I’m a visual communicator with a passion for creating formulas and systems.

On every project, my starting point is strategic, so that creativity and functionality go always hand in hand.

I think insights are the key to connect with people. Understanding the objectives and messages a company wants to deliver, is the only way to discover the right one.

Clients

Lacayo Fiallos

Cargill

UAM

Mercon Coffee Group

Fauna y Flora Internacional

Global Shapers

PNUD

Llantasa

3C Ideas

dylancenteno@live.com

Design Principles •

I’ve developed a set of insights throughout my years of design work, these are expanding, evolving, and are meant to establish my vision on design, and serve as a stand point to proof the work I do along the way.

1. On Simplicity

The user experience will precede the simplicity or complexity of a piece of design, when going for function and intricate information simplicity is key, whereas looking for an enjoyable and memorable experience, complexity works best.

2. On Differentiation

There is too much going on in the world, and therefore in people’s minds, so when approaching any project of any industry it is imperative to keep a differentiation value that sets the message apart.

3. On Value

Design should not only follow a function, it should always be approached as an opportunity to add value to the entity the work is produced for.

4. On Innovation

The “current” is outdated as soon as it is set, looking at the future and implementing the emerging is the only way to be truly innovative.

5. On Roles

Design is rarely on its own, it’s usually a part in a greater system of elements and platforms that together convey the full message, so it should be treated as such, never trying to deliver every detail on every piece of design, but rather fulfill its particular role in the system.

6. On Empathy

If there should be just one principle the whole design profession should be in agreement, it has to be empathy; we must see people, not target, because people have feelings and points of view, so the only way to make successful design is to understand how people would see, perceive and approach the work we do.