My name is Camilo de Arco Betancur. Loyalty, honesty and empathy are the pillars that define who I am and what I offer. A strong sense of belonging, respect and responsibility is what guides me through any challenge that comes my way.

My greatest strength is my sensitivity. I analyse and absorb the stimuli around me every day, and I turn everyday life, art, music, literature and cinema into creative, functional ideas that stand out. The goal is always to add value to the team and adapt to the way it already works.

Three years of experience with agencies in Medellín and, remotely, with clients in the United States — long enough to have internalised the processes and picked up the tools to make them run better. In teamwork I find the richness of exploring different perspectives, unifying them, and taking a project as far as it can go.

I project myself into creative direction — understanding the brand, its environment and how it lives inside our reality. Further out, a master’s degree in Branding and Brand Communication. I also work as a filmmaker and colourist, which is why the campaign pages in these books tend to look like frames rather than product shots.

• 01Brand strategy & positioning
• 02Naming & verbal identity
• 03Logotype, monogram & symbol
• 04Typography & colour systems
• 05Packaging & print production
• 06Brand books & guidelines
• 07Campaign & product art direction
• 08Social media design & content
• 09Photography, photomontage & illustration

Sectors — Fashion · Fine jewellery · Wellness · Interiors · Architecture · Hospitality · Spirits · Food