About
Designing with purpose, clarity, and conviction
I'm Paco Reyes, an independent creative director and designer based in Barcelona. For over a decade, I've been helping brands find their voice through considered, craft-driven design.
I believe design should serve a purpose beyond aesthetics. Every decision — from the weight of a typeface to the rhythm of a layout — should advance the story a brand is trying to tell.
My work sits at the intersection of strategy, craft, and emotion. I partner with founders, creative teams, and organizations who understand that great design isn't a luxury — it's a competitive advantage.
Before founding my own practice, I spent years at leading agencies in London and Barcelona, working with brands across luxury, technology, culture, and sustainability. That breadth of experience informs everything I do — bringing unexpected perspectives to every brief.
Services
What I bring to the table
Brand Identity
Crafting distinctive visual identities that capture the essence of a brand and resonate with its audience. From strategy to execution, every element is considered.
- Brand strategy & positioning
- Visual identity systems
- Logo design & typography
- Brand guidelines
- Naming & verbal identity
Digital Design
Designing immersive digital experiences that blend aesthetics with function. Websites, platforms, and products built with precision and purpose.
- Web design & development
- UI/UX design
- E-commerce experiences
- Interactive prototyping
- Design systems
Art Direction
Guiding the visual narrative across every touchpoint. From photo shoots to campaign visuals, ensuring a cohesive and compelling story.
- Creative direction
- Photography direction
- Campaign visuals
- Editorial design
- Motion & video direction
Strategic Consulting
Helping brands navigate complexity with clarity. Research-driven insights that inform design decisions and unlock growth opportunities.
- Brand audits
- Market research
- Content strategy
- Digital transformation
- Workshop facilitation
Selected clients
Lumière Parfums
Terraform Studios
Sonora Music
Meridian Watches
Verdant Energy
Kinetic Performance
Arco Collective
Noria Hotels
Palau Records
Estela Beauty
Hinterland Press
Covo Architecture
Recognition
Awards & mentions
2025
European Design Award — Gold
Brand Identity
2025
Awwwards — Site of the Day Nominee
Web Design
2024
D&AD — Wood Pencil
Information Design
2024
Red Dot — Best of the Best
Communication Design
2023
Brand New — Best Identity
Brand System
2023
CSS Design Awards — Special Kudos
UI/UX
Kind words
“Working with Paco transformed how we think about our brand. The attention to detail and strategic thinking elevated every aspect of our visual identity. It wasn't just design — it was a revelation.”
FAQ