Fidel Hernandez

Designer with eleven years of experience in the creative industry, focused on the research and application of visual language on different platforms, with a career of more than eight years as founder and creative director of FRONTAL, a specialized design studio based in Mexico City in visual identity, art direction and product design.

With more than a decade of experience leading teams and designing digital products, Fidel Hache has left his mark in various industries, including technology, real estate, sports, fashion, news, fintech, health, beverages, biotechnology, education and social innovation . His passion for design, strategy and research has led her to found MATERIA LAB, a studio focused on the use of artificial intelligence tools and generative art, with the mission of exploring new technologies and the future of visual communication.

Fidel Hache has a university degree as a designer at the Institute of Arts, a postgraduate degree in UX Research at ITAM, a specialty in Animation and VFX at LA SALLE University as well as a specialty in film creation at FRENCH ALLIANCE. He also worked for three years as a senior designer at ANAGRAMA, one of the most important agencies in Mexico and Latin America, specialists in the design and development of objects, spaces and multimedia projects.

ANAGRAMA - SR. DESIGNER ( FEBRUARY 2013 / JANUARY 2016 )

ANAGRAMA is one of the most important branding agencies in Latin America. I started as a Jr, developing graphic pieces for brands and campaigns. Two years later, I was promoted to Sr., becoming more involved in brand creation. and product development processes.

FRONTAL - FOUNDER & CREATIVE DIRECTOR ( JANUARY 2016 / JANUARY 2024 )

In 2016, I founded the design studio FRONTAL, with a team of 6 designers, developers, and creatives. We specialized in brand identity, UX/UI, and art direction for advertising campaigns. As Creative Director, I guided ongoing projects, getting involved in various design phases and decision-making. I was also in charge of direct client contact. Additionally, I was responsible for mentoring the team and creating a dynamic work environment where creativity and innovation were constant.

MATERIA - FOUNDER & PROMPT ENGINEERING ( SEPTEMBER 2023 / JULY 2024 )

Creative studio specializing in the production of synthetic media, dedicated to exploring the limits of new technologies and the future of visual communication through artificial intelligence.

GRAPHIC DESIGN - COLLEGE DEGREE ( 2007 / 2011 )

ANIMATION & VFX - POSTGRADUATE DEGREE ( 2011 / 2013 )

UX RESEARCH - POSTGRADUATE DEGREE ( 2017 / 2017 )