Brand identities go beyond mere visuals. They represent subtle impressions that linger long after an interaction. But how do you create something that truly resonates with people?
For Irene Arteaga, this question has been central to her career—a quiet, ongoing exploration into design, emotion, and connection. Her work isn’t just about shaping brands; it’s about creating experiences that feel intentional, yet effortless. It’s about telling stories that invite people to truly engage and reflect.
A Designer’s Path
Irene’s career didn’t start in the heart of a bustling metropolis. It began in Costa Rica, where she studied advertising design. This foundation was where she learned the subtle art of storytelling—of understanding human emotion and what resonates with people. After moving to Buenos Aires, she continued to refine her craft, focusing on art direction and learning how design could communicate on a deeper level.
However, it wasn’t until she ventured into the world of brand design that Irene truly found her calling. While advertising had its merits, branding allowed her to do something far more meaningful—she was no longer just creating visuals; she was helping to shape identities, allowing brands to connect with their audiences in lasting, meaningful ways.
Irene’s Independent Venture
In 2018, Irene took a leap—stepping away from the structured world of agencies to build something of her own. It wasn’t just about independence; it was about creating a practice that allowed for deeper exploration. This shift gave her the freedom to work with brands that aligned with her philosophy: that design should feel personal, thoughtful, and immersive.
During her years running her own practice, Irene worked with clients across a diverse range of industries, including other areas of design, food and beverage, hospitality, wellness, and sustainability. As a person with a deep sense of curiosity, she saw each project as an opportunity to dive into something new, to absorb knowledge that she might not have encountered otherwise. Part of her process is to uncover what makes each brand unique, and to translate that essence into design. Research and thoughtful communication were at the core of her approach—she believes that asking the right questions shapes the entire creative process. For her, design is never a one-sided act of creation but an ongoing dialogue. It was about listening closely to your client, understanding a brand’s essence, and translating it into something both visually compelling and deeply meaningful. She gravitated toward projects where collaboration felt natural, where ideas flowed freely, and where the process was as fulfilling as the final outcome.
During this time, she also gained a clearer understanding of her voice as a designer and where she wanted to focus her energy. Nature has always been one of her greatest inspirations; its organic forms, timeless beauty, and quiet sense of order inform much of her work. Alongside this, vintage objects, museums, and old books serve as endless sources of inspiration.
Making Her Mark in New York
Irene came to New York with a vision—to contribute something meaningful, not just blend in.
While at Savvy Studio, working alongside Rafael Prieto, her design philosophy continued to evolve. Every project felt like part of an ongoing journey—an exploration into history, culture, and contemporary movements. The deeper she immersed herself in the context behind each project, the more her work began to transcend mere aesthetics.
One example of this was her collaboration with &Tradition. Irene didn’t just design two books for the Danish company; she created a visual narrative that honored the company’s craftsmanship while exploring how it could resonate with modern audiences. It was an exploration of design’s ability to connect the past to the present and even the future.
This process of discovery and reflection has continued throughout her New York projects, from Proper Hospitality to the celebrated restaurants Al Coro, Mel’s, Holiday Bar, and The Lambs Club. With each new collaboration, Irene seeks to create identities that transcend trends, rooted in history and culture, and infused with a timeless relevance.
Innovative Approaches in Modern Design
Personal projects have always played an integral role in Irene’s creative process. Over the last decade, she has explored photography—an outlet for both personal reflection and artistic experimentation. From cyanotype printing to collage, these creative practices aren’t just separate from her professional work—they inform it. They provide space for the kind of exploration that deepens her design practice and keeps her approach fresh and evolving.
One notable project that highlights Irene’s impact is La Tina, a book celebrating Latin American women designers, in which she was featured. This recognition aligns with her belief in design’s power to bridge cultures, amplify underrepresented voices, and create narratives that connect across experiences and identities.
Where Art Meets Design
While Irene’s commercial work speaks for itself, it is her personal projects that truly illuminate her versatility. Her photography, which she has practiced daily for over a decade, serves as a foundation for her design work. It’s not just about capturing an image; it’s about telling a story—a story that brings depth and emotion to her visual designs.
For Irene, the lines between her commercial and personal work are fluid. Her art keeps her grounded, sparking new ways of seeing and thinking. It’s not an escape from her work—it’s an integral part of her process, a way of continuously pushing herself to evolve as both a designer and an artist.
Work: Pushing Boundaries
Irene continues to challenge the boundaries of design. Her focus remains on blending design with art, culture, and nature to create something that’s not only visually compelling but socially impactful.
As she moves forward, she plans to integrate her photography more deeply into her design practice, expanding the possibilities of brand storytelling and continuing to push the envelope in her work.
Conclusion
As Irene’s journey continues, her approach remains centered on creating experiences that go beyond the visual. She seeks to craft identities that evoke emotion, spark conversation, and foster deeper engagement. For her, branding is not a static message—it’s a dynamic conversation between design, culture, and the people it touches.
Looking ahead, Irene’s work will continue to push the boundaries of design, integrating her love for photography, art, and cultural narratives into every project. In a world where many brand identities feel fleeting, Irene’s approach stands apart—thoughtful, layered, and transformative in ways that resonate long after the design is experienced.
