Lucía Merlo
Senior Art Director & Visual Designer
Madrid, ES.About
I’m a visual designer working across brand identity, motion and exhibition design. I combine analysis and visual thinking to turn complexity into clear communication. I can lead a project from research to execution. That includes concept development, graphic design, UI, illustration and animated video production.
I approach design as a way of thinking. I analyse structures, patterns and intentions before deciding how something should be presented to the world.
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, startups and non profit organisations.
Highlights
Collaborated on the creative concept for Survival International’s global campaign on uncontacted Indigenous peoples. I shaped the early conceptual direction and the interactive architecture of the scroll-based website, turning stakeholder interviews into a visual and interaction framework built through illustration and motion.
Provided creative art direction for Talkiatry, a telepsychiatry startup, conceptualizing and producing a digital campaign that included advertisements for television and social media.
Directed and produced animated explainer videos for the sustainable fashion brand Reformation, expanding it into a broader suite of training materials. Translated complex sustainability messaging into visual storytelling adapted to their audience.
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
Lead the graphic and motion design of interactive exhibitions and installations for prominent cultural institutions. The team delivered 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, inaugurated in October 2021.
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 brand system for the institution.
Managed 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 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 user interfaces and interactive elements, enhancing digital experiences for end-users.
Greenpeace Nordic
|Graphic Designer
Copenhagen, Capital Region, Denmark
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Summary
I contributed to the early conceptual development of a campaign addressing the environmental impact of palm oil. I designed several infographic series — including pieces on fossil fuel emissions and on detained activists — translating complex or sensitive topics into clear visual content that circulated widely across social media.
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.
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
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Course
AI for Visual Design
Complutense University of Madrid
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Bachelor's Degree
Fine Arts
Aalto University School of Arts, Design and Architecture
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Erasmus Scholarship
Design and Architecture
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
Generative AI for visual concept development, Integrating AI tools into motion workflows, Interactive web storytelling.