EL FIN Presents: The People Behind the Studio

We’ve been doing our most meaningful work quietly behind the scenes over the last few years, and we want to change that.

We’re starting here, with the part of EL FIN that has never really been published: the people behind it. Along the way, we’ve been experimenting, failing, iterating, and building, growing stronger with every new person who joins us. That’s why we’re launching EL FIN Presents.

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Now it’s time to share not just the work we’ve been quietly creating, but the people who make it happen.

¨We are united by a particular vision about the work we do. About how our passions join the studio’s purpose.¨

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Today marks a special day, because we’re starting something of our own (between Germany, El Salvador, and Chile, because yes, we are worldwide!). A series dedicated, not only through cool titles or sick portraits, but through a glimpse, of how this team actually thinks: their decision-making, their workflows, their inspiration, the way they move through creative chaos and turn it into something clear, useful, and true. Strategic.

Because if there’s one thing I want people to understand about this studio, it’s this: we’re not defined by a single perspective. We are multidisciplinary and from various backgrounds. Handpicked, if I may say. Curated, actually. Yet, we’re defined by strategy, and by the results that strategy makes possible. 


We are united by a particular vision about the work we do. About how our passions join the studio’s purpose. That behind great design, it’s a group of talented professionals building their own dreams and career paths. Here’s a little peek into our studio and the ideas we will be discussing in the next entries.

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A clear vision: We produce real results.

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I’ve said this in different ways over the years, but the idea stays the same: our projects are built to produce real results. From $0 to millions. From lack of recognition to prize nominations. From JPG logos to well-crafted design systems. If you think I'm joking, ask our clients, for real!

I’m definitely not interested in making something that only looks good “at the party.” I’m interested in building something that performs. Something that gets a business closer to what it actually wants: more demand, more thoughtful thinking, more movement in the right direction.

That changes how we start a project, what we actually pay attention to and what we also refuse to do too. At EL FIN, design sits close to business, through logic, not to make it serious, but to make it work. We don’t make decisions based on personal preference. What actually connects with the audience. What really resonates with the people who will actually buy or use it.

¨A brand needs a permanent thread that never disconnects¨

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Design beyond a logo

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To create this series, we sat down with our team. We found ourselves remembering the days when we were four people on Discord, talking through ambitious projects that needed design. Many of those projects are real now.

Even then, one thing was clear to us. Our view of design goes far beyond a logo. Those businesses didn’t just need an identity. They needed a backbone. That’s why, when we talk about design, we’re talking about systems. Because for me, a brand needs a permanent thread that never disconnects, from the opportunity or problem you’re solving, all the way through naming, identity, website, messaging, and the way the company communicates day to day.

That thread is what keeps things aligned as teams grow, context shifts, and the founder isn’t in the room. A good system doesn’t live as a PDF buried in a folder. It lives in the way people work. It gives you what you need to execute fast, clean, and consistently: references, briefs, context, constraints, and frameworks. It makes the brand transferable across the organization, so it isn’t trapped in one person’s head.

That’s also why we don’t jump straight into “designing the brand.” We start earlier. Research. Benchmarking. Workshops. Attributes. Positioning. When those foundations are real, we don’t need three different directions just to see what someone likes. We can land on one or two options with confidence, because they’re already aligned. And because a hell of a team leading each area!

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Build from experiences: We’re sharing what happens when you’ve built from zero.

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Another truth about EL FIN is that a lot of what we recommend comes from lived experience. After some years, believe me when I tell you that we've seen a little bit of everything.

In some cases, we’re not giving advice based on theory. We’re sharing what happens when you’ve built from zero, operated from the inside, and watched decisions play out in real numbers, real teams, and real consequences.That perspective changes the work. It shifts the conversation away from surface opinions and into what matters: what will actually help the business grow, and what will break if it isn’t designed as a system.

The team is the work

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I also believe the studio itself has to be designed. EL FIN started as survival. Two close friends obsessed with Dungeons & Dragons, with high hopes and a thirst for curiosity. A few clients and projects later, here we are, with a team that grows each quarter with a new set of skills. Because at some point, the studio became freedom for me, then it became a question: how do we build freedom and growth for everyone?

So I’ve treated EL FIN like a strategic design project in itself, something we keep iterating, rethinking, and rebuilding as we grow. The way we work. The way we review. The way we protect our energy. The way we keep things from becoming complicated just for the sake of control.

One principle has stayed consistent: when people are less stressed, they’re more creative. Because our design process is human-centered, we apply the same thinking to how we work internally. Some might argue this goes against a purely “business-wise” logic, but we choose to challenge that assumption by investing in our team. When people feel fulfilled, it shows in the work. That’s why we care deeply.

And because this is a people business, the team isn’t a resource. The team is the studio. Every hire is personal. Every person is part of the system. My goal is that nobody gets stuck doing what they started doing, that everyone evolves, learns, and grows into work that demands more of their brain, not less.

”So I’ve treated EL FIN like a strategic design project in itself, something we keep iterating, rethinking, and rebuilding as we grow.¨

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What you’ll see in EL FIN Presents?

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On each feature, we’ll share a glimpse inside of what happens behind the scenes.

• You’ll see how someone makes a decision within time and resources wise
• You’ll see the criteria we use to choose one direction over another.
• You’ll see the workflows that keep quality consistent 
• You’ll see how we blend essence and systems so brands can grow without losing themselves.

EL FIN Presents is an invitation to look closer. If you care about design as a real tool, rooted in strategy, systems, and criteria, follow this series and get to know our team. We’ll be here. Feel free to reach out!