Potencial Puro

About Draft

Creative execution and strategic thinking drive my approach to visual communication design.

Manuel León,   Self portrait,    2017

Manuel León, Self portrait, 2017


I am a visual communication designer, with more than 4 years of experience working for Washington, DC-based organizations under my personal studio brand Potencial Puro. I hold a Bachelor's Degree in Graphic Design with an Emphasis in Advertising from the San Carlos University in Guatemala and have recently earned a certification in Front-End Web Development with General Assembly.

My creative process is based on the principle that any idea, no matter how abstract, can be visualized one way or another. As a designer, I interpret and facilitate how this idea transitions from elusive thoughts to effective visual communication. Based on this principle, I have applied my skills to a wide range of projects in areas such as branding and advertisement, art direction, digital illustration, graphic design for print and web, documentary production, film direction, video editing and user interface design for digital platforms.

As an artist I have presented my work in art galleries in Guatemala and the US, the Arlington Arts Center "Day of the Dead" annually event, and in 2015 I was invited to submit artwork for a special designer exhibition on national identity, hosted by the Korean Ministry of Culture, Sports and Tourism. In 2014, alongside my fellow designer Frida Larios, we founded the Indigenous Design Collective, an initiative on Maya and indigenous culture research that aims to interpret cultural heritage through typography and art, and has jump-started project collaborations with institutions such as the National Museum of the American Indian and the Smithsonian Latino Center/Virtual Museum.

My design leans towards a minimalist approach. After all, it has been said that:

If you can’t explain it simply, you don’t understand it well enough.
— Albert Einstein E=MC2