Paco Alarcón

I create animated brand assets that bring visual identities to life across presentations, digital platforms, campaigns, launches, and social content.This service is ideal for brands looking to add movement, rhythm, and behavior to their identity system through intentional and visually cohesive motion design.The process may include:— Motion direction exploration— Animated logo behavior— Kinetic typography— Brand launch animations— Social motion assets— Transition and interaction principles— Motion assets for launches, campaigns, and branded digital experiences— Short-form brand films and loopsEach project is developed to feel consistent with the broader brand system—ensuring the motion language strengthens recognition, personality, and overall brand experience.Tools may include After Effects, Illustrator, Photoshop, and Figma depending on project scope and deliverables.*Motion work is primarily focused on 2D graphic systems, kinetic typography, and brand-led visual composition.

Ongoing brand support for businesses that need consistent, high-quality design execution across evolving brand touchpoints.This service is ideal for brands that already have an established identity and require continuous creative support for campaigns, packaging, launches, social assets, presentations, visual updates, and brand expansion over time.Support may include:— Brand consistency supervision— Campaign & launch visuals— Packaging updates and adaptations— Social & digital assets— Presentation and editorial design— Art direction support— Motion and communication assets— New applications within the existing identity system— Ongoing creative consultationThe goal is to maintain a cohesive and elevated brand presence while supporting the brand’s growth with flexible, long-term creative collaboration.This service typically works on a monthly retainer basis and can be adapted depending on project scope and frequency.

I create brand identity systems for hospitality concepts that combine atmosphere, storytelling, and visual consistency across physical and digital experiences.This service is ideal for restaurants, cafés, bakeries, bars, hotels, and lifestyle spaces looking to build a distinctive brand presence that feels intentional, memorable, and culturally relevant.The process may include:— Brand discovery & creative direction— Identity system design— Typography & color systems— Visual mood & art direction— Packaging and guest-facing applications— Menu, signage, and spatial touchpoint direction— Social & launch visuals— Motion direction principles— Brand guidelines for consistent implementationEvery project is developed with a focus on experience—ensuring the identity translates cohesively across packaging, interiors, digital platforms, and customer interactions.Tools may include Adobe Illustrator, Photoshop, After Effects, and Figma depending on project scope.

I help brands evolve their identity systems through strategic rebranding—refining how the brand looks, feels, and communicates across modern touchpoints.This service is ideal for businesses that have outgrown their current identity, need stronger visual consistency, or want to reposition themselves for a new audience, market, or stage of growth.The process may include:— Brand audit & visual assessment— Identity refinement or redesign— Logo evolution system— Typography & color restructuring— Visual direction & brand positioning alignment— Packaging or digital application updates— Social & communication system refresh— Motion direction principles— Updated brand guidelinesThe goal is not simply to redesign visuals, but to build a more cohesive and scalable identity system that strengthens perception, clarity, and long-term brand recognition.Tools may include Adobe Illustrator, Photoshop, After Effects, and Figma depending on project scope.

I design packaging systems that balance shelf impact, brand consistency, and scalable production across physical and digital touchpoints.This service is ideal for food, beverage, lifestyle, beauty, and hospitality brands looking to develop packaging that feels distinctive, cohesive, and strategically aligned with the brand identity.The process may include:— Packaging concept development— Visual direction & competitive analysis— Label and layout system— Typography hierarchy— Color & material exploration— SKU adaptation systems— Packaging mockups & presentation— Print-ready artwork preparation— Coordination guidelines for production vendorsEvery project is approached as part of a broader brand ecosystem—ensuring the packaging not only looks strong individually, but also works cohesively across future extensions and applications.Tools may include Adobe Illustrator, Photoshop, After Effects, and Figma depending on project needs.*Projects with limited or undeveloped brand systems may require an additional brand foundation phase before packaging development. This helps ensure the final packaging feels cohesive, scalable, and strategically aligned across future applications.

I design strategic brand identity systems that connect positioning, visual direction, and real-world implementation.This service is ideal for brands looking to build a distinctive and scalable identity across digital, packaging, editorial, motion, and communication touchpoints.The process typically includes:— Brand discovery & creative direction— Visual positioning exploration— Logo & identity system— Typography & color system— Art direction references— Packaging or brand applications— Social & digital assets— Motion direction principles— Brand guidelines for consistent implementationEvery project is developed with a balance between strategy, clarity, and visual impact—creating identities designed to grow with the brand over time.Tools may include Adobe Illustrator, Photoshop, After Effects, Figma, and custom typography exploration when relevant.