¡Hola!

I'm José-León Paíno, a visual designer based in Barcelona (previously I lived in Valladolid, Madrid and Melbourne).

In my 13 years work experience I've been working as an art director developing a wide range of projects, from concept creation or art direction supervision to TV commercials, press, digital and social media strategies, ATL and BTL campaigns, direct marketing, corporate and branding design, packaging design, events and so on.

Mostly all my experience has been focused on corporations like McCann (Spain), Monash University (Australia) or Accenture Song (European Markets). However, three years ago I decided to set up my own studio as a freelancer and since then, I've been helping different kind of companies with their design duties (from small startups to big corporations).

Some clients I've worked for: Jaguar, Land Rover, Imagin Bank (La Caixa), CocaCola, Disney, Repsol, Mapfre, Acciona, Opel, Ron Barceló, Movistar, Spanish Minister of State for Health, Australian Department of Education, Turespaña, etc.

…and some companies & agencies I've worked with: Accenture Song (Europe), McCann World Group (Madrid), Monash University (Melbourne), Engine Brand Experience (Melbourne), Collabora Brands (Spain), 21gramos (Spain) among others.

I really enjoy diversity and multiculturalism and I consider myself resolutive, flexible, positive and curious.

More about me!

There are education facts that have shaped my career but also some personal interests that are a big part of myself and can help to get to know me better <3

  • Because visual design is changing a lot lately, specially with the coming of the IA realities and new working tools I decided to refresh all the knowledges that I already had with a Masters Degree in Graphic Design.

    I’m currently doing it in Shifta, the well known Digital School of Digital Creators powered by Elisava.

  • I truly believe we can change the World through strategic design, sustainability, innovation and social transformation.

    In fact, during 2021-22 I did my Master's Degree in Research for Design and Innovation lead by ELISAVA (School of Design & Engineering).

  • User Interface Design is a mindset and developmental process which involves creating user-friendly, aesthetically pleasing, digital interfaces.

    With a human-centred approach, UI designers prioritise "Designing things right" by incorporating elements like colour, typography, user flows, atomic design, accessibility and heuristics intentionally into their solutions.

    RMIT is an International University of technology, design and enterprise with their headquarters in Australia.

  • INGENIA PUBLIC CONTEST: In 2021 I was honoured with the First and Second Award of Innovation and Urban Sustainability (Premios Ingenia Valladolid) granted with 10K and issued by the “Valladolid City Council” within a public contest.

    These two winner proposals, 1st “City Green Corridors” and 2nd “Urban Micro-forests” were aligned with the urban and sustainable politics that the city is developing to achieve the 2030 Sustainable Development Goals.

    EFI. AWARD FOR EFFECTIVENESS: Movistar Fusión creative Campaign. (2013).

    FIAT IBÉRICA: Grant for Academic Excellence (2009).

    MCCANN SPAIN: Young Creative Award (2008).

  • If it comes to sports, Olimpic Rowing is my thing.

    I started to practise it 12 years ago in the Retiro Park Central Lake (Madrid) within Retiro 66 Club.

    When moving down under I used to practise it in Albert Park & Lake with Argos Rowing Club (Melbourne), and currently, in Barcelona, I’m an active team member of Panteres Grogues Rowing Club. Where I do Coastal Rowing and also work as a volunteer coach for the newcomers.

    As a matter of fact, I got the Level 1 of Rowing Coach granted by the Catalan Rowing Federation (2024).

  • As a millennial I love it when I develop projects with purpose.

    Working on social initiatives or projects related to take care of the environment or our Planet makes me feel like I'm doing something positive for the world we all live in.

    Among my clients I’ve developed projects for 21 Gramos, a Madrid based consultancy & agency specialised in sustainability.

    I firmly believe we can change mindsets with good design and communication. And we must do it.

  • Living in different places, learning about different cultures, making friends from other countries, older and younger than me and with different perspectives is something that I enjoy the most.

    And of course, is something that I try to bring to my workplace.

    I really like to work with different kind of peers, develop my skills in projects all around the world and understand other ways of doing.

  • Even though I love to live nearby the seashore I was born in the deep of Castilla, far away from the Ocean.

    I’m sure those landscapes, the weather and the region itself have shaped my way of think, work and behave.

    Every now and then I need to go back to those latitudes, to re-connect with the land, see my family and friends and take care of some places that were important in my childhood.

    One of the things that I love the most is to restore old machinery of my ancestors family farm. Work with my hands and give them a longer life.