The 90's New York City Designer
Freelance Designer / Associate Professor
New York Metropolitan Area
Worked for some top design agencies in Madison Avenue. Designed and produced logos, brochures, catalogs, stationery, gift wrap designs, annual reports, slide presentations, postcards video covers, and anything I could get my hands on… The Museum of Modern Art Store sold one of my designs!
One of the first desktop publishing teachers at Rutgers University. Taught design fundamentals and early desktop publishing software such as PageMaker, QuarkXpress, Adobe Illustrator, and Photoshop.
Pentagram Design- the largest independent design consultancy in the world
Walker Group/CNI- Part of WPP, one of the “Big Four” global agency companies
Collaborated with architects, interior designers, and industrial designers from all over the world in the creation of retail architecture, visual merchandising, and global corporate identity programs. Being exposed to this level of professionalism set the tone for the rest of my career. Clients included:
- Burdines- FL
- City Bank- NYC
- The Brick Warehouse Corp.- Canada
- FAO Schwarz- NYC
- Breuninger- Germany
- El Corte Ingles- Spain
Federico Sandoval, a Rutgers University graphic design graduate, trained in the 80s by some top New York City designers. Federico was one of the first adjunct professors to teach desktop publishing at his alma mater, and tested out the early Macs and programs such as Pagemaker, QuarkeXpress, Illustrator, and Photoshop.
1990-2001 From South Beach to Las Vegas
Contributed to the establishment of a publishing Art Department. Design and produce over 25 magazines and hardcover coffee-table books. From the creation of thumbnail concept sketches to client contact and on-press checks, my involvement was all-encompassing (the company was sold for an obscene amount of money Louis Vuitton). Client included billion-dollar properties such as:
- Caesars Palace
- MGM Grand
- The Desert Inn
- NYNY Hotel & Casino
- The Venetian
- Royal Caribbean
- Celebrity Cruises
- Costa Cruises
Associate Professor, Miami Ad School– taught some night courses (the school was located across the office).
Senior Graphic Designer
Physicians Corporation of America, Miami
Contributed to the creation of a corporate in-house advertising agency. Involved in the design of annual reports, booklets, direct mail campaigns, and other collateral branding materials.
2001-2015 The Early Web
The 90s is when the internet began to take off, and so I had my first taste of the digital age when I moved to work as .com marketing manager for Colombian Emeralds International.
It was here that I launched a series of pioneer e-commerce websites such as dutyfree.com, 10buckboutique.com, and colombianemeralds.com. Federico was one of the UX/UI designers in the industry, it just wasn’t called that at the time.
By the beginning of the century, Federico spent two years working towards the creation of a new marketing agency called Orange Snowman. The start-up was abandoned and Federico picked up the idea left, and so the transformative journey of Orange Snowman began.