Open to opportunities

Federico Rojas

@federicorojas

Message

I build scalable brand systems, digital experiences, and high-impact creative campaigns across platforms.

Costa Rica

Message

What I'm looking for

I'm looking to lead brand systems, digital experiences, and high-impact creative production where design, motion, social content, and AI-enabled workflows can deliver measurable results.

I'm a senior brand designer and creative leader based in Costa Rica with 20+ years of experience building visual identities, design systems, and high-impact creative across brand, digital, editorial, motion, and AI-integrated workflows.

My career spans agency, corporate, and independent work. At Accenture, I built and led a Figma design system used by ~500 collaborators across McDonald's and T-Mobile accounts: component libraries, design tokens, templates, and governance processes that scaled creative output without sacrificing quality.

Before that, I redesigned the UI/UX of a SaaS fintech platform at IMPESA, driving a 25–40% increase in user engagement and a 20% reduction in abandonment. On the independent side, I've designed 75+ corporate identities for Costa Rican businesses, led the city-brand for the Municipalidad de Heredia (approved by popular vote), and art directed all visual communication for Maikol Yordan: De Viaje Perdido: Costa Rica's highest-grossing domestic film.

I hold an MBA in Branding from Elisava Barcelona and a Bachelor's in Graphic Design from Universidad de Costa Rica. I work fluently in English and Spanish, and I'm comfortable presenting to executive stakeholders, leading creative teams, and operating autonomously in fully remote environments.

Right now I'm especially interested in roles that sit at the intersection of brand craft and systems thinking, where design has a real impact on business outcomes, not just aesthetics. I integrate AI tools (Nano Banana, Runway, Adobe Firefly) into my daily workflow and have a sharp eye for when AI output is genuinely useful versus off-brand.

I'm looking for a remote senior designer, creative lead, or design systems role where craft, speed, and strategic thinking are all valued.

Experience

Work history, roles, and key accomplishments

Current

Creative Content Lead

Current

Capitan Jack

Oct 2024 - Present (1 year 10 months)

Led end-to-end creative production for 10+ concurrent campaigns, reducing revision cycles by 30% through AI-integrated workflows (Nano Banana, Runway, Firefly). Directed a team of 3 creatives, implementing brand guidelines and template systems that cut production time by 25%.

Brand System Creative Direction Motion Graphics Short form Video AI Tools Nano Banana Runway Adobe Firefly Social Media TikTok Instagram YouTube

Current

Brand Designer

Current

Independent Freelance Practice

Jan 2005 - Present (21 years 7 months)

Designed 75+ corporate identities for small and medium-sized Costa Rican businesses over 20+ years of continuous independent practice. Selected clients include Producciones Infinito Films Costa Rica, Soluciones 506, Ticodescuentos.com, and Ecotravel Design.

Brand Identity Corporate Design Logo Design Visual Identity

Senior Visual Designer

Accenture

Jan 2021 - Aug 2024 (3 years 7 months)

500 collaborators producing inconsistent assets without a centralized system. Built a Figma design system with component libraries, design tokens, and templates that reduced rework materially and was adopted as a best practice. Led brand systems for Molson Coors across 4 U.S. cities simultaneously and built an internal repository of 40+ templates that cut workshop prep from hours to minutes.

Figma Design Systems Design Tokens Prototyping After Effects UI Components Motion Graphics Brand System Design QA SharePoint

Senior Graphic & Media Designer

IMPESA

Dec 2017 - Nov 2020 (2 years 11 months)

Led UX/UI redesign of a SaaS fintech platform, collaborating with product and engineering teams to align design decisions with business goals. Drove 25–40% increase in user engagement and 20% reduction in abandonment. Established brand guidelines and template systems adopted across the marketing team.

UI UX SaaS Brand Identity Design Systems Iconography Marketing Collateral Template Design

Brand Consultant / Graphic Designer

Arquen Branding

Dec 2008 - Nov 2017 (8 years 11 months)

Led the complete city-brand design for the Municipalidad de Heredia, approved by popular vote. Designed official websites for the municipality and Universidad Castro Carazo, and developed brand identities for professional services.

Web Design Systems Thinking Illustration Mascot Design Typography

Senior Brand Designer / Graphic Designer

Kerigma Comunicación

Oct 2016 - Dec 2017 (1 year 2 months)

Led brand identity development for 10+ clients including INFOCOOP, Hortifruti, and Irex — delivering complete visual systems from strategy to guidelines. Designed internal signage and communication systems adopted across national retail presence. Implemented modular design workflows that reduced delivery time by 30%.

Brand Identity visual communication Verbal Communication Signage Wayfinding

Senior Graphic Designer, Illustrator

Avance Carat

Oct 2015 - Sep 2016 (11 months)

Designed BTL and ATL campaigns for 8+ major brands including Dos Pinos, Bayer, and Bridgestone — collaborating with account and strategy teams to align creative with business objectives. Produced POP material and retail activation assets deployed across 50+ points of sale nationwide.

BTLS ATL Creative Direction Social Media Campaign Design Print Production Vendor coordination

Director, Graphic Designer

El Show de La Media Docena

Mar 2014 - Oct 2015 (1 year 7 months)

Directed creative and post-production for a nationally broadcast TV show — leading a team of writers, editors, and designers. Restored ratings to near season-one levels. Simultaneously art directed all visual communication for Maikol Yordan, Costa Rica's highest-grossing domestic film.

Creative Direction Post production Editing Motion Graphics Sound Design Graphic Design Brand Identity Social Media Campaigns

Editor, Graphic Designer

El Show de La Media Docena

Dec 2006 - Nov 2008 (1 year 11 months)

Edited all post-production deliverables including episodes, promos, intros, bumpers, and outros in Premiere Pro, including the show's transition to HD. Produced graphic design and promotional materials.

Video Editing Premiere Pro Post production Graphic Design Promotional Materials