Creative direction with criteria

I turn brands with great products into brands with a great image.

Clear positioning, an identity with character, and a coherent system across every touchpoint. With AI to move fast, with judgment to move right.

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Selected work

26 projects
  1. 01 SilverwoodHome & interiors Brand identity, web & product videoCreative direction
  2. 02 Brutal EventsMusic & culture Brand identity & web designCreative direction
  3. 03 Maison FlorenneRetail & hospitality Brand identity & retail experienceCreative direction
  4. 04 Invest in BarcelonaPublic institutions Barcelona Investment OfficeArt direction
  5. 05 Turismo SosteniblePublic institutions Ajuntament de BarcelonaArt direction
  6. 06 Espai JovePublic institutions Ajuntament de BarcelonaArt direction
  7. 07 Vaso ReutilizablePublic institutions Ajuntament de BarcelonaArt direction
  8. 08 Zoo de BarcelonaPublic institutions BSM, Ajuntament de BarcelonaArt direction
  9. 09 Coordina ZooPublic institutions Zoo de BarcelonaArt direction
  10. 10 Barcelona Innovation CoastPublic institutions Ajuntament de BarcelonaArt direction
  11. 11 BicingPublic institutions BSM, Ajuntament de BarcelonaArt direction
  12. 12 Turismo El PratPublic institutions Ajuntament del Prat de LlobregatArt direction
  13. 13 Barcelona, ciencia e innovaciónPublic institutions Ajuntament de BarcelonaArt direction
  14. 14 Park Medical GroupHealth Healthcare campaign · Case studyArt direction
  15. 15 TSMCTechnology Sustainability reportArt direction
  16. 16 Suite Music FestivalMusic & culture Clippers Music GroupArt direction
  17. 17 Cap Roig FestivalMusic & culture Clippers Music GroupArt direction
  18. 18 Summerfest CerdanyaMusic & culture Clippers Music GroupArt direction
  19. 19 White SummerMusic & culture Clippers Music GroupArt direction
  20. 20 Les Nits de BarcelonaMusic & culture Clippers Music GroupArt direction
  21. 21 PulseMusic & culture Visual identityArt direction
  22. 22 Alt FestivalMusic & culture Visual identity · Self-initiatedCreative direction
  23. 23 Mundial del JamónRetail & hospitality Event identity · ConceptArt direction
  24. 24 Less SkinFashion & beauty Brand explorationCreative direction
  25. 25 EscorpionFashion & beauty Editorial campaign · FashionGraphic design
  26. 26 GlovoTechnology Creative campaign · ConceptArt direction
Ximena Roe, seated on a cane chair by a window, in a navy shirt and jeans

Studio

Hi, I’m Ximena Roe.

I’m a senior creative with a background in branding, campaigns and art direction, with experience across integrated projects for both public institutions and private clients.

I’ve spent my career in advertising, working both in-house and at creative agencies, which has given me a strong understanding of how brands operate across different contexts and scales.

Over the years, I’ve led visual direction and collaborated with multidisciplinary teams, from strategy and design to production, to bring ideas to life in a clear and cohesive way.

Info

Services

Brand
Discovery & brand strategy
Positioning, narrative & key messages
System
Complete visual system
Style guide & brand guidelines
Application
Digital & commercial assets

Education & expertise

Education
Motion Graphics & 3D, LABASAD
Graphic Design & Photography, IDEP Barcelona
Anthropology, UAB
Advertising & PR, Universidad UNIACC
Expertise
Art direction & design Illustrator, InDesign, Photoshop, Figma
Motion & video After Effects
AI creative direction

Sectors

  • Public institutions
  • Music & culture
  • Fashion & beauty
  • Retail & hospitality
  • Home & interiors
  • Technology
  • Health

Track record

  1. 2026 Creative Director, XR Studio
  2. 2024–2026 Creative Art Director, Town
  3. 2021–2024 Creative Art Director, Clippers Music Group
  4. 2017–2019 Graphic Designer, Escorpion
  5. 2014–2017 Graphic Designer, Half Studio
  6. 2011–2014 Project Manager, Modyo
  7. 2008–2011 Planner, JWT

Questions are good. Conversations are better.

Reach out anytime.

hola@ximenaroe.studioLinkedIn