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The nation’s most popular news source for graphic design business, ideas, and opportunities.
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AMAYA GRULLON-HERNANDEZ

I’ll happily wander through every “What If” because overthinking is just creative brainstorming with better branding. My work lives at the intersection of creativity and connection, where random thoughts turn into design moments that actually make sense. Inspiration hits everywhere from matcha runs to people-watching in everyday commutes like it’s research. At the end of the day, I just want to make things that make people stop, smile, and maybe say, “Wait… who made that?”
I’m all about making the choices count. It never gets easier; you just get better at it.
My interest in art direction started with noticing how visual choices shape the way we experience the world. Whether it was color, composition, styling, or the mood of an environment, I found myself drawn to how these elements work together to tell a story. Over time, I realized I was less interested in creating single visuals and more excited about crafting the overall vision behind them. I often call myself the “Idea Person” because what excites me most is building the concept, defining the tone, and imagining the world everything lives in. That curiosity grew into a passion for art direction building concepts, and creating projects that feel intentional, emotional, and memorable.
To me, good design is the perfect blend of clarity and personality. It solves a problem without losing its soul. Good design communicates something instantly, whether it’s emotion, function, or story while still leaving room for discovery. It’s thoughtful, inclusive, and intentional, and good design makes people feel something.
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