UI/UX · Brand · GrowthMedellín, Colombia

Félix Patete.

I build brands that feel like themselves.
On the shelf, on screen, and in the inbox.

A few projects to start.
There’s more to the story below.

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.

How I can help

Thoughtful design.
At every stage.

From finding the direction to refining what ships. Here’s how my work connects across a brand, a product, and the people building it.

Direction & strategy

El Paraíso brand identity / From the portfolio

Find the right problem to solve.

Before the visual work, I help turn business goals and audience needs into a clear design direction. We look at what exists, where people get stuck, and what the experience needs to communicate.

Brand and experience audits
Audience, goals, and priorities
Creative direction and visual references

Brand identity

El Paraíso brand identity / From the portfolio

Give the idea a recognizable voice.

Translate that direction into an identity that holds together across a logo, a package, a storefront, and a campaign. The goal is a system your team can keep using as the brand grows.

Logo, typography, and color
Packaging and brand touchpoints
Guidelines and reusable assets

Websites & e-commerce

TK Elevator storefront / From the portfolio

Make the next step feel natural.

Connect the brand’s character with the way people browse, compare, and buy. I design the paths and the details together, from navigation and product discovery to responsive pages and checkout.

Information architecture and user flows
Storefront and product page design
Responsive layouts and interaction states

Product ideas & prototypes

Make an idea tangible enough to discuss.

Bring a new feature or a better way of doing something into focus. Flows, wireframes, and clickable prototypes help a team compare directions and resolve questions before development begins.

Concept exploration and user journeys
Wireframes and interactive prototypes
Feature flows and edge cases

Campaigns & growth

Feat Clothing email creative / From the portfolio

Keep the brand recognizable as it moves.

Carry the same visual language into the moments that bring people back. Modular email and campaign assets give new launches and ongoing communications a consistent starting point.

Email campaigns and lifecycle flows
Reusable email design systems
Launch, social, and promotional creative

Systems & development support

Help the design survive the handoff.

Work alongside developers to translate the intended experience into something consistent. Clear components, states, responsive rules, and design reviews make it easier to resolve the small decisions that shape the finished product.

Component libraries and design systems
Specifications and responsive behavior
Developer collaboration and implementation review

That’s the throughline.

Different mediums.
The same attention.

Across the portfolio

Good company.

Agency collaborations and independent projects. Explore the work behind each mark.

About

Portrait of Félix Patete — Félix PateteDesigner / Medellín, Colombia

From Maracaibo.
Made for a wider world.

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.

A brand’s voice belongs in the details. Even the checkout.

13 years in design
UI/UX · brand · email

7 years owning
e-commerce UX

3 disciplines
UX · brand · growth

2 languages:
Spanish · English

On my desk