I led the LatinXcellence rebrand for ITJ with a clear mission: to break away from the generic, iterative branding that dominated the biotech and health sciences space and create something truly distinct, culturally resonant, and future-forward. The previous identity blended into a sea of similar corporate aesthetics, making it difficult for ITJ to stand out in a competitive market. To redefine its brand presence, I conducted an in-depth competitive analysis, studying not only ITJ’s direct competitors but also global brands that successfully balanced cultural authenticity with modern innovation.

Through a series of stakeholder interviews—from leadership to engineers and sales teams—I identified a key challenge: the brand needed to feel more bold, human, and uniquely Latin American, while still maintaining credibility in high-stakes industries like tech, life sciences, and AI-driven solutions. The solution was a brand system that fully embraces Latin American excellence—leveraging rich, vibrant visuals, cultural motifs, and cutting-edge design elements that reflect ITJ’s unique position as a bridge between top-tier engineering talent in LATAM and global enterprise clients.

I developed a visual language that is atypical for the industry, incorporating circuit-inspired Latin American animals, futuristic color palettes, and a photography style that blends human talent with technological innovation. By crafting a design direction that is bold, recognizable, and deeply meaningful, I ensured ITJ no longer fades into the background. Now, its brand presence reflects its true impact—a company that is not only driving innovation but doing so while celebrating and elevating Latin American talent on the global stage.