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Hernán Valencia(@_hernanvalencia)'s profile avatar HD Profile

Hernán Valencia

@_hernanvalencia

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Creative Director & Brand Advisor. I help people make work that's honest about who they are. ✨🇵🇪🇺🇸 📍Bay Area
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Look closely. The mark lives on the label too. Built into every layer, not just the surface. by @_hernanvalencia
Some projects only start out small… What started as a simple whiskey label job for Harrison McHugh — a 5th generation San Franciscan and fire protection engineer — evolved into something meaningful. Through research, we uncovered the source: the name McHugh traces to the Gaelic "Mac Aodha." Son of Fire. That lineage became our foundation. A brand rooted in history and fate. The artwork followed the heat it conjures. Fluid contours that evoke fire, water, and smoke. A heraldic lion from the family coat of arms, recast as a fire-wielding protector. Textured felt. Cold press gold and silver foil. We didn't just design a label. We built an identity meant to last. That’s the work I care about. Thank you Harrison and @nattymchugh for trusting me with your project by @_hernanvalencia
A few months back I got this beautiful textile piece by @ohrosewong shipped to my coast, courtesy of the good folks at @enorme.nyc Been a big fan of Rose's illustration work for a while and I've done what I can to bring her some projects. I think she's brilliant and I'm happy to have a piece of hers in my home. I have a love/hate relationship with this platform, which is why I rarely post besides stories, but using it to share and uplift folks is where I can dig it. by @_hernanvalencia
I recently finished Kazuo Ishiguro's Klara and the Sun (which I highly recommend) a story that explores themes of hope and humanity in the age of AI. A key takeaway is the protagonist's realization that individual worth and "heart" are not inherent qualities, but come from the connections we forge with others. As we wrap up 2024, I find this theme resonating with me deeply. While one significant chapter of my life has ended, it helped center me on the true sources of meaning in my life: the people who consistently support me, create new memories with me, and encourage me to be myself, independent of titles, achievements, or awards. Going forward, my aim is to embrace a simpler, more present way of living, cherishing my time with family and friends and appreciating the small moments around me. 1st pic: turning in my Google Badge. The rest are roughly chronological within 2024. I would've added another 40 more if I could. There was so much joy and warmth this past year ❤️🫶🏽🎉 #happynewyear2025 #techlifebalance #hikingadventures #food #musicwinefriends #art #livesimply #2024 #2025 #friendship #family #peru #bayarea #designerlife #independent #illustration #creativedirector #lasvegas by @_hernanvalencia
New work, new vibes! 💫 After working at both a startup and a tech giant, I've been exploring my creative practice by taking a #sabbatical and figuring out my next phase. This project was a refreshing change - designing a brand identity for a #yoga studio that specializes in healing and recovery. 🧘🏽‍♂️🧘🏿‍♀️🧘🏼 (there might be a theme here!) My long-time friend and collaborator @stacexcoaster brought me along and I jumped at the chance at creating something wholly new to me. I enjoyed the challenge of creating a visual language that represents both lightness and darkness, as well as the rhythmic vibrations of healing in yoga flow practices. The colors and imagery are inspired by chakras and the Mojave desert. 🏜️ What I've always liked about myself is my curiosity and passion for bringing people's ideas to life. This project, and others like it, have reinforced that. I'm drawn to small businesses that are conscious and filled with cool, passionate people. I believe in the power of collaboration to make a positive impact. Stay tuned for more updates on this project and others as I continue my creative journey. Stock by @adobe, logo based on @tantypeco Laundry room typeface. Custom made ampersand by yours truly. Flow shapes based on #arminhoffmann #newproject #branddesign #graphicdesign #yoga #healing #creativejourney #inclusion #identitydesign by @_hernanvalencia
Holis my friends! A recap of my summer which started a bit out of sorts, but ended with a renewed sense of hope and confidence. Here's to your stars aligning into 2025 🎯🌞💋🤩⛵🔮 by @_hernanvalencia
