Xevi* Machado
xevimachado@gmail.com
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Brand identity and photography for people building something, run end to end by one person.

How it works

There is no account manager in between. I scope, quote, present, revise and sign off the work myself, so a project keeps the same intent from the first conversation to the files that go to the printer.

Most work starts with one of the disciplines below and ends up using several, because an identity usually needs photographs of its own.

Brand identity

Logotype, typography, colour and the rules that hold them together once the work leaves my hands.

Visual systems

Guidelines written so that someone who is not a designer can still apply them correctly.

Packaging design

Structure, label artwork and dieline preparation, taken through to files a printer can use.

Art direction

Deciding what gets photographed and how, so the pictures and the identity agree.

Logotype & typography

Drawing or modifying letterforms when an existing typeface will not carry the idea.

Editorial design

Menus, catalogues and printed matter. A grid and a hierarchy that hold across a hundred pages, not just one spread.

Portrait photography

Black and white, in the studio or on location. Without colour, what carries the picture is the light and the face.

Commercial photography

Interiors, food, product and events, shot in colour. A warm interior or a plate loses its character in black and white.

Frequently asked

What do I get at the end of the project?

Press-ready files and the guidelines that go with them, written so that someone who is not a designer can still apply them correctly. For an identity that means the logotype in the formats you will actually use, the typography and the colour, and the rules that hold them together once the work leaves my hands. If the project includes photography, you also get an organised library of the images, retouched and ready to publish.

Do you work remotely?

Yes. I work from Amsterdam and across Barcelona, and either way most of a project runs over email and calls. Being in the same city is pleasant, not necessary. What does not change is who you are talking to: there is no account manager in between, so the person who answers is the person doing the work.

What do you need from me to start?

Two or three lines are enough: what it is, who it is for, and when you need it. That is all I need to tell you whether I am the right fit and to put a number on it. Anything you already have helps, a name, a menu, photographs, a competitor you like or cannot stand, but none of it is required to have the first conversation.

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