I'm Alberto.
I've spent 20 years leading design: product, brand, motion, and the teams that make them. I've co-founded two companies, which taught me what it costs to build something from zero: earning trust, deciding without perfect information, and delivering anyway.
I've grown a creative department from 6 people to more than 30, shipped over 90 educational games that got covered by The New York Times and USA Today, and led brand and design through Canada Post's national repositioning, a rollout that had to land with three unions, thousands of employees, and the public at the same time.
The thing I care about most is the person on the other side of the work. When a team really understands who they're designing for, the project stops being a task and becomes something worth caring about. That's where the better ideas come from, and it's how I build teams: people who feel ownership over what they make.
I never left the craft behind. I can sit with a C-suite and argue for a creative strategy in the morning and get into typography in the afternoon. I think leaders who can't do both lose their teams' trust, and eventually their judgment.
Outside of work, it's mostly family. Two young boys, so life is a bit chaotic, in a good way. When I get a minute I'm boxing or cooking. Both help me reset.