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Character Design
Character Design
For me, character design is storytelling through form, gesture, and emotion. Every character I create is born with a clear intention: to connect with the viewer through visual essence and personality. Over the years, I’ve designed characters for animations, interactive apps, and educational projects, blending skills in illustration, anatomy, expression, and visual culture. This section showcases some of my most representative des—crafted with both narrative and aesthetic focus—ready to inhabit animated, interactive, or editorial worlds.
Kuk 2023
Kuk 2023
The character Kuk (which means Quetzal in the Kiche language) was developed as part of an interactive and educational experience for the Augmented Reality application: KAN and was used for the first time in the Kaminaljuyú archaeological park in 2023. The design process began with conceptual sketches that sought to capture a cheerful, curious, and child-friendly personality, integrating visual elements inspired by this important symbol of Guatemalan culture. Over several iterations, expressions, color palette, and silhouette were defined, always taking into account their adaptability to the 3D environment and their coherence within a playful and technological narrative. This image shows the creative journey from the first strokes to the final version ready for animation.
Initial design by hand
That's me!
Ready to fly very high
Advertising
Advertising
Throughout my career in advertising, I’ve had the opportunity to work with some of the most recognized international agencies—including Leo Burnett, TBWA, J.W. Thompson, and Young & Rubicam—developing strategic and visually impactful campaigns for global brands such as Puma Energy, Honda, G4S, HBO, Bimbo, and Lala. My approach combines strong conceptual thinking with a deep understanding of marketing, resulting in creative solutions that resonate with target audiences and drive results. From art direction and copywriting to full campaign execution, my advertising work reflects a balance of creativity, discipline, and strategic insight.
Graphic Design
Graphic Design
Corporate Identity
Branding
Illustration
Logo design
Over the past three decades, graphic design has been the foundation of my creative journey. From brand identities and packaging to editorial layouts and digital content, I've developed visual solutions that not only communicate clearly but also connect emotionally with audiences. My approach combines strategic thinking with bold aesthetics, and I take pride in crafting designs that solve problems, strengthen brands, and leave a lasting impression. Whether working independently or leading creative teams, I bring a deep understanding of composition, color, and typography—always aligned with each project’s unique goals.
Art
Art
Beyond commercial design, my passion for art has always been a personal journey of expression and exploration. As a painter and sculptor, I continue to evolve my artistic voice, experimenting with form, texture, and symbolism. While my professional career often prioritized graphic design and creative direction, I never lost touch with the tactile and emotional depth that comes from creating with my hands. My artwork reflects a fusion of cultural influences, personal narratives, and visual storytelling—each piece a reflection of both discipline and intuition.
Augmented Reality AR
Augmented Reality AR
Exploring new dimensions through Augmented Reality, I have developed interactive experiences that connect the physical and digital worlds. One of my most notable projects is the “KAN” app, designed to enhance visits to archaeological parks by overlaying educational 3D content onto real-world environments. This work has allowed me to merge my expertise in animation, design, and visual storytelling with emerging technologies, creating innovative solutions for tourism, education, and culture. I believe Augmented Reality not only transforms how we interact with our surroundings but also expands the creative possibilities for telling memorable stories.
We are currently open to collaborating on new commercial AR experiences, from advertising campaigns to interactive applications for brands and institutions.
KAN app
KAN app
Kaminaljuyú, Guatemala City
AR experience on Cookie Packaging
AR experience on Cookie Packaging
Contact
Contact
Let’s Connect!
I’m always open to new opportunities, collaborations, or just a creative conversation. Feel free to reach out through any of the channels below:
📧 Email: rafagarridousa@gmail.com]
📞 Phone: +1 405 886 7745
🌐 LinkedIn: linkedin.com/in/rafagarrido
📍 Currently Based in: Moore, Oklahoma, USA
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