The Designer
Roel is an artist and graphic designer based in Austin, Texas. His work is driven by a passion for developing and strengthening memorable visual identities. For nearly a decade, he has worked with a diverse range of clients, from local small businesses to large-scale nonprofits, helping them communicate their stories, services, and products through unique and impactful visual solutions.
Outside of the studio, Roel enjoys keeping life a little less digital. You’ll find him at a rodeo, two-stepping at a honky-tonk, playing soccer with friends, or trying new barbecue spots with his family.
The Approach
At the heart of his work is a belief in the power of visual storytelling. A strong design system communicates more than information; it conveys a story, evokes a feeling, and builds trust with its audience. Roel approaches every project with the understanding that a brand’s visual identity, along with the collateral that supports it, is a crucial tool for communicating its story and establishing a recognizable presence.
Roel’s perspective on the transformative power of design was shaped early in his career, when he began supporting Hispanic immigrants establishing small businesses in North Texas. These entrepreneurs needed visual identities for their new ventures, and Roel helped translate their services, products, and ideas into distinctive visual systems they could use to promote and grow their businesses. These experiences would solidify his passion for design and set the foundation for his career in the creative industry.
The Spark
Emigrating from Mexico in the early 1980s, Roel’s parents were first-generation Americans in search of a better life for their family. They eventually settled in the lively border city of El Paso, Texas, where they encouraged Roel and his brothers from a young age to pursue their dreams, just as they had pursued the American Dream themselves.
Inspired by his parents’ courage to build a new life in an unfamiliar country, Roel continues to embrace new challenges in his career as he pursues his own professional and personal goals. Today, Roel and his family have established deep roots in Texas and remain grateful for the opportunities this country has given them.
