Skip to content
Francisco Sixto
Let's talk

Graphic and brand design

AI-powered graphic and brand design, finished with a designer's judgment

A brand is recognized by how it looks everywhere: the logo, the colors, the pieces you publish. I design visual identities and graphic pieces using AI to explore more variations in less time, and I choose, adjust and finish each one with the training of a graphic designer.

Who it's for

  • New ventures and businesses that don't have a defined image yet.
  • Brands whose logo has aged or doesn't look consistent everywhere it appears.
  • Teams that post often on social media and need their pieces to feel like one brand.
  • Those who already have a website or product and want the image to match it.

What's included

  • A first conversation to understand the brand: what it does, who it talks to and how it wants to be seen.
  • Exploration of visual directions before choosing one.
  • The logo and its usage versions.
  • Color palette and typefaces.
  • A usage guide, if your brand needs one, so it is applied the same way in every piece.
  • Pieces for social media, campaigns and communication material, within the same visual system.
  • Print management for printed pieces, and digital pieces managed against your publishing calendar.

What AI does and what I do

AI helps me open up the range: I can explore many more visual directions before choosing one and show you different routes on something concrete. It also speeds up producing variations of a piece.

What decides which one works and how it gets finished is design judgment: hierarchy, proportion, contrast, typography, consistency across pieces. That part is mine, and every file I deliver goes through my review. AI speeds up the work; the result doesn't come out of a button.

Where the judgment comes from

I hold an Advanced Technical Degree in Graphic and Advertising Design and studied Multimedia Design. I worked as a graphic and web designer at a communications agency, making advertising pieces and laying out pages in HTML and CSS.

At Apex America I designed internal communication campaigns and a shared signage system for offices in Argentina, Chile, Colombia, Paraguay and Honduras, adapted to each location's architecture so the brand was recognizable in all of them.

How I work

  1. Understand the brand and who it talks to.
  2. Explore visual directions, with AI's help, and pick one together.
  3. Develop the identity: logo, colors and typefaces.
  4. Test it on real pieces to see whether it holds up.
  5. Refine the details and prepare the final files.
  6. Deliver the files your brand needs to be applied.

By project type

If you already know what kind of project you have, these pages go straight to the point.

Frequently asked questions

What changes by using AI in design?

It changes how many paths I can explore before deciding and how fast we produce variations. It doesn't change who decides: selection, adjustment and finishing are a designer's.

Will the result look like any other brand?

That's the risk of using AI without judgment, which is why I use it as exploration material rather than as the deliverable. I start from what your brand does and says, and each visual decision is justified by that.

Can I ask for just a logo or just social media pieces?

Yes. You can begin with the identity, with the pieces or with both. If we start with the pieces, we first set the visual rules they will share.

Do you also take care of the website?

Yes. The identity I design can continue into a website, a digital product or a design system, which are handled as separate services.

How do you quote?

We start with a 30-minute call about your brand and what you need. Then I send a proposal with scope, stages and a fixed price.

Do you need a brand image or graphic pieces?

I want to work on my brand