Creative Director Brand Strategist Cultural Researcher
Xaime Betancur
Based in Medellín Available worldwide
Brand identity and packaging direction for premium consumer brands scaling into new markets. I help founders and marketing teams in food, beverage, wellness, and cosmetics build brand systems that hold up on shelf, on screen, and in front of investors.
Brands don't need more noise. They need memory. I design for the second one.
Every project I take on is rooted in culture, not trend — built to outlast the feed it was born in. I work with founders and teams who want a brand that means something, not just one that looks good for a quarter.
How I direct the work
A process built for clarity, not chaos
I don't just execute design — I direct it: from the first strategic conversation to a system built to run without me in the room.
01
Diagnose
I identify the real problem, not just the brief — business context, audience, competitive position, and exactly where the brand is losing ground.
02
Direct
I research, concept, and direct every decision — sharing the strategic rationale at each stage, so nothing at delivery is a surprise.
03
Deliver
A complete system — files, guidelines, and the reasoning behind every decision — built to scale without me in the room.
Beyond design execution
Need strategy, not just a designer?
I also work as a strategic advisor — brand audits, working sessions, and workshops for founders and teams who need clarity before they commit to a full project.
Best suited for funded founders preparing for a raise or a launch, brands outgrowing a founder-built identity, and organizations entering new markets who need outside creative leadership — not a stock template.
“Xaime helped us move beyond isolated design decisions and establish a clear, cohesive direction for Forevervital. His strategic perspective brought consistency to our brand, packaging, and communication.”
Hanneka SabbaghFounder & CEO, ForevervitalMiami, United States
“The consultation gave us the clarity we needed before committing to a complete rebrand. Xaime combined strategic thinking with a sophisticated understanding of design, helping us make confident decisions.”
Oliver BennettCo-founder, Aster & FieldLondon, United Kingdom
Not ready for a call yet?Download “The Brand Scrutiny Checklist” — 12 questions investors and buyers ask about your brand before they ask about your product.
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Ready to build something that could not have been made for anyone else?
Designer · Strategist · Educator
ABOUT
Based inMedellín, Colombia
EducationMPS — SVA New York
AffiliationsAIGA · Cooper Hewitt
LanguagesES · EN · FR · IT
Medellín6.2442° N
Good design is memory made visible.
My focus today is brand identity and packaging for consumer brands entering new markets, drawing on 16 years across Colombia, the Dominican Republic, the US, and Qatar.
Affiliations & memberships
AIGACooper Hewitt SmithsonianSVA New YorkUPB Medellín
For founders and teams who need a senior creative partner, not another vendor. Engagements are focused, direct, and built around your specific challenge.
Consulting is guidance, not a finished deliverable — audits, direction, and advisory work. Need a finished piece instead — a logo, a packaging system, an illustration? See Services →
How it works
01
Diagnose
I understand the business problem and exactly where the brand is failing — before recommending anything.
02
Align
A structured session or audit that gets founders, teams, and stakeholders aligned on direction — no ambiguity, no committee-by-consensus.
03
Handoff
A written, prioritized report or brief your team — or your next studio — can act on immediately. No vague slide decks.
Who this is for
Funded founders
Preparing for a raise or a launch
The brand needs to hold up under investor and press scrutiny before it's built out in full.
Scaling brands
Outgrowing a founder-built identity
What worked at zero-to-one no longer holds together across a growing team and more touchpoints.
International expansion
Entering new markets
The brand needs strategic review for cultural fit and retail impact abroad — not just translation.
“Xaime helped us move beyond isolated design decisions and establish a clear, cohesive direction for Forevervital. His strategic perspective brought consistency to our brand, packaging, and communication while keeping the experience approachable and relevant to our audience.”
Hanneka SabbaghFounder & CEO, ForevervitalMiami, United States
“Xaime quickly identified the gap between our business strategy and the way our brand was communicating. His recommendations gave our team a practical roadmap for refining our positioning, visual identity, and customer experience.”
Rebecca MorganMarketing Director, Northline HealthBoston, United States
“The consultation gave us the clarity we needed before committing to a complete rebrand. Xaime combined strategic thinking with a sophisticated understanding of design, helping us make confident decisions without losing what made our company distinctive.”
Oliver BennettCo-founder, Aster & FieldLondon, United Kingdom
“Xaime brought structure to a complex project involving multiple teams and audiences. He listened carefully, challenged our assumptions, and translated our discussions into a focused creative direction that everyone could understand and support.”
Sophie van der MeerProgramme Director, Forma CulturalAmsterdam, Netherlands
Not sure which engagement is right? Let's talk.
A 20-minute call is enough to understand your situation and point you in the right direction — no commitment required.
