Senior Brand Designer and Creative Director with 15+ years of experience creating visual identities, packaging systems, and digital products for companies in the US, Mexico, and Europe.
I’m Iván Lagunas — a Senior Brand Designer and Creative Director based in Cuernavaca, Mexico. For over 15 years I’ve built brand identities, packaging systems, and digital products for clients in the US, Mexico, and Europe.
My background combines deep creative execution with strategic thinking: an MBA from ITESM, plus programs at Babson College and the University of Pennsylvania. Fluent in English and Spanish, and experienced working remotely with North American and European teams.
A selection of brand identity, packaging, and web projects across B2B and B2C — from early concept through final production.
I bring creative craft, business training, and operational experience to every engagement — whether it’s a single deliverable or a long-term creative partnership.
Design backed by business thinking. An MBA from ITESM and programs at Babson College and the University of Pennsylvania mean every creative decision is grounded in both craft and commercial logic.
From managing 300+ packaging SKUs at Hershey's to 100+ client engagements across two countries, I'm equally comfortable with a single focused brief and a complex, high-volume program.
Brand identity, packaging, print, web — I work across the full creative lifecycle. From initial strategy and concept through production files and vendor coordination, without handoffs.
I've collaborated remotely with teams in Germany, France, and across the US and Mexico for years. English-fluent, async-friendly, and experienced working across time zones with no friction.
Every project follows a structured flow — so you always know where we are, what comes next, and what’s expected on both sides.
A design degree built the craft. An MBA and international programs built the strategic layer. Together, they’re what separate brand thinking from visual decoration.
Master of Business Administration
Computational Modeling & Visualization
Entrepreneurship Program
Creativity, Innovation & Change
B.A. in Visual Information Design