Who

My friend and mentor Miguel Zapata Tellechea used to tell me:
«It doesn’t matter what you paint; what matters is how you paint it.»

I am a visual artist and designer. I graduated in Fine Arts from the Complutense University of Madrid and have developed a professional career spanning more than three decades in the field of brand design. I am co-founder and Creative Director of Rodil & Herraiz, a studio specializing in branding, visual identity and packaging design for both national and international companies.

My recent artistic practice emerges from the intersection of art and contemporary visual culture, incorporating into the creative process tools commonly associated with branding, such as naming, typography and identity construction.

In the Imagine Brands series, I invent fictional brands and imaginary consumer products, creating works that explore the relationship between emotion, identity and the marketplace.
I work primarily with cardboard and paper—materials closely linked to the world of packaging—which I transform through manual processes into pictorial and sculptural works.

By using cardboard as my principal medium, I also introduce a dimension connected to reuse and sustainability, extending the project toward broader reflections on materials, consumption and value.

After a long career in design, I began publicly exhibiting my artistic work in 2025. Since then, I have participated in both solo and group exhibitions and have received recognition in several national painting competitions.

Imagine Brands is my first body of work. Through it, new ideas and lines of inquiry have emerged, which I am currently exploring and developing.

I hope you like it.