Hi, I’m César. (se·sar)

Born in Bogotá, shaped by its streets.

I’m originally from Bogotá, Colombia, a city full of contrasts, culture, color and incredible food. Growing up there, I was surrounded by them every day: busy markets and quiet plazas, colonial buildings next to modern ones, the smell of a neighborhood bakery and the energy of a crowded street. Without knowing it yet, I was learning how places, colors and experiences make us feel.

Since I was little, I’ve been fascinated by the impact design has on people. Not just on a screen or a page, but everywhere. The chair you sit in, the way a restaurant welcomes you, how a building lets in the light, how a street makes you want to stay or keep walking. Our environment shapes our mood, our habits and the way we connect with each other, and someone decided every detail of it.

That’s where my love for craft comes from. I noticed early on that the experiences that stay with you are never accidental. They come from intention: someone thinking about the people on the other side, and someone caring enough to get the details right. When intention and craft come together, even something simple can become an amazing experience. I’m passionate about that combination, and I bring it to every piece of work and every team I lead.

That curiosity turned into a purpose. I grew up wanting to use design to make a positive impact on people’s lives, and it still guides everything I do. Whether I’m leading a rebrand, directing a campaign or building a team, I keep coming back to the same question: how will this make people feel, and will it make their day a little better?

From UX/UI to leading an in-house agency.

My background is in UX/UI, and it has always been rooted in the same thing: understanding people so we can build better solutions for them. Early on, at AG2 Technology, I designed print-on-demand and digital product platforms for Office Depot, work that went on to exceed our usability benchmarks and taught me how much a clear, human experience matters.

From there, my work grew beyond screens. I’ve designed brands, applications and web experiences, and moved into the furniture industry, where I helped shape how a brand looks, sounds and feels across every touchpoint, from a product page to a showroom floor.

Today, I’m VP of Creative at CITY HOME, one of the top 100 furniture retailers in the U.S. I lead the in-house creative agency across multiple departments, and our goal is simple: create a better experience for every CITY HOME guest, wherever they meet the brand.

Design has always been about people for me. I bring craft and operations together to build the brands, tools and teams that create better experiences, for customers and for the people making the work.

Success starts with understanding.

Before anything gets designed, I want to understand the real problem we’re solving, for the business and for the people on the other side. Strategy and craft work best when they work together.