UI/UX · Brand · GrowthMedellín, Colombia

( Félix Patete )

Branding is the job.
Everything else is just the medium.

Explore the story

A quick look / All disciplines

Different projects.
One throughline.

A glance at every project. Select an image to open the complete work.

The point of view

A logo. A storefront.
An email.
The same brand speaking.

Branding is the throughline in everything I make — a logo, a website, a social campaign, an email flow, it all has to sound like the same brand said it. 13 years in design, 7 of them architecting e-commerce UX on Adobe Commerce, Shopify, BigCommerce, and Shopware. Currently at Crimson Agility, remote from Medellín, Colombia — EST/CST-aligned, no visa or sponsorship required.

01 / Give it a voice

It starts
with identity.

A brand has to feel like itself wherever it appears. For El Paraíso, that meant taking an identity from the logo to packaging and retail interiors.

02 / Make it work

Then it meets
real people.

Identity becomes an experience. For TK Elevator, I designed a two-click part-lookup flow for maintenance technicians, across category navigation and product detail pages.

03 / Keep it consistent

And stays
recognizable.

A brand’s voice carries into the inbox, too. For Feat Clothing, I built a modular email system to support weekly drops without wearing down the brand’s aesthetic.

That’s the throughline.

Different mediums.
The same attention.

Clients
About
13 years in design
UI/UX · brand · email
7 years owning
e-commerce UX
4 platforms:
AC · Shopify · BC · SW
2 languages:
Spanish · English

From graphic design
in Venezuela to owning
e-commerce UX
for US brands.

I started as a graphic designer in Maracaibo in 2014 — branding, packaging, retail spaces — then moved into email design, and eventually into full UI/UX ownership for e-commerce. Today I design storefronts and design systems for US-based brands on Adobe Commerce, Shopify, BigCommerce, and Shopware at Crimson Agility, while running Alinea, my own branding & web studio, on the side.

I take on the projects where the interface has to carry a brand's voice, not just its function — a checkout that still feels like the brand, a spec-heavy B2B catalog a technician can actually navigate. Based in Medellín, Colombia, working EST/CST hours, no visa or sponsorship required for US-based teams.

Félix Patete
Say Hello

Open to full-time
& remote roles.

Mid to senior level — UI/UX, Branding & Growth Marketing.
Medellín, Colombia. EST/CST-aligned. No visa or sponsorship required.

patetefelix@gmail.com