Let’s build your brand
I’m Gerson, a multidisciplinary brand designer shaping identities, websites, and experiences that bring a brand’s personality into focus.
Brand Designer based in New York
For 12 years, I’ve helped businesses define and evolve their brands—from the first idea to the final detail. My work spans strategy, visual identity, and implementation, with experience leading designers and bringing teams together around a clear creative direction.
Brand Identities
Mock & Proper
A refined, rebellious take on low- and no-alcohol drinking, brought to life through packaging, campaigns, web, and email.
Connection
An event experience built around the idea of coming together—uniting communications, environments, and diverse portfolios under one cohesive identity.
Pride
An inclusive identity system designed to create visibility, belonging, and consistency across events, digital platforms, and internal communications.
ION<athon>
A global event system designed to connect employees through innovation—creating a recognizable and adaptable experience across communications, programming, and regional editions.
What I do
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I create and evolve visual identities that express a brand’s personality and make it recognizable.
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I build flexible guidelines, templates, and tools that keep brands consistent as they grow.
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I shape messaging and organize content to make a brand’s story clear, relevant, and easy to navigate.
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I translate brand identities into intuitive websites and cohesive experiences, with clear content, purposeful layouts, and thoughtful interactions.
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I establish the creative vision and guide designers, collaborators, and stakeholders toward a cohesive result.
Editorial, Illustration & Experiences
Cerved Sustainability Report
Led the creation of Cerved’s annual sustainability report, combining editorial strategy, international collaboration, and systems thinking to make complex information clear, accessible, and scalable across future reporting initiatives.
Fiona
A character created to humanize ION’s internal communications, using geometric forms inspired by the brand’s nucleus icon to establish a recognizable and inclusive ambassador for company culture.
Poster Series
A poster series created for a therapy practice, using color and simple geometry to translate mental-health principles into approachable visual moments throughout the space.
Separados
A poster and event identity for the short film Separados, using a restrained visual language to frame a deeply human story about separation, borders, and displacement.
Beyond the work
As a designer, strategist, and lifelong creative based in New York, my perspective is shaped by art, culture, curiosity, and a belief that thoughtful design can make people feel seen, welcomed, and connected.
Let’s work together
Building something new or taking your brand in a new direction? Let’s talk.