10 days in Lima. Hung out with cousins, siblings, uncles, aunts and my dad. It was wonderful and affirming with lots of amazing Peruvian dishes and many Pisco sours! I got a chance to attend part of the @ladfest where I met @richarsmeza and @brody_associates as well as touring many parts of my old neighborhood. #peru #peruvianfoodie #barrancolima #mirafloreslima #sanisidrolima #sanmiguellima #cevicheperuano #costaverdelima #piscosour #design #creativedesign #diseñadores #parquedelasleyendas #perucultura #cancha #cervezaqusqueña by @_hernanvalencia
As we wrap up the year, I wanted to call out @trophyology, a women-owned award solution company, whom I sought out to create and produce my #designwork for our customer awards, back in 2020 when #lookerstudio was still onboarding onto #googlecloud. The designs were based on elegant visualizations, corresponding to each category of award relating to their proficiency around #data product innovation. During the madness of that year, they worked diligently with me to resolve some technical issues and together coming up with a solution that was successful, impactful and simple, using #sustainable materials for our #JAPAC region customers. Eva Schone was absolutely amazing to work with! Loved what they did. by @_hernanvalencia
Swipe ◀️◀️ Right before @lookerdata was acquired by #googlecloud, we had some big plans to keep expanding and maturing the brand towards an #IPO. Some ideas were never materialized and some work had to be converted but I'm really proud of all the work we all managed to pull together. My director initially put this collection together to show me the scope my design system enabled. I'm really proud of the output our whole team managed to push out over my tenure. Next up. some interim #design work . . #photography #illustration #designsystem #purple #composition #system #branding #looker #marketingdesign #imagery by @_hernanvalencia
Swipe left ⬅️ ⬅️ for more of the work I did in 2019. #designtour 1) Addy winner #ooh (out of home) billboard #truepower customer story campaign across NYC, LA, SF, Dallas and Chicago markets for brand awareness campaign. Looker flew me out to New York to art direct the photoshoot on a day's notice! #startuplifestyle . . 2)Business card based on the visual identity on premium cotton stock with custom #pantone colors. An absolute delight to be working directly with the press. #tangiblethings . . 3) Lots of brand expression had to be leveraged through the blog without getting redundant. The system was flexible enough to add variety through the different content types. . . 4)A series of cover types based on customer case studies, e-books and solution briefs to leverage technology partners. We developed a #photography pov centered on performance and emotion. . . 5) We also had quite a media buy across airports for the same OOH campaign through LED billboards. VP: David Shearer CD: Stacey Olson by @_hernanvalencia
Birthday week. . . Good to see old friends and family while I'm back in Vegas for Thanksgiving. Aurora and I can't believe all that has happened the past few years, yet we're so grateful and inspired. . . I'm so proud of myself for meeting challenges, seeing opportunities and reaching unimaginable heights in professional and personal development. The younger man I was when I first lived here would not believe it. . . My goal for the next stage in my career, before retirement, is to provide young, driven people opportunities for growth and platforms for them to thrive. ✌🏽💯✊🏽🧠❤️‍🔥 . . Onwards to 2022 by @_hernanvalencia
I was originally gonna start showing all of the work I did in 2019 for looker –a tech startup I moved back to California for– but 2020 happened... I was the senior creative for the looker brand team and created and directed lots of design solutions I'm super proud of and stoked to finally show you. My role was to set @lookerdata apart from how data tech companies show up in the world. Now that looker is part of Google Cloud, the visual identity and campaign work has been retired. I categorized these as data landscapes and they represented the stage where data transformation happened. They were used for backgrounds on new creative assets, booth graphics and ebook covers as well as inspiration points to create new, modular solutions. It all formed around the narrative of the gateway. I'll share more on that later. . . . . . . . . . . #datadrivenmarketing #technology #looker #datavisualization #design #marketing #branding #brandexperience #campaign #illustration #designinspiration #designersofinstagram #santacruz #california #designthinking #techstack #businessintelligence #visualidentitydesign by @_hernanvalencia

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