Crafting
Stories
Luis González
Brand Architect &
Visual Story Teller
My love for visual storytelling began at an early age in rural Mexico, when I first discovered muralism—a movement created to share stories with those who couldn’t read. These murals spoke of love, pride, and history, and they ignited my passion for illustration, design, and art.
That passion grew in college, where I studied marketing and advertising at Indiana University while working as a graphic designer for a market research company. Around the same time, I began freelancing, helping small businesses and brands grow through a data- and research-driven approach.
Today, I work with both small and large organizations to develop culturally sensitive brands rooted in purpose, creativity, and forward-thinking strategies.
2025 NCCEP/GEAR UP Annual Conference
Puerto Rican Bakery
During and after the COVID-19 pandemic, I took on a project to help jump-start small businesses by rebranding them to boost their online presence and drive sales.
One of these was Puerto Rican Bakery, a beloved coffee shop in South Bend, Indiana. I had the privilege of creating their brand identity, drawing inspiration from their island roots, deep passions, and powerful immigrant stories.
The final designs were created using a mix of tools, including Adobe Photoshop, Illustrator, and InDesign.
Additional Projects
Branding Enhancement Proposal
This proposal was created for the 2024 NCCEP/GEAR UP Conference in Washington, DC, and includes brief market research along with sample work.
My latest project was developing the brand identity for the 2025 NCCEP/GEAR UP Annual Conference in San Francisco, California, welcoming over 2,000 attendees from diverse backgrounds.
The design and color palette were carefully curated to inspire hope and resilience during challenging times.
The final designs were created using a mix of tools, including Adobe Photoshop, Illustrator, InDesign, After Effects, Canva, and CapCut, along with AI tools to help streamline the process.
Noble Schools DREAMer Supports
During my time at Noble Network I had the privilege to build a program to provide holistic support to Chicago's most vulnerable populations and their families.
Curating messages to a population of 12,000 students and their families required us to build several communication strategies that was sensitive to their geographical location, ethnic and cultural differences and their immigration status.
