Carlos Castillo
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What I do for your brand.

I blend technology, creativity and logic to build brands with real weight.

Phase 1

Brand foundation

Before investing in advertising or content, the brand has to actually exist: a visual system that is defined, documented and applied consistently. These four steps are the order I build it in.

  1. 01

    Logo Design

    Three logo concepts with strategic reasoning behind each — not three versions of the same drawing. The chosen one yields every variant and the official palette in Pantone, CMYK, RGB and HEX.

    • Visual direction moodboard with three candidate styles
    • Two rounds of refinement on the chosen concept
    • Horizontal, vertical, icon-only and monochrome variants
    • Organized vector files: .AI, .SVG and .PDF
  2. 02

    Brand Manual

    The document that keeps the brand from drifting every time someone new touches it: correct and incorrect usage, type hierarchies, spacing and voice.

    • Logo system with correct and incorrect usage
    • Documented primary and secondary palette
    • Typographic and spacing system
    • Brand Tokens JSON for use in digital projects
  3. 03

    Social Media Branding

    The brand applied to every platform the client already lives on, with bios written to be found and to convert — not just to describe.

    • Profiles and covers for Instagram, Facebook, LinkedIn and X
    • Bios optimized with keywords and a call to action
    • Editable base feed templates
  4. 04

    Starter Website

    The first site of their own: four pages with the identity already applied, a form that actually works, and the technical basis for Google to find it.

    • Home, About, Services and Contact
    • Responsive design with the identity applied
    • Contact form with email notification
    • Meta tags and basic technical SEO
Print

Digital is not always enough

Print production with professional press finishes, coordinated end to end: I prepare the files with the brand already applied, supervise the color proof and manage production through my supplier network.

Business cards

Business cards

The object people touch the most and the one most often botched. Files prepared for finishes you can feel.

  • Matte
  • Gloss
  • Spot UV
  • Emboss
Flyers, brochures and catalogs

Flyers, brochures and catalogs

Folded and bound promotional material, built for point of sale and campaigns with a release date.

  • Tri-fold
  • Bound
  • Large run
Corporate stationery

Corporate stationery

Letterheads, envelopes and folders aligned to the brand manual, so print and digital read as one thing.

  • Letterhead
  • Envelopes
  • Folders
Next step

Let's talk before you spend on the wrong thing

A 30-minute conversation is enough to know whether you need identity, a site, campaigns, or all three. If the project isn't a fit for me, I'll say so and point you somewhere useful anyway.

Tell me about your projectBook 30 minutesFree. Includes a short audit of your brand.
FAQ

What everyone asks before starting

It depends on the actual scope, which is why I don't publish a price list: a logo for a business just starting out and one for a company with ten years of accumulated material are not the same job. After a 30-minute conversation I send you a proposal with a fixed price and a breakdown of everything it includes — no surprises halfway through.

A logo with its variants takes one to two weeks. A full brand manual, another two. A four-page Starter site, one to two weeks once the content is ready. What stretches projects isn't production, it's waiting on copy, photos and approvals — so we set dates for those at kickoff too.

Two rounds of refinement on the chosen concept, which settles 95% of cases. More than that is quoted separately, but it rarely happens: I present three concepts with strategic reasoning from the start, not sketches to guess which one you like.

Yes. When the project closes you get the editable vectors, every exported variant and the documented palette, in an organized folder. I don't hold brands hostage: if tomorrow you want to continue with someone else, you have everything you need.

Yes, every service works on its own. But order matters: running ads before the identity is defined means paying to broadcast something that isn't resolved yet. If you come for marketing and I see the foundation is missing, I'll tell you before taking the project.

Yes. I work from North Bergen, New Jersey, and serve clients across the United States remotely: branding, websites, AI video and automation all deliver just as well at a distance. If a project genuinely needs me on site — a photo shoot, a session with your team — we agree on it before we start, so it is in the quote instead of appearing halfway through.

Yes, I work in English and Spanish interchangeably: meetings, proposals, deliverable files and the final content. It is not translation — I write and design in both languages, so a brand can launch bilingual from day one instead of being born in one language and awkwardly adapted to the other. Most of my clients in New Jersey and New York need exactly that.

The core idea of what you want to build; we work out the rest together. Often a single page describing your business is enough to start a website. Guiding you to the option that actually suits your business is part of the job — you do not need to arrive with everything figured out. If something is missing, whether copy, photos or a decision, I tell you what it is and when I need it.

Both. I design and implement: the site ends up published and working, the brand ends up applied, the automation ends up running. I also help you decide how to implement it, which often matters more than the design itself — the best technical version of something your business does not need is still money badly spent.

Per project, with the price agreed before we start. I only bill hourly for advisory and consulting work, where what the client needs is judgment and guidance rather than a specific deliverable. That way you know what it costs and what it includes from day one, and I have no incentive to stretch the hours.

That gets prevented at the start, not fixed at the end: at kickoff we agree in writing on the goals and the limits of the project, both technical and visual. For logos I present up to three prototypes for you to choose from before refining the selected one. And if what you are asking for does not point where your business is going, I say so in that first conversation — I have talked clients out of online stores they came asking for, because at their starting point strengthening the brand was the better move.