Graphic Design Lecture at IES Príncipe Felipe
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Summary
Delivered a compelling lecture on graphic design to students at IES Príncipe Felipe, sharing industry insights and best practices.
Lucía Merlo
Senior Art Director & Visual Designer
Madrid, ES.About
An accomplished Art Director and Visual Designer with over a decade of international experience across Copenhagen, Helsinki, Barcelona, and Madrid. Lucía Merlo specializes in motion design, interactive exhibitions, and brand strategy, blending visual storytelling with spatial and digital media. Her work integrates animation, illustration, and interface design to create immersive experiences across physical and digital platforms.
She has developed creative concepts and visual campaigns for global brands such as IKEA and LEGO, and led art direction for exhibitions at institutions like the MUNCH Museum and Design Museum Denmark. Currently exploring how machine learning tools can shift visual culture, she brings a critical, hands-on approach to AI in design. Lucía brings conceptual clarity and strong execution to every project, shaping bold visual identities with purpose and precision.
Work
Madrid, Madrid, Spain
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Summary
Led comprehensive brand strategy, visual design, and creative content production for diverse clients across consumer goods, digital media, and startups.
Highlights
Created a series of animated illustrations, motion graphics, and graphic design assets for FoodUnfolded and EIT Food, enhancing annual reports and educational materials.
Provided creative art direction for Talkiatry, a telepsychiatry startup, conceptualizing and producing a digital campaign that included advertisements for television and social media.
Led the end-to-end creative direction of Survival International’s latest global digital campaign, culminating in an interactive scroll-narrative website with international reach (7 languages). The project combined strategic insights from stakeholder interviews with bold creative concepts, resulting in a distinctive visual identity expressed through illustration, animation, and interactive storytelling.
Directed and produced three-minute animated explainer videos for the sustainable fashion brand Reformation, expanding it into a broader suite of educational materials. Translated complex sustainability messaging into clear, engaging visual storytelling through animation, illustration, and typography — balancing brand guidelines with a fresh, dynamic narrative.
Designed and implemented the full e-commerce identity and website for Shiweed, from brand visuals to user experience. Delivered a digital presence that combines aesthetic appeal with measurable results: high conversion rates, repeat customers, and a seamless buying journey.
Yoke
|Art Director
Copenhagen, Capital Region, Denmark
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Summary
Directed interactive exhibitions and installations for prominent cultural institutions, leveraging expertise in spatial design, software, and visual storytelling to create immersive user experiences.
Highlights
Spearheaded art direction for the SHADOWS exhibition at the MUNCH Museum in Oslo, successfully inaugurated in October 2021, significantly enhancing visitor engagement.
Provided art direction for the IN THE MAKING exhibition at the Design Museum Denmark, contributing to a critically acclaimed interactive experience.
Led the art direction and visual identity development for the Skamlingsbanken Visitor Center, inaugurated in May 2021, establishing a cohesive brand presence.
Managed comprehensive design tasks including graphic design, concept development, UX/UI, storyboarding, animation, and illustration for diverse interactive projects.
Yoke
|Designer
Copenhagen, Capital Region, Denmark
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Summary
Contributed to the design and development of interactive exhibitions and installations, focusing on graphic design, concept development, and user experience for museum and organizational clients.
Highlights
Executed graphic design, concept development, user experience, interface design, storyboarding, and animation for various interactive projects.
Supported the production of visual identity and creative assets, ensuring alignment with project goals and client expectations.
Collaborated with cross-functional teams to translate complex ideas into engaging visual and interactive solutions for diverse installations.
Designit
|Designer, Digital Experience Team
Copenhagen, Capital Region, Denmark
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Summary
Supported brand experience and digital experience teams in visual identity and creative technology projects, developing solutions for mobile applications and interactive installations.
Highlights
Contributed to the production of visual identity and creative technology projects, working across platforms including mobile applications, interactive screens, and interactive walls.
Collaborated with brand and digital experience teams to deliver cohesive design solutions for various client initiatives.
