I’m Beatriz Rodríguez-Florido Escobar, a Visual Communication Designer based in Valencia, Spain.
My practice focuses on developing visual systems that bring clarity and structure to communication across brand identity, editorial design, and digital experiences. I’m particularly interested in typography, information design, and the relationship between concept and form, approaching each project as an opportunity to build coherent visual languages rather than isolated graphic pieces.
Over the past six years, I have worked across agencies, technology companies, and multinational environments, collaborating on projects that range from cultural identities and editorial publications to SaaS products and corporate communication. These experiences have shaped a design approach that balances conceptual thinking with practical execution, adapting to both independent projects and complex organizational contexts.
Currently, I am completing a Master’s degree in Editorial Design while continuing to expand my practice through digital and brand design.
My experience
so far :3
(CURRICULUM VITAE)
STUDIES
Visual Communication Design
Bachelor’s Degree
The Higher Institute of Design (ISDi) at the University of Havana
Design of Digital and Analog Publications
Official Master’s Degree / 2023 – present
Escola Superior de Disseny de València (EASD Valencia), ISEACV
WORK EXPERIENCE
Graphic Designer / ForwardKeys – Amadeus / 2024 – present
I joined ForwardKeys as the sole designer, leading the company’s visual communication across marketing, sales, and brand initiatives. My role covered a broad range of responsibilities, including brand development, sales enablement materials, social media campaigns, website design and maintenance, as well as the creation of infographics and visual storytelling assets for reports and presentations.
Following the acquisition of ForwardKeys by Amadeus, I transitioned into a larger, multinational environment, gaining firsthand experience within a complex corporate structure. This shift expanded both the scale and strategic impact of my work, allowing me to collaborate within multidisciplinary teams and contribute to projects with broader organizational reach.
Today, my work sits at the intersection of brand, product, and business communication, combining visual design with strategic thinking to support both internal and external stakeholders.
UI/UX and Visual designer / Webtronic Labs / 2023 – 2024
User experience and interface design, also serving as the head designer in the marketing department, addressing all advertising needs of the company and related projects, including: UI/UX, social media, multimedia advertising, Google Ads, deck presentations, identity design, strategies, etc.
Graphic and RRSS designer / Digoo Agency / 2021-2023
Responsible for designing style guides for social media, publications, promotional videos, digital campaigns, printables, working with influencers, and photo sessions.
Freelance / Collaboration / 4am Saatchi & Saatchi / 2020 – 2021
Advertising design for company clients, including Nestlé’s sub-brands such as Maggi, Nescafé, and Fitness+. Designing posts, banners, vinyls, advertisements, etc.
ACQUIRED
SKILLS
Illustrator / Photoshop / Indesign / After Effects / Premiere Pro / Xd
Figma / Adobe Xd / WordPress / Elementor / CSS / HTML
RRSS / Ads / Meta Business Suite / Mailchimp / Presentations / Research
Artificial Intelligence
Chat GPT / Midjourney / Leonardo AI / Photoshop generative tool / Gemini / Adobe Firefly
Communicator / Problem-solving / Detail-oriented / Team player / Social skills / Customer relations / Versatility / Critical thinking / Adaptability / Empathy
Spanish / English / French
HOBBIES
En los últimos meses me he encontrado haciéndome esta pregunta con cierta frecuencia. Desde que somos pequeños nos enseñan que si elegimos un trabajo que nos gusta se convertirá en una especie de hobbie pagado, pero una vez tomada esta decisión, qué nos resta como hobbie?
A día de hoy viviendo en una sociedad plagada de mecanismos diseñados con el objetivo principal de robar mi atención, mi tiempo, mi juventud, mi vida, qué tiempo extra me resta para destinar a algo que me gusta? siento que he sido robada.
Estudiar y trabajar a la vez toma el mayor porcentaje de mi rutina actual. Y de lo que logro hacer restar, luchando contra los gigantes dementores digitales, lo destino en su mayoría a socializar. Soy una persona muy sociable, muy empática, lo que me hace establecer vínculos sólidos. Vínculos que procuro mantener con la gente que más aprecio. Mi familia y amigos son pilares fundamentales en mi vida, así que pasar tiempo con ellos es una de las cosas que más disfruto. Seguido a esto he desarrollado una gran afición por las actividades al aire libre, me dan ese sentimiento de existencia
