01
Brand building
For brands that are being created, repositioned or redefined.
- Brand strategy
- Visual identity
- Art direction
- Visual language
- Brand systems
- Guidelines
Brand & Visual Designer
Building distinctive brands
from essence to expression.
I help ambitious brands build distinctive identities and scalable visual systems through strategy, art direction and design.
Barcelona / Remote
Brand Strategy · Visual Identity · Art Direction · Design Systems
01 / Positioning
Design with a point of view.
EssenceExpressionSystem
I work at the intersection of strategy, visual identity and systems. From defining a brand’s essence to translating it into a distinctive visual language, I create identities that are clear, coherent and built to evolve.
I collaborate with brands, startups and creative teams from concept to execution — and beyond.
05 / Selected Work
Selected work
A selection of branding, visual identity, art direction and design system projects.
Projects
02 / Services
How I can help
02
Brand direction
For brands that already have an identity but need stronger creative direction.
- Campaigns
- Art direction
- Digital communication
- Social systems
- Creative concepts
- Brand extensions
03
Design systems
For teams that need their visual language to become more consistent and scalable.
- Brand systems
- Digital design systems
- Components
- Templates
- Guidelines
- Figma systems
03 / Collaboration
Project-based or ongoing collaboration
Available for selected projects, freelance collaborations and ongoing creative partnerships.
For creative teams
Need an extra senior designer for a project?
I collaborate with creative agencies and studios as an external Brand Designer and Art Director, supporting projects from concept and visual development to final execution.
Branding projectsCampaignsArt directionDigital designPitch workDesign systems
Let's collaborate →Need design support beyond one project?
For teams that don't need a full-time designer but need someone senior they can rely on.
I offer ongoing freelance design support across branding, art direction, digital communication and visual systems.
Talk about an ongoing collaboration →03 / Method
Essence Discovery™
A guided process that brings clarity to a brand by uncovering what truly defines it and turning it into a strong, focused creative direction.
- 01
Deep Immersion
A guided conversation to understand the story, values and vision behind the brand.
- 02
Essence Mapping
Identifying patterns, emotions and key insights that define its core.
- 03
Concept Framing
Shaping those insights into a clear and meaningful creative direction.
- 04
Visual Expression
Translating the concept into a distinctive and intentional visual identity.
- 05
Brand Alignment
Creating consistency across all touchpoints to ensure a cohesive brand experience.
04 / Systems
From identity
to system.
My work does not end with a logo or a visual language. I help transform brand thinking into systems that can be applied, scaled and maintained across real-world touchpoints.
This includes branding systems, design systems and structured foundations that support teams, digital products and automation processes — making brands not only more expressive, but also more usable and consistent over time.
01
Foundations
Atoms: type, colour, grid, tone of voice.
02
Components
Molecules: recurring pairings and patterns.
03
Rules & tokens
Organisms: full layouts, templates, assets.
04
Automation
System: rules that run without me.
06 / About
About Sofía
I'm Sofía Martínez, a Brand & Visual Designer based in Barcelona. With 10+ years of experience across branding, art direction, digital design and design systems, I help brands turn ideas into distinctive and coherent visual identities.
I've worked across agency, freelance and in-house environments, collaborating with brands and teams including ClassDojo, Danone, IE University and Platanomelón. My work combines strategic thinking, visual exploration and systems thinking — creating identities that are not only distinctive, but useful, flexible and built to grow.
Based in Barcelona · Working worldwide
- Experience
- +10 years
- Based in
- Barcelona
- Languages
- English, Spanish, Italian, Catalan
- Education
- Universitat de Barcelona — Visual Arts & Communication
Selected experience
ClassDojoDanoneIE UniversityPlatanomelónBICKinder BuenoLiving Crowdland
Next chapter
Have a brand that needs to move forward?
Whether you're building a new brand, evolving an existing one or looking for an experienced designer to join your team temporarily, let's talk.
07 / Contact
Let's work together.
Tell me a little about what you're working on, what you need and where you're heading.
hola@sofimartinez.comBarcelona / Remote