Hi, I'm Heraclio
I believe trust is designed. The clearest brands, the ones that feel inevitable and memorable, are built through deliberate creative decisions, not accidents. That's the work I do: defining the visual language, systems, and direction that make organizations distinctive from 0→1 through global scale.
With 23 years of experience across the U.S., Europe, and Latin America, I've founded and scaled a design agency, led brand at Mozilla Firefox, managed the largest design team in Shopify's growth organization, and directed creative across 6+ ventures at All Turtles, including Carrot Fertility, which reached Series D and is now the category leader in B2B hormone and fertility benefits, and award-winning work recognized with a Silver Anthem Award.
I'm now looking for a Head of Brand Design or Creative Director role, ideally at a Series A–C startup, AI-native company, or venture studio where brand is a strategic lever and design is expected to lead.
What I Do
I'm a strategic leader who stays close to the craft, moving fluidly between high-level vision and the details that make work great.
Branding
I create distinct, memorable identities that give companies a clear point of view, from naming and visual language to the full expression of a brand across channels and markets.
Creative Direction
I translate strategy into creative concepts and cohesive experiences, guiding work from ideation through execution to ensure every touchpoint is intentional and brand-aligned.
Design Leadership
I build and lead high-performing design teams, creating the structure, rituals, and culture that let good people do their best work at scale.
Design Strategy
I connect creative vision with business goals, solving complex positioning challenges and identifying design-led opportunities for measurable growth.
Growth Design
I use design as a measurable lever for business growth, running experiments, making data-informed decisions, and optimizing user journeys to drive acquisition, activation, and retention.
AI-Native Design
I've spent three years building brands and products for AI-native companies at All Turtles. I understand how to design for trust, clarity, and adoption in a space where those things are still being defined.
23 years in, I'm still most energized by the moment a brand goes from undefined to undeniable. That can happen at any stage.
If you're building something that needs that kind of leadership, let's talk.
heraclio@designstgy.com