Federico Hernandez federico@asimetagraf.com

Current

asimetagraf Brand, Marketing and Sales Consultancy for the Mexican Operation at CUANDA
asimetagraf Brand Design Consultancy for the Mexican Operation at Dawn Food Products
Strategic Design Consultant Partner at asimetagraf

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Past

Design Consultant at Forum Studio Creativo
Visual Comunication leader at Applica
General manager at Meta (Self-employed)

Manager / Gerente at Grupo Fogra / interprenta
Proveedor Agencia de Diseño at HP
General manager at CROPS Comunicación Visual

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3 more...

Education

Universidad Nuevo Mundo, A.C.

Recommended

3 people have recommended Federico Hernandez

Connections

87 connections

Industry

Food & Beverages

Websites

Federico Hernandez federico@asimetagraf.com’s Summary

Brand, Identity, Packaging and in-store design consultant.

Specialized in Latin market. US & Mexico

Lead the Design efforts to more effectively use and communicate clients brand Identities to entice consumers to understand, prefer and select their brands.

Tools used are Packaging and In-store which are developed with an understanding of business strategy and brand equities. Additionally lead the process of creating and executing designs, collaborate with multi functional partners, establish and manage budgets, direct and coach designers, design firms, and teach and drive passion for design with business partners.

"first moment of truth." strategist and executioner.

17 years design experience and more than 10 years as Design manager.

Experienced monitoring market qualitative and quantitative tools, visual audits and an understanding of the needs of the different channels to adapt/improve designs if needed.

Monitoring competition for key design strategies. Qualify, develop and manage supplier agency partners.

Deep understanding of fast moving and ever-changing category and Design vernacular. Understanding/ awareness of intersection of different categories, from food and beverages to Fashion/ Design/ Beauty trends.

"Federico understands that brands tell stories and how packaging in all its aspects must tell a brand story with clarity, consistency, and credibility -- no small feat among designers who often pursue design for design's sake. I recommend Federico to anyone who wants the best brand storytelling for their packaged goods".
January 7, 2005
Michael Moon was with another company when working with Federico Hernandez at metagraf (asimetagraf).

Federico Hernandez federico@asimetagraf.com’s Specialties:

Strategist design vision and Skilled Team leader

Excellent and effective communicator across multi functional boundaries

Ability to collaborate with and enroll multiple functions.

Proactive and Influential leadership skilled.

Ability to set priorities and maintain them.

Strong technical expertise in packaging and in-store design and development.

Track and budget control.

Expert on Brand, branding, packaging and in-store or retail design.

Federico Hernandez federico@asimetagraf.com’s Experience

asimetagraf Brand, Marketing and Sales Consultancy for the Mexican Operation

CUANDA

(Food & Beverages industry)

April 2008 — Present (1 year 4 months)

• Creation of Market knowledge.
• Consumer Behavior Understanding.
• Communication Concept Development.
• Opportunity findings to develop a market niche.
• Strategy development.
• Development of a feasible marketing plan.
• Follow up on execution through Data Analysis.
asimetagraf Brand Design Consultancy for the Mexican Operation

Dawn Food Products

(Privately Held; Food Production industry)

March 2005 — Present (4 years 5 months)

asimetagraf provides Branding, Packaging, POP for Mexican Opperation
Strategic Design Consultant Partner

asimetagraf

(Food & Beverages industry)

2004 — Present (5 years)

Marketing and Brand Design.

Art direction for Product identity development, ID Graphics design, Structural Packaging design, Packaging Art Design, Color Quality assurance (Color Management), Brand design, new concepts development. Sales, commercial liaisons, business development.
Design Consultant

Forum Studio Creativo

(Design industry)

December 2003 — January 2005 (1 year 2 months)

Design consultant on packaging art and containers development. Designer of store communications materials.
Visual Comunication leader

Applica

(Public Company; 1001-5000 employees; Consumer Electronics industry)

2001 — 2003 (2 years)

Product identity development, ID Graphics design, Structural Packaging design, Packaging Art Design, Color Quality assurance (Color Management), Brand design, new concepts development.
General manager
Meta (Self-employed)

(Self-Employed; 1-10 employees; Graphic Design industry)

1998 — 2001 (3 years)

Sales, commercial liaisons, business development, art direction
Manager / Gerente

Grupo Fogra / interprenta

(Partnership; 11-50 employees; Graphic Design industry)

1996 — 1998 (2 years)

Business development, managerial responsibilities to deploy new technologies applied to on demand printing services
Proveedor Agencia de Diseño

HP

(Public Company; 10,001 or more employees; HPQ; Information Technology and Services industry)

1994 — 1998 (4 years)
General manager

CROPS Comunicación Visual

(Partnership; 1-10 employees; Graphic Design industry)

1991 — 1996 (5 years)

Sales, commercial liaisons, business development, art direction

Federico Hernandez federico@asimetagraf.com’s Education

Universidad Nuevo Mundo, A.C.

Graphic Design 1987 — 1991

Course on Managerial Economics
Several courses on graphic design, photoshop, pre press technics, color management, kaizen improvement process.

Activities and Societies:

Debate team on Color Management, Digital Asset Management, Design trends and design economy impact

Additional Information

Federico Hernandez federico@asimetagraf.com’s Websites:

Federico Hernandez federico@asimetagraf.com’s Interests:

Marketing, Design Training, Design Managment, Business Managment, New Design trends, new comunication trends, Costumer trends, Branding, Brand Managment, Emotional Branding, New product development, Color Managment, DAM (Digital Asset Managment), Art, contemporary Art, Photography, Cinema, Ecology, sustainable proyects, architecture and Philantropy,