Federico Hernandez-Ruiz
Creative Direction, Jurica Queretaro de Arteaga Mexico
Share this portfolio

Contact details
Capulines 101A-2
Jurica. Queretaro. Qro. 76100
Tel: 442 161-2784
Brief Summary
Graphic Designer from Universidad del Nuevo Mundo.

With more than 20 years of experience in design. Businessman, creative, high impact observant and eternal promoter for generating experiences that enrich people’s lives. Specialized in product development, strategic branding, packaging, point of sale experiences and development.

Has worked independently since early in his career establishing and directing design agencies and creative teams, skilled dialogue promoter between rational and creative worlds.

Highly oriented to business growth and development, design as change agent, passionate about understanding and satisfying people, as well to development community well being.

Throughout his career, he has worked with both National and Multinational companies creating and implementing brand, packaging and visual communication programs. These companies include HP, Disney, Applica/Black & Decker, DHL and Mars.

As a consultant he has collaborated in business development projects for companies such as Kellogg, Wal-Mart, Heinz
HP, Disney, Applica/Black & Decker, DHL, Mars, Kellogg, Wal-Mart, Heinz

Professional Experience
Design Thinking Evangelist, Brand, Identity, Packaging and in-store design consultant.

Specialized in Latin market. US & Mexico

Leader of Design efforts to deliver effectively clients brand Identities that entice consumers to understand, prefer and select their brands. "first moment of truth." strategist and executioner.

As a Design director leads process of creating and executing designs, collaborate with multi functional partners, establish and manage budgets, direct and coach designers, design firms, and teach and drive passion for design with business partners.

Specialized in Packaging and In-store developement with a deep and team understanding of business strategy and brand equities.

21 years design experience and more than 12 years as Design Director, 9 years specialized in Brands, Packaging design and Instore new-to-the-world platforms, experiences and innovation strategies.

Experienced monitoring market qualitative and quantitative tools, visual audits and an understanding of the needs of the different channels to adapt/improve designs if needed.

Monitoring competition for key design strategies. Qualify, develop and manage supplier agency partners.

Deep understanding of fast moving and ever-changing category and Design vernacular. Understanding/ awareness of intersection of different categories, from food and beverages to Fashion/ Design/ Beauty trends.

"Federico understands that brands tell stories and how packaging in all its aspects must tell a brand story with clarity, consistency, and credibility -- no small feat among designers who often pursue design for design's sake. I recommend Federico to anyone who wants the best brand storytelling for their packaged goods".

January 7, 2005
Michael Moon was with another company when working with Federico Hernandez at metagraf (asimetagraf).

Specialties: Strategist Design Thinking Evangelist and Skilled Team Leader

Natural Holistic approach

Excellent and effective communicator across multi functional boundaries

Ability to collaborate with and enroll multiple functions.

Proactive and Influential leadership skilled.

Ability to set priorities and maintain them.

Strong technical expertise in packaging and in-store design and development.

Expert on Brand, branding, packaging and in-store or retail design. 

Where ‘finders’ meet creatives.
For networking, collaboration or inspiration.

Log in


Sign up for free, instantly.

I'm here to:
Set a User ID:
Enter your email address: