, spanning brand, web, packaging, motion, illustration, and video production.

The part I valued most was staying close to the work itself. I never became purely an operator. The creative direction was always mine, and working alongside the team was always where I did my best thinking.

Impact

• Founded and scaled Creatium over 11 years into one of Venezuela's leading design studios, with a portfolio of 200+ projects across global and regional brands
• Built long-term client relationships averaging multiple years, including an 8-year partnership with Cervecería Regional
• Grew to $400K+ in annual revenue in a challenging economic environment through organic growth and selective project intake
• Maintained 100% team retention while scaling, building a culture that outlasted the company itself

Projects Samples

Over eleven years, Creatium worked across industries, geographies, and formats. What follows is a broad cross-section of the work: brand, packaging, web, and campaigns for clients ranging from Venezuelan market leaders to global S&P 500 companies.

Cerveceria Regional

Venezuela's leading brewery. Our longest client relationship — eight years — spanning multiple consumer product brands with a heavy focus on alcoholic beverages. The longevity of the partnership was built on consistent delivery and a genuine understanding of their market and consumer.

Flow Kana

The first sustainable, sungrown cannabis company built around an independent farm ecosystem in Northern California. We developed their strategic brand identity from the ground up. The work contributed to Flow Kana being recognized as the top California cannabis company in 2018–2019.

Frigurt from Parmalat

A frozen yogurt brand popular across Latin American markets. We developed new packaging systems for three consumer mass products, balancing shelf appeal with brand coherence across a diverse flavor range.

Yoka from Parmalat

A drinkable yogurt line from Parmalat with strong regional recognition. Packaging design work focused on appetite appeal and differentiation within a competitive dairy category.

Oreo

Thematic and promotional packaging for one of the world's most recognized cookie brands. Working within Mondelez's global brand standards while creating work that felt locally relevant and visually fresh

Cisa

An Italian security and access control company. We created editorial assets, packaging, photography, and promotional materials for their Latin American market presence.

Living+

A household goods brand distributed through Walmart and major retailers globally. We developed their strategic brand identity, marketing touchpoints, and product design across the line.

Janssen Cilag

A global pharmaceutical subsidiary of Johnson & Johnson. We served as their strategic creative partner for promotional and sales materials, event concepts, and visual communications across therapeutic area

Heinz

Global food brand known for ketchup, sauces, and packaged goods. We supported Heinz with POS promotions and retail design across multiple campaigns.

Johnson & Johnson

Carefree is a brand known for its feminine hygiene products, particularly its line of panty liners designed for comfort and freshness.

LeZuc

A natural, zero-calorie stevia sweetener brand. We developed the full brand identity and packaging, positioning LeZuc as a premium healthy alternative in the sugar substitute category.

Digitel

A Venezuelan telecommunications company that pioneered GSM and 4G LTE networks in the country. Brand and marketing design work across campaigns and digital touchpoints.

Del Monte

A global food and beverage company. Packaging and marketing design work for their Latin American market presence.

Web Design Project Samples

Our web portfolio spans a diverse client base, including financial institutions, retail centers, advertising agencies, and tech startups. These samples highlight our ability to adapt our creative and technical approach to any industry’s unique demands.

Branding Project Samples

We specialized in building cohesive brands from the ground up. This selection showcases our ability to translate complex business goals into full-scale brand strategies and visual systems. We’ve successfully applied this methodology across a diverse client portfolio, ranging from boutique fashion labels and consumer goods to major banking centers and advertising agencies.

What my clients said about working with me

Gabriel Harting- J&J

Gabriel hired Creatium services and worked diretly with Clio

Heraclio is a dedicated profesional, he always has strategic thinking with his big picture of the business, objective oriented, desing and image knowledge and unimpeachable professionalism, always deliver high results.  He knows about new trends and best practices in Creativity, design, image and branding business. 
We build a good professional relation based on excellent results and understanding, Is a Pleasure recommend to Heraclio as a as unimpeachable professional.

Isaac Castejon - LeZuc

Isaac hired Creatium services and worked diretly with Clio

Heraclio is a fantastic designer. When you need something done well, talk to him, you won't be disappointed. He's an artist with business sense, what more could you ask for.

Maria Landi - Mondelez International

Mondelez Int. hired Creatium services and worked diretly with Clio

Working with Creatium was a great experience in terms of not only the delivery on time of the proposals, but also the creativity that was put into each of the projects. When we decided to work with Creatium, we were looking for new options in terms of design of package and without any doubt they found its way to surprise us with different, impressive and very high quality options. 
 
If I have to summarize Creaitum in one word I would say “CREATIVITY”. I was very impressed by receiving totally different proposals, each of them with a strategic thought behind explained by the understanding of the business, brand’s main competitors as well as the group target. 
 
On top of that, I can say it was a pleasure working with Heraclio as he always showed to be a very serious and reachable professional, who cares and respect the time of others and deliver outstanding results on time. I would definitely recommend Creatium’s work. 

heraclio@designstgy.com