Curriculum Vitae
Santiago
Valencia Vera
Senior Art Director. Consumer Experience.
Based in
Medellín, Colombia
Years of practice
15+
Languages
Spanish · English (B2)
Experience
2023–Present
Chief of Consumer Experience
Distrihogar · XO Center · Medellín, Colombia
- Phygital retail concept. Strategy, identity, and in-store experience.
- Cross-functional work between merchandising, digital, and store ops.
2013–2023
Senior Art Director
Independent practice & studio engagements · Medellín, Colombia
- Wayfinding for Ruta N Medellín, Dream Plaza Panama, Viva Centros Comerciales.
- Brand strategy and corporate identity work for institutional clients.
2005–2013
Wayfinding lead
Universidad de Antioquia · Medellín, Colombia
- Single visual identity system adapted to four building typologies.
- Edificio de Extensión, Posgrados, IPS León XIII, Sede Oriente.
- Designed governance that scaled to future buildings without author intervention.
Selected work
- IPS León XIII bilingual clinical signage. 29 rooms, 87 patient-care signs.
- Sede Oriente botanical wayfinding. Yarumo, Roble, Nogal, Chagualo, Caunce, Candelo.
Disciplines
Brand strategyWayfinding systemsPhygital retailCorporate identityArt directionConsumer experience
Education
BFA
Graphic Design
Universidad de Antioquia