Hello, I’m Lu I’ve been working in **graphic design and illustration** for brands for over 7 years. I live in Santa Cruz de la Sierra, Bolivia, where I began my career and gradually grew in the field until I discovered my true passion: **branding**. I’m passionate about creating brands that have a positive impact on society. Recognizing their role as social agents within human communities has become the core of my approach to every branding project. I’m obsessed with finding the common thread that makes a brand coherent, and therefore recognizable and memorable. This obsession led me to integrate strategic thinking into my creative process, allowing me to translate a project’s business objectives and strategy into its intangible elements. On top of this, I’ve been able to incorporate a skill that has unknowingly been with me since childhood: illustration. Building visual universes for each brand has become one of my favorite things in the world. Helping brands expand beyond their logos and into unconventional formats is, in my opinion, one of the most powerful steps a project can take—and let’s be honest, it’s also way more fun to develop!…Hello, I’m Lu I’ve been working in **graphic design and illustration** for brands for over 7 years. I live in Santa Cruz de la Sierra, Bolivia, where I began my career and gradually grew in the field until I discovered my true passion: **branding**. I’m passionate about creating brands that have a positive impact on society. Recognizing their role as social agents within human communities has become the core of my approach to every branding project. I’m obsessed with finding the common thread that makes a brand coherent, and therefore recognizable and memorable. This obsession led me to integrate strategic thinking into my creative process, allowing me to translate a project’s business objectives and strategy into its intangible elements. On top of this, I’ve been able to incorporate a skill that has unknowingly been with me since childhood: illustration. Building visual universes for each brand has become one of my favorite things in the world. Helping brands expand beyond their logos and into unconventional formats is, in my opinion, one of the most powerful steps a project can take—and let’s be honest, it’s also way more fun to develop!WWWW…