I tell stories
I’m a story teller
Before I became a designer, I was a storyteller. Growing up in Mexico City, a place bursting with color, culture, and chaotic beauty, stories were woven into the fabric of my life. Every corner, mural, and sound carried its own narrative, and I was drawn to capturing those moments, whether through words, music, or hand made letters. Storytelling is in my blood.
My grandfather was a natural storyteller. He had this uncanny ability to gather people around him, captivating them with tales that were fascinating, yet unbelievable. They were deeply immersive to the point people wanted more of them. It didn’t matter if his stories stretched the limits of reality, people were mesmerized. It was through him that I learned storytelling's power to transport, connect, and inspire.
Stories have influenced cultures
In college, I took a class on the science of storytelling, which explored how stories have influenced cultures, religions, and even historical movements. I was fascinated by how storytelling shaped societies, instilling morals, unifying communities, and driving human migrations. In places like Indonesia, shadow puppetry wasn’t just an art form; it was a way to teach lessons about morality, unity, and tradition. It made me realize how storytelling is fundamental to human experience—it binds us together, shapes our identities, and drives us to act.
Stories in action
Coming from a developing country, I also witnessed how people harnessed storytelling in clever ways to market themselves, their businesses, and their ideas amid the chaos. There’s a certain resourcefulness that comes from navigating such environments, where creativity is not a luxury but a necessity. This perspective shaped the way I approach design—using storytelling to make connections, stand out, and drive impact.
When I discovered design, it felt like a natural extension of this deep-rooted love for storytelling. Design became my way of translating ideas, emotions, and experiences into a visual language that resonates with people.
I have more of a decade in the design field, I’ve honed my craft, working with some of the biggest brands in the industry. I’ve learned that design is as much about listening as it is about creating. It’s about understanding the audience, the market, and the vision, then using storytelling to bring it all together into a cohesive experience that lingers into the audience’s minds.
Because at the end of the day, the best brands aren’t just remembered for their logos or color palettes. They’re remembered for how they made people feel, the stories they told, and the moments they created.
Storytelling is an innate skill. it’s something you’re either born with or you’re not. While school can refine this craft, it can’t create it. Working in the industry, I've seen firsthand that not every designer or creative is a storyteller. True storytelling is a rare and invaluable talent, and it comes in many forms: film, dance, music, graphic arts, painting, acting, performance, writing, and so much more. It’s the foundation of how we connect with one another, how we process the world, and how we absorb information. Is not about knowing how just to use the tools.
But storytelling isn’t just about crafting a narrative. It’s about having a rhythm, understanding your audience, and knowing when and how to deliver your story for maximum impact. When done right, storytelling can create ripples that shake cultures and shift perceptions. It has the power to spark movements, shape ideals, and change the world.
Take, for example, Benetton’s iconic campaigns that used different skin colors to highlight unity and diversity. These campaigns went beyond visuals, they told a story that resonated deeply and created a cultural impact. More recently, PG Lang, founded by Kendrick Lamar, has demonstrated the power of storytelling in branding. His approach is not just about aesthetics; there’s something whimsical, raw, and deeply emotional in the stories he tells. It’s why brands like Chanel and Cash App have collaborated with him to create narratives that feel personal and authentic, transforming their brand identities into something that connects with audiences on a deeper level.
Storytelling is at the heart of everything
Storytelling is at the heart of everything we create. It’s not just about conveying information and having CTRs on a landing page, it’s about creating a connection, evoking emotion, and leaving a lasting impact. If you want to strengthen your storytelling skills, start by being curious. Ask questions, be an active listener, and pay attention to the stories happening all around you. Read more—explore history, literature, and other narratives that have shaped the world. Learn from great storytellers in different mediums, whether it’s film, music, or even everyday conversations.
I also recommend these books to deepen your storytelling skills:
“The Storytelling Animal” by Jonathan Gottschall
“Story” by Robert McKee
“Made to Stick” by Chip Heath & Dan Heath
“The Hero with a Thousand Faces” by Joseph Campbell
Ultimately, storytelling is about connecting with others on a human level. So if you can’t empathize with others, storytelling might be more challenging for you. It’s about finding the heart of a story and bringing it to life in a way that resonates, inspires, and moves people. No matter what tools or technologies come our way, the power of a well-told story will always last.