01 — About / The practice
Strategy → Space → Systems
I work between strategy and the built environment.
Art direction & consumer experience
Santiago
Valencia Vera.
A practice rooted in the real world
Brand systems that have to hold up across buildings, retail floors, and clinical contexts.
Nearly twenty years of practice across institutional, clinical, and commercial work in Colombia and the wider region. The thread is consistency. A design that only survives the launch is not finished.
I started in wayfinding at Universidad de Antioquia in 2005. Over eight years the system stretched across four building typologies without losing its voice. That work taught me to think in governance rather than guidelines.
Today I lead consumer experience at the Centro de Experiencias, the phygital retail concept by Distrihogar. The brief is the same as it ever was. Make the brand legible in the room.
Disciplines
Wayfinding
Signage systems that scale across many buildings, materials, and operators. From clinical environments to rural campuses.
Brand strategy
Visual identity that holds up through ten years of contact points. Governance, not just guidelines.
Phygital retail
Stores that work as much in the screen as on the floor. Currently leading the Centro de Experiencias concept at Distrihogar.
Corporate identity
Long-form work for institutions where the design has to be adopted by people who never met the designer.
Selected clients
- Distrihogar / Centro de Experiencias
- Phygital retail concept
- Universidad de Antioquia
- Wayfinding · 2005 to 2013
- Ruta N Medellín
- Wayfinding system
- Dream Plaza Panama
- Commercial wayfinding
- Viva Centros Comerciales
- Retail brand & wayfinding
Working on something that needs to hold up in the room?