Ivan Martinez

Tula House


Datacubed Health

Big James

Axe Reposition

Samsung Pay

Samsung Emoji Match


The Miami Generation

Natural Life


Design Director & Creative Director

Offering Eighteen years of multidisciplinary design experience and business strategy to help companies discover, create, and execute a unique brand in competitive markets.


Branding & Identity Development
Business Strategy  & Operations
Design Team Management
Design Sprint Methodology
Strategy & Concept Development
Product Research and Budgeting
Visual Identity and Style Guides
Brand and Product Launch
Packaging Design
Product & Lifestyle Photography
Web & App Design
Video Editing & Motion Graphics


Herman Miller
West Elm
New York Times
Saturdays NYC
National Geographic
Johnson & Johnson
Wildlife Conservation Society
Visit Scotland


Rhino 3D
Adobe Suite:

Tula House

Design Director & Co-Founder
Nov. 2015 - Present

Brooklyn, NY

Tula House is a lifestyle and home decor brand with a focus on plants, education and interior design. Tula House operates from a 1200 sq ft retail space supported by a robust service business and e-commerce website. The business has surpassed $1MM in revenue and remains privately owned.

Clients and Collaborations: Herman Miller, Patagonia, West Elm, New York Times, Brooklinen, Rejuvenation, Altheta, Saturdays NYC.

  • Designed the brand identity and brand book from concept to launch, including logo, typography, colors, icons, illustrations, and photography. The result was a distinguishable brand in a rapidly growing and competitive market.

  • Translate business goals into design solutions by establishing the brand positioning, strategy, and narrative - informing identity, marketing, and communication strategies.

  • Developed an integrated suite of visual identity systems to inform all communication and brand representation across digital media and retail collateral.  

  • Led the R&D, design, and production of all marketing campaigns, branded objects, and apparel to drive brand innovation in a competitive market. Using a close network of artists and production vendors to execute a unique and well-budgeted creative solution.

  • Identify downward trends and evolve content strategy in response to new technology and short-form content creation.

  • Built in-house content studio resulting in fast-paced production of marketing materials that resonate with the consumer audience and decrease production costs.

  • Deliver clear and accessible materials to internal teams communicating new initiatives and product launches to integrate into day-to-day job responsibilities.  

  • Initiate brainstorming with design and affiliate teams to guide the creative process for e-commerce, digital campaigns, and retail promotions to ensure brand consistency.

  • Designed, produced, and built the brick-and-mortar concept, experience, and fixtures for a high-concept, high-touch point retail store.

  • Developed and branded a suite of services and experiential products to diversify the shopping experience and increase revenue.

  • Mentor Tula House staff and manage 1x1 meetings to grow productivity, inspire creativity, and advance talent. 

  • Created and implemented an employee handbook to onboard new team members and ensure a one-of-a-kind experience for customers.


Brand Designer & Consultant
Sept. 2021 - Present

Brooklyn, NY

Contract designer and consultant offering brand identity and positioning for retail and lifestyle companies.

  • Brand Identity; Typography, Colors, Icons, Illustrations, and Photography Guidelines

  • Brandbook Development and Implementation

  • Packaging Design

  • Digital Products; Front-End Website and App Design

  • Environmental and Installation Design: Retail, Pop-up, and Experiential.

  • Brand Consultation: Brand Positioning and Strategy

Datacubed Health

Senior Visual Designer
Feb 2017 – Feb 2019

Brooklyn, NY

A pioneering eClinical technology company using mobile app game mechanics to improve retention for clinical trials.

  • Led the UI Design of App User Flows, Wireframes, Prototypes, Visual Standards and Guidelines to create an industry-leading gameplay and reward system to achieve the platform’s primary goal—user retention.

  • Worked collaboratively with team of engineers, project managers and designers to achieve weekly sprints and product deliverables.

  • Created all Illustrations and game elements; Game Worlds, Avatar Characters, and Prize Icons.

  • Assisted in User Research and Gaming Strategy to apply the findings into UI design and game play.

Adjunct Professor

La Salle University
January 2016 – April 2016

Philadelphia, PA

  • Taught a course on Advanced Animation and Web Scripting

  • Taught a course on Creative Coding


Associate Creative Director
Jan. 2013-Nov. 2015

New York, NY

  • Spearheaded communication and marketing campaigns within the Digital and Experiential department to achieve global and internationally recognized marketing campaigns.

  • Worked collaboratively with Strategists and Project Managers on client pitch strategy and presentations.

  • Worked, managed, and budgeted a network of production partners and vendors.

  • Managed team of 6 designers and copywriters, harnessing leadership skills to grow and cultivate talent.

  • Clients: Unilever, Samsung, eBay, Wildlife Conservation Society

Green Team

Interactive Art Director
2007 - 2009
New York, NY

  • Led the concept, art direction, production and presentation of websites, rich media banners, and video content for social & environmental nonprofits, corporate NGO partnerships, sustainable destinations and progressive brands.

  • Clients included MARS, National Geographic, Scotland, and Johnson & Johnson.

Deep Focus

2006 - 2007

  • Website concepting and design (web pages and production)

  • Rich-media banner design (advertising for movie, music, and television content)

MTV Networks

2004 - 2006

  • Designed content, including web pages, banners, etc., for the MTV Latin America website.

  • Created animations for Motorola wireless downloads.


The School of the Art Institute of Chicago
Design for Emerging Technologies MFA
May 2012
Chicago, Illinois

Florida State University
Bachelor of Fine Arts
May 2003
Tallahassee, Florida