Design is at the same time the question and the answer.
Born in Salvador, refined in Barcelona, and rooted in Hamburg — my work is guided by a lifelong curiosity about how ideas move through people, cultures and mediums.
As a designer and creative director, I help transform ideas and desires into meaningful stories and design systems that communicate with clarity and emotion. My approach blends strategic thinking with artistic intuition, creating work that moves fluidly between logic and feeling.
Design, for me, is both exploration and solution — a dialogue between intent and imagination. It’s where insight meets emotion, and where every project begins with listening.
Approach
We start with listening. My role is to capture intent, reveal essence, and craft visuals that speak with clarity and warmth. I value empathy, simplicity, and purpose in every creative exchange.
Here’s how I help clients translate their ideas into tangible design outcomes:
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An intensive 4–6 week design sprint that crystallizes positioning and delivers a ready-to-launch brand identity kit.
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Modular design support focused on digital products, user journeys, and visual refinements that lift KPIs.
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Senior Creative Direction on demand — guiding teams and decisions without the full-time overhead.
Kind words
These words from collaborators reflect what I value most — clarity, curiosity, and meaningful impact.
“International mindset, precise use of technology and a knack for standout visuals—Joniel consistently delivered on iconic brands.”
— Riki Stadeler – Director, Google
“Joniel has a very warm and inclusive presence, making him a delight to work with, for and beside.”
— Lee Feldman– THNK School of Creative Leadership
“Joniel created an impressive vision that set us apart, then led the full relaunch with seamless integration and real impact.”
— Yannick Schori – Founder, kleinerfuchs.io