About me and what inspires me

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I was born in Misiones, a province of red soil and waterfalls in the northeast of Argentina. During my childhood, we moved frequently due to my parents' work, but despite the challenges, this experience taught me how to connect with new people and adapt to circumstances. Additionally, three passions stayed with me along the way: drawing, playing video games, and writing horror stories.

At fourteen, when I got my first PC, I realized that video games were more than just a hobby—they were an endless source of visual and narrative inspiration. I also discovered what it meant to have a “digital user experience” when I interacted with the various Windows programs for the first time. That's when I came across Windows XP Tour: an interactive assistant that showcased the system's features. I remember spending hours recreating the menus, buttons, and transitions of the assistant using PowerPoint, just for fun; little did I know, that was my first experience prototyping an interface.

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After finishing high school, although my initial plan was to study architecture, financial circumstances led me to choose civil engineering. However, I never regretted that decision: this career taught me to adapt to different problems, trained me to recognize variables, and developed my ability to find solutions regardless of the situation. Meanwhile, my passion for design remained intact, and I channeled it by creating flyers and logos for my friends.

Once I graduated and started working as an engineer in building construction, my passion for design and communication took over, and I created a YouTube channel to talk about graphic brands. The goal was simple: to explain how my ideas came to life—showing sketches and even discarded proposals—and how I arrived at the final solution. Meanwhile, I fueled my enthusiasm for literature by writing the scripts for my videos. At first, it was hard to gain subscribers, but after some time, the channel grew, and people from all over the world started asking for my services, to the point that I was able to leave construction behind and dedicate myself to design and content creation full⁠–⁠time.

Back then, something important was discovering Foroalfa: a channel that also tackled the topic of branding, but with a much more pragmatic approach that resonated well with my engineer mindset. You see, designers often justify their designs by claiming that shapes and colors convey values or messages. But in this way the marking signs are asked too much, waiting for them to be a kind of summary of the story that the brand wants to tell. Reality is far less dreamy, though more logical and satisfying than expected: when a person interacts with your product or service, that's when your graphic brand is present (in packaging, on a website, anywhere) and it starts absorbing that experience (gathering “brand equity”). Finally, when the user finds the brand again anywhere else, the desired effect occurs: there is an evocation of the previously assigned meanings traveling from the brand to the person.

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Understanding this was a game⁠–⁠changer for me. While I was good at telling stories and convincing my clients, constantly juggling those things was too demanding. Now, I could focus on solving problems by paying attention to more tangible aspects: Was the brand legible from the right distance and at the right size? Did its color help differentiate it from the competition? Was it really better to stand out or to align more with the competition? These are just some of the so⁠–⁠called “brand performance parameters”, a set of requirements that can be applied to a brand without asking too much, and it's crucial to shed certain myths in order to avoid overlooking any of them and to connect them properly to a brand strategy.

Shortly after I started making videos, I had an idea I wanted to turn into an app so I ventured into the startup world. I took a course at an incubator where I learned agile methodologies and lean startup techniques. That's when I developed my first prototype in Adobe XD, as I needed something to show and convince developers to join me. While I managed to put together a team, the project never took off because it was too ambitious. Still, I learned a lot from that experience, although I couldn't shake the frustration of not knowing how to develop and not being able to handle projects more independently.

In 2019, I decided to dive into the classic stack of HTML, CSS, and JavaScript, and quickly found my footing. Unlike the monotony of overseeing building construction, this was a fertile ground for creativity, similar to brand design but much more challenging. A year later, I discovered React, which soon became my favorite technology. With all this, and a client base from my branding work, I began to focus more and more on web development, leveraging my experience as a designer and writer to create high⁠–⁠impact and conversion⁠–⁠focused websites.

In 2022, I discovered The Website Architect, a YouTube channel that would be the web design equivalent of Foroalfa. The premise is the same: creativity alone isn't enough, and having a practical, problem⁠–⁠solving mindset is essential to creating efficient websites. I remember one quote from this channel that really caught my attention: “Animations on scroll hinder access to information, sacrificing too much UX in favor of UI.” It was like something clicked in my head and forced me to listen.

In recent years, beyond web design and development, I've ventured into creating more ambitious applications. This is how Petpath, Gradient Border, and other apps you can see in this portfolio came to life. When it comes to personal projects, I take the decision to start a new one very seriously and follow four key principles to determine if it's truly worth it. It must be:

I’m currently developing whatMLmodel, an application that uses artificial intelligence to recommend machine learning models. In this same vein, I’m very interested in pursuing a master’s in machine learning and artificial intelligence, something that has become one of my medium⁠–⁠term priorities. My goal is to turn all that knowledge into features for innovative applications and more efficient development processes.

Next, I’d like to share some videos from YouTubers who have inspired me throughout my career and sum up my vision of web design and development: