Moving perception
Building brands
VASCO is the independent creative practice of José Arregui—Senior Brand Designer, Creative Director and kinetic artist working with ambitious businesses across identity, digital experiences and visual culture.
ART · BRANDING · CREATIVE DIRECTION
ONE PRACTICE
TWO WAYS OF MOVING PEOPLE
VASCO brings together two disciplines that have always shaped the way I think: strategic design and kinetic art.
For 18 years, I have helped companies define what they are, express it with distinction and build coherent experiences around their brands. Since 2019, I have explored movement, color and perception through kinetic art.
Different outcomes. The same obsession with clarity, structure and detail.
Strategy, naming, visual identity and guidelines for businesses that need clarity before visibility.
WHAT I BUILD
01 BRAND
FOUNDATIONS
From the central idea to the final experience, I build brands as connected systems—not collections of isolated pieces.
02 BRAND
EXPERIENCES
Websites, packaging, presentations and digital touchpoints that turn identity into a real business experience.
Strategy · Naming · Identity · Rebranding · Guidelin
Web · Packaging · Presentations · Kajabi · Shopify
03 CREATIVE
DIRECTION
Senior creative direction for brands that need consistency, distinction and a clear point of view as they grow.
Campaigns · Content Direction · Photography · Brand Oversight
FEATURED WORKS
ARDOK
BRAND TRANSFORMATION · CREATIVE DIRECTION
CHIQUI ARREGUI
PERSONAL BRAND · DIGITAL EXPERIENCE
REJUVENATION
BRAND IDENTITY · WELLNESS
Different industries. Different challenges. The same level of care.
Building a complex B2B brand from identity to digital experience, corporate communication and physical environment.
A personal brand and Kajabi experience built around clarity, transformation and human expansion.
A wellness identity balancing science, vitality and personal transformation across physical and digital experiences.
THE WORK IS BUILT ON THREE THINGS
Before designing how a brand looks, I define what it needs to say, solve and make easier to understand.
CLARITY
Good design should not make a business look like its competitors—only slightly better
DISTINCTION
The central idea matters. So does the final detail. A strong brand needs both.
PRECISION
Good taste is not decoration. It is judgment.
THE MOVEMENT IS NOT IN THE WORK
IT IS IN THE PERSON LOOKING
Since 2019, I have explored color, repetition and optical vibration through kinetic artworks that change with distance, movement and perception.
VASCO ART
THE MOVEMENT IS NOT IN THE WORK IT IS IN THE PERSON LOOKING
Since 2019, I have explored color, repetition and optical vibration through kinetic artworks that change with distance, movement and perception.
VASCO ART
BUILDING SOMETHING THAT DESERVES TO
FEEL MORE LIKE YOU?
Tell me what you’re building, what no longer feels right and where you want to take it.
