I co-founded Tijera to solve a specific problem. Founders who are conviction-rich and clarity-poor: they know exactly what they're building but lack the creative infrastructure to match their ambition. We assemble senior creative teams and embed as their design and strategy function. Seven companies across consumer, industrial, and advisory sectors. Brand identity, product development, creative strategy, and fractional creative direction.
Early-stage businesses and legacy companies modernizing share the same underlying problem. The gap between what they're worth and how they present to the world. Closing that gap is the work.
For C&M Metals, a multi-generational scrap metal and recycling business established in Los Angeles in 1962, the challenge was balancing 60 years of community trust with the visual energy needed to compete in a modernized market. For Deus Rex Machina, it was building the strategic foundation — brand identity, positioning, information architecture, and creative brief, all before a single pixel of design was produced. Each client is different. The underlying problem is the same.
KEY WORKC&M Metals brand modernization: four logo directions and a vibrant color system anchored in Crimson Red, Electric Royal Blue, and Vivid Championship Gold. A legacy business that needed a brand as bold as its history.
Deus Rex Machina brand and web strategy: full site brief and positioning foundation governing all downstream design execution.
- 7 companies served across consumer, industrial, and advisory sectors
- Full brand identity systems delivered across consumer and industrial clients
- Retainer, project, and advisory engagements across multiple industries