new home mortgage
SCOPE OF WORK
Creative Direction
Creative Direction
FOCUS
Brand Repositioning
New Home Mortgage is a residential & commerical mortgage company dedicated to making homeownership feel approachable and personal. The project reimagined the company's existing identity into a cohesive brand system that reflects its mission and creates a more trusted, recognizable presence across print, digital, and marketing applications.
While the company had built a trusted reputation, its visual identity no longer reflected its mission or level of service. The existing brand lacked distinction and consistency, creating an opportunity to reposition New Home Mortgage with a more meaningful and recognizable identity.
Develop a modern, cohesive brand identity that reflects New Home Mortgage's commitment to guiding clients through one of life's most important milestones.
Hasta La Muerte
SCOPE OF WORK
Creative Direction
Creative Direction
FOCUS
Independent Publishing
Hasta La Muerte explores how editorial design can serve as a form of cultural preservation. Built as an independent publication, the project brings together branding, typography, photography, and publication design into a living archive that documents contemporary Chicano/a/x, Latino, and Latine communities across the global diaspora. Every issue is designed to become a record of its time—capturing the people, ideas, and communities that deserve to be remembered.
While Chicano, Latino, and Latine communities continue to shape culture around the world, many of their stories are fragmented across social media and rarely preserved as part of a lasting historical record. The challenge was to create a publication dedicated to capturing this living history through thoughtful editorial storytelling.
Build a lasting editorial platform that documents contemporary Chicano/a/x, Latino, and Latine experiences, celebrates community voices, and creates an enduring archive through intentional design and storytelling.
Mundo2U | Sanchez HVAC Services
Discovery & Research
FOCUS
Marketing Strategy
An established HVAC company sought to reinforce its existing brand through a unified identity system. By refining the visual language and expanding it across customer touchpoints, the project strengthens brand recognition and provides a scalable foundation for future marketing and business growth.
Reinforce an established brand by improving consistency across digital, print, and customer facing touchpoints while preserving the trust the company had already earned.
Develop a cohesive brand system that strengthens recognition, supports future growth, and creates a consistent experience across every customer interaction.
Information
Creative Director
EN
I'm Carlos Ginez, or Los — a creative director specializing in visual identity, typography, and publication design, with work centered on collaborations with cultural organizations, artists, businesses, and community groups, creating design systems rooted in archival storytelling.
Community shaped how I work, but it isn't all of who I am. My job is to get inside a brand, a business, a person, and find the truest version of them, then put that in front of the audience that needs to see it. I don't believe in beating around the bush — a wrong thing made and fixed beats nothing made at all. What I enjoy most is the back-and-forth: getting close enough to a product, service, or person to see them the way they see themselves, then building something that proves it.