Graphic design from initial concept through to final production. Working across national campaigns, the role required developing strong visual ideas quickly, justifying creative decisions to stakeholders, and delivering consistently across multiple formats and channels.
RSM Campaigns
In-house graphic designer at RSM in London, working as part of a creative team embedded within the organisation. Responsible for developing campaign concepts and translating them into visual systems across print and digital — always within RSM’s brand guidelines, with room to push them.
Role
Approach
Each campaign started from a concept — an idea that could carry the message and translate across media. The challenge was to work within RSM’s established brand guidelines while giving each campaign its own visual identity and energy. Design decisions had to be both creatively compelling and strategically sound, with clear routes presented to stakeholders from brief to completion.
Campaigns including Beyond the Balance Sheet and New Forces at Work required developing the full visual language: typography treatment, imagery direction, colour application, and layout systems for print and digital.
Beyond design, I also collaborated on a series of interview videos filmed across RSM offices in the UK — working as camera and sound assistant, and contributing my photography experience to the framing and composition of shots.
Video
Interview series filmed across RSM offices in the UK. Camera and sound assistant, contributing photography experience to framing and shot composition.
“Juan brings a conceptual approach to his work, especially for the larger national campaigns such as Beyond the Balance Sheet and New Forces at Work. He thought about the approach and explained the routes clearly. He takes pride in his work and everything produced feels considered.”Poppy Smith — RSM