Brand designer who builds systems, not just aesthetics
I'm Lina Salamanca — a Brand Designer and Art Director based in Barcelona, specialising in visual identity and design systems for tech companies, research institutions, and future-focused organisations.
My work sits at the intersection of brand strategy and product thinking. I believe a great brand is not a logo — it's a system that enables teams to move fast without breaking the visual language.
With experience leading brand at Abacum (B2B SaaS, fintech) and the Institute for Advanced Architecture of Catalonia, I have worked in fast-moving environments where brand decisions need to be grounded in research, aligned to business goals, and built to scale.
Feel free to contact for commissions, collaborations or to simply say hello!
WHAT I DO
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Brand identity & strategy
Visual identity systems from strategy to execution — positioning, personality, logo, color, typography, and brand guidelines. I work collaboratively with leadership to ensure the brand reflects the company's real ambition.
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Design systems
Figma-based component libraries and design token architectures that connect brand to product. I build systems teams actually use — with documented components, naming conventions, and onboarding resources.
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Art direction & UX/UI
Web design, landing pages, and product UI art direction. I bridge the gap between brand and product — ensuring the user experience feels as intentional as the brand identity.
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Creative strategy
Competitor analysis, audience research, brand workshops, and positioning frameworks. I help teams make brand decisions that are grounded in insight, not just taste.
SKILLS & TOOLS
I have worked in cross-functional teams alongside product managers, developers, and marketing leads. I'm comfortable in fast-paced environments where decisions move quickly and design needs to serve both brand and product goals.
I approach every project with a research-first mindset — I want to understand the audience, the competitive landscape, and the business goals before committing to a visual direction.
I’m currently expanding my practice into AI tools and frameworks applied to design, focusing on how they can enable more scalable, adaptive, and system-driven brand experiences.
