Samuel Hernández
Graphic Designer · Brand Identity
Utrecht, The Netherlands
PROFILE
Brand identity designer with 10+ years of experience across agencies, freelance projects, and in-house roles in Venezuela, Panama, and the Netherlands. I build identities that are clear, structured, and built to hold their shape — not just at launch, but once they're out in the real world. I work best where design is taken seriously from the start.
EXPERIENCE
Brand Designer
Aug 2021 – Feb 2026
Sympower
Utrecht, The Netherlands
Built the company's full visual identity from the ground up — starting from a logo, developing the complete brand system, guidelines, and all graphic communication.
Led design across brand assets, campaigns, events, sales materials, HR content, and social media — internal and external.
Developed and maintained the company website in collaboration with the product and marketing teams.
Created brand videos, iconography, and presentation frameworks used across the organisation.
Freelance Graphic Designer
Feb 2018 – Aug 2019
Independent
Venezuela - Panama
Brand identity and design projects for independent clients during relocation period to the Netherlands.
Senior Graphic Designer
Aug 2015 – Feb 2018
La Unión Publicitaria
Panama City, Panama
Designed campaigns, branding, editorial, and digital assets for a broad portfolio of retail and consumer clients.
Collaborated across creative teams from concept through execution and client presentation.
Founder & Art Director
Mar 2013 – Jun 2015
Simple Vista
Barquisimeto, Venezuela
Founded and led an independent design studio focused on brand identity and visual communication.
Worked with a range of clients including the city hall of Barquisimeto, developing the visual identity for the city and its public events.
Art Director / Graphic Designer
Oct 2007 – Dec 2013
ARS
Barquisimeto, Venezuela
Created graphic solutions, advertising campaigns, and branding projects alongside the Creative Director.
Led the visual redesign of Cardenales de Lara — the city's professional baseball team — a project with significant cultural impact in the region.
Mentored junior designers and supervised photoshoots for advertising campaigns.
Graphic Designer
Sep 2006 – May 2007
Proacción Publicidad
Maracaibo, Venezuela
Designed brand and campaign materials following client identity guidelines across print and digital formats.
EDUCATION
MA – Media & Creative Industries
2019 – 2021
Erasmus University Rotterdam
Rotterdam, The Netherlands
Including one-year pre-master programme. Focus on organisation, policy, production, and management within media and creative industries.
Studies in Photography
2012 – 2013
CIECA – Centre for Integral Audiovisual Communication Studies
Barquisimeto, Venezuela
Diploma in Marketing and Sales
Sep 2011 – Jun 2012
Rafael Belloso Chacín University (URBE)
Maracaibo, Venezuela
BA – Graphic Design
Sep 2002 – Jun 2007
Rafael Belloso Chacín University (URBE)
Maracaibo, Venezuela
SKILLS & TOOLS
Design
Brand identity, visual communication, campaign design, editorial, art direction
Primary tools
Adobe Illustrator, Photoshop, InDesign · Affinity Suite (in progress)
Motion & web
Adobe After Effects, Premiere, Animate · Figma · Framer
Photography
Composition, lighting, set production, post-production
Languages
Spanish (native) · English (fluent) · Dutch (basic)