Federico Sánchez (F) is a Colombian graphic designer based in Barcelona with extensive experience in both Barcelona and Latin America. He holds a Master's in Visual Design from Elisava and has recently worked at The Others and Mucho.

With a background in Industrial Design, Federico has over six years of experience in branding, visual design, typography, and creative and art direction. He has worked at design studios like La Valentina Design and Quid Design, and at the financial services startup Ontop, where he led both creative and copywriting teams.

Federico also engages in freelance projects, focusing on the use of color, typography, and design rules to create clean, robust, and flexible design systems.

Mentions: 
Shortlisted Final Master Project
Elisava Masters Awards
2024.



Contact 

(+34) 627 880 555
Barcelona - Spain

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Frubana

Brand uplift for Frubana, recognized as one of the fastest-growing B2B startups in Latin America. It is currently revolutionizing the agriculture and restaurant industries, aspiring to become the One Stop Shop in the market, with operations in Mexico, Brazil, and Colombia.

Through the strategic application of design, language, and graphics, the team aimed to portray the innovative, technological, and approachable essence of the brand. Utilizing modern graphic attributes, the objective was to convey to the audience that Frubana transcends being merely a provider of fruits and vegetables.

Designed at La Valentina Design®
Strategic Direction: Juan Fernando Arévalo Creative Direction: Federico Sánchez, Juan Fernando Arévalo Designers: Federico Sánchez, Juan Fernando Arévalo

 Rebranding
Creative Direction