Designing from inside out

Early in my career, fresh out of Industrial Design school in Spain, I landed my first full-time role in the United States with E-Flux; an environmental lab specializing in biodegradation monitoring for oil spills. Leadership knew they wanted to optimize production and elevate the company’s look and feel, but there was no assigned playbook, formal job description, or hand-fed task list.

I started by wearing whatever hat was needed even rolling up my sleeves directly in the lab. Immersing myself alongside the scientists changed how I viewed design forever. I understood that running a business is far more than making things look good.

By observing the daily realities of the business, I began spotting the gaps. I redesigned their product to optimize its footprint, drastically cutting shipping volume and freight costs. I created internal assembly SOPs to maintain quality control on the line, designed step-by-step guides for field technicians, and eventually helped launch new products, design their industry event presence and structure their client management systems and digital touchpoints to create a seamless brand experience.

Years later, their team still relies on those original frameworks, and clients routinely tell them E-Flux has the clearest, most reliable brand experience in the industry.

Looking back, E-Flux was the trial by fire that shaped my entire approach to creative direction. Taking the initiative to solve real business problems across operations, product design, and brand communication taught me that true brand trust is built from the inside out.