Assisted in the development of engaging user interfaces and interactive elements, enhancing digital experiences for end-users.
Greenpeace Nordic
|Graphic Designer
Copenhagen, Capital Region, Denmark
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Summary
Designed compelling visual communications for environmental campaigns, translating complex messages into impactful graphic assets for a leading non-profit organization.
Highlights
Produced various graphic design materials for advocacy and awareness campaigns, supporting the organization's mission.
Collaborated with campaign teams to ensure visual communications effectively conveyed key environmental messages.
Applied design principles to create engaging and persuasive visual content across multiple platforms.
Jban Imarpress
|Communication Assistant
Madrid, Madrid, Spain
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Summary
Supported corporate communication initiatives by writing, editing, and translating content for various publications, including ebooks, blogs, and web pages.
Highlights
Authored and edited content for corporate publications, including ebooks, blogs, and web pages, ensuring clear and consistent messaging.
Translated key communication materials, facilitating broader reach and engagement with diverse audiences.
Contributed to the overall graphic communication strategy by supporting content development for visual assets.
IS Creative Studio / Hungry Castle
|Graphic Design Internships
Madrid / Barcelona, Madrid, Spain
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Summary
Graphic Design Internships – IS Creative Studio & Hungry Castle (2011–2012): Contributed to editorial, identity, and packaging projects.
Highlights
Participated in various stages of graphic and product design, including identity creation, editorial design, and online content development.
Supported project teams in conceptualizing and planning design solutions for diverse client needs.
Acquired practical experience in production management and creative problem-solving across multiple design disciplines.
Education
Designlab
Online, Remote, United States of America
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Course
AI for Visual Design
Complutense University of Madrid
Madrid, Madrid, Spain
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Bachelor's Degree
Fine Arts
Aalto University School of Arts, Design and Architecture
Helsinki, Uusimaa, Finland
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Erasmus Scholarship
Design and Architecture
IES Margarita Salas
Madrid, Madrid, Spain
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High School Diploma
Arts
Languages
Spanish (Native)
English (C2 Cambridge Proficiency, IELTS)
Danish (B1)
French (A2)
LSE - Spanish Sign Language (A2)
Skills
Design & Art Direction
Visual Design, Art Direction, Graphic Design, Motion Design, Illustration, Brand Strategy, Identity Design, UI/UX Design, Spatial Design, Concept Development, Storyboarding, Creative Direction.
Software & Tools
Adobe Creative Suite, AI for Visual Design Tools.
Project Management
Project Management, Production Management, Creative Consultancy, Cross-functional Collaboration, Stakeholder Management.
Communication & Content
Content Creation, Copywriting, Editing, Translation, Public Speaking, Press Release Writing, Digital Campaign Management.
Interactive Media
Interactive Installations, Mobile Applications, Interactive Screens, Digital Experiences.
Emerging Technologies
AI for Visual Design.
Projects
Lectures and Workshops on Non-Corporate Visual Identity
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Summary
Conducted a series of lectures and workshops focusing on non-corporate visual identity at the School of Art in Alcalá.
Ascua Project: Collective Literature Magazine
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Summary
Initiated and creatively directed the 'Ascua' project, a collective literature magazine published in Spanish across the Nordic countries.
Self-Publication of 'Extrañas moscas'
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Summary
Coordinated the self-publication of the collective short story book titled 'Extrañas moscas', managing the entire production process.
Criatura Collective Member
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Summary
Actively participated as a member of 'Criatura,' a collective of Spanish writers in Copenhagen, engaging in public readings and collaborative literary activities.
Creative Consultancy for Be Like Ants Project
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Summary
Provided creative consultancy to 'Be Like Ants,' a digital network supporting grassroots groups, activists, and environmentalists.
Illustration Workshop at Rigshospitalet Hospital
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Summary
Conducted an illustration workshop for pediatric patients in the postoperative department at Rigshospitalet Hospital in Copenhagen, with the generated material later used for the floor's visual identity.