Graduated as Graphic Designer in the Architecture Design and Urbanism University of Buenos Aires (FADU-UBA). He was also a teacher at this institution. He shown his work in collective and individual expositions on many occasions, and many of his works were published in different publications. He gave conferences in different chairs from Design, Typography and Packaging. In 2004 he plublished QueBranding!, his first book about big brands in unpleasant situation. During 1993-1998 he became a member of the department of Packaging Design of Arcor Group, where he designed consumer packaging for different markets. Arcor is a world leader in confectionery and exports to 45 countries around the world. During 1998-2003, he worked at Interbrand Avalos & Bourse, being Design Director from 2000 to 2003. During October/November of 1999 he worked at Interbrand Newell and Sorrell of London, in the departments of Packaging and Communications. During 2003-2005, he was a Consumer Branding Director of FutureBrand Argentina. Now he is the founder and Brand Creation Director of SURE BRANDESIGN (www.surebrandesign.com), with expertise in Brand Strategy, Brand Name, Brand Arquitecture, Brand Packaging and Brand Type.