Strategic & analytical
Decides with data, audits and information architecture. Designs to solve a business problem.
- Is
- Rigorous, measurable, clear about the why.
- Isn't
- Cold, academic, full of jargon.
Case study · Brand identityBurruel Studio · 2026
Process before pixels.
The identity behind Burruel Studio: what the studio believes, how it speaks and how it looks. Built the way I build for clients: decisions first, surface second.
- 01Essence
- 02Positioning
- 03Personality
- 04Voice
- 05Visual references
- 06Logo & color
- 07Type & layout
- 08Applications
Overview
Designing my own studio the way I design for clients
A studio that sells process can't have a brand built on taste alone. So I started with the decisions: what Burruel Studio believes, who it is for and how it should sound. Only then did I define the visual system. The result is an identity manual that guides the website, social media, proposals and the design system that comes next.
- Client
- Burruel StudioMy own UX & strategy studio · Guadalajara
- Role
- Brand strategy & identityPositioning, voice and visual system
- Deliverables
- Identity manualVoice guide · palette · type · applications
- Year
- 2026Version 0.1, evolving with the studio
- Influences
- Rothko · Brutalism · Bauhaus · HaikuEach one became a rule, not a mood board
Essence
What the studio believes
Everything else follows from here.
The problem is rarely the technology. It's what was decided, or not, before building it.
Purpose
Turn the operational complexity of a business into digital products people understand and use.
Portals, apps, internal platforms and websites that sell. The deliverable is the screen; the work is the decision behind it.
Essence
The precision of method, the sensitivity of art.
Data, heuristics and process maps live next to color, grid and silence. Neither side is sacrificed for the other.
Each decision made
before the first screen is drawn:
that is the design.
Burruel Studio has a studio's name and a person's face. Juan signs, Juan speaks, Juan replies. Clients know who they work with from the first email to the final handoff.
Positioning
Where the studio stands, and for whom
For companies about to invest in a digital product that can't afford to build the wrong thing, Burruel Studio is the UX and strategy studio that maps the process before designing the screen. An agency delivers interfaces. I deliver decisions: what to build, for whom, and how to know it worked.
Value proposition
Diagnosis
Processes before screens
Service blueprints, process maps, heuristic audits and benchmarks. The operation is understood before a button is drawn.
Evidence
Design you can measure
Proposals are tested with real users and presented with their impact on time, money or risk.
One person in charge
A human up front
Seven years of experience and one accountable person. No account layers between whoever decides and whoever designs.
Who it's for
- 01
Companies in digital transformation
Processes on paper, spreadsheets or ERPs that nobody fully understands.
- 02
Software agencies & IT consultancies
Clear UX and process before development, so sprints aren't redone.
- 03
Scaling startups & founders
Product structure before design debt turns into technical debt.
- 04
Companies that need a website that sells
Today their site is a brochure. They need a salesperson.
The proof: one method, every case
SITEUR · Mobility app92.3%
task completion in usability tests after auditing my own 2019 design.
Read the case → Megalumens · Website & store7 / 9participants identified what the brand sells within five seconds.
Read the case → Warranty platform · MVP−49%time to register a warranty between test rounds (small sample).
Read the case →Personality
If the studio walked into a meeting
It listens first, draws the process on the whiteboard and closes with a line everyone repeats afterwards.
Bold & experimental
Breaks the corporate cliché with contrast, full color and methods tested from scratch.
- Is
- Assertive, opinionated, confident.
- Isn't
- Loud, whimsical, trend-driven.
Human & close
Designs for the service technician and for the lighting buyer. Speaks like a person.
- Is
- Empathetic, accessible, present.
- Isn't
- Overly casual, people-pleasing.
Minimal & functional
Every element has a job. Empty space works too.
- Is
- Precise, ordered, essential.
- Isn't
- Empty, generic, boring.
Where the brand sits
The useful tension sits between the first two axes: a lot of rigor, said up close. If a piece feels cold, add the human. If it feels light, add evidence.
Voice & tone
Juan talking to a director, not a brand talking to a market
Main tagline · EN / ESProcess before pixels.Primero el proceso. Después la pantalla.
- I design what gets decided before building.For LinkedIn and proposals. First person, about method.
- Less noise, better product.Short pieces and social media.
- …for brands that want to transcend.Retired. "Transcend" can't be measured and sounds like any agency.
Four principles
Direct
No detours
The problem and its impact first. Never "in today's fast-paced world".
Concrete
Money, time, risk
Aesthetics matter because they sell or build trust, not on their own.
Brief
One idea per sentence
Close with a short line people can repeat in the meeting.
Present
Juan is in it
"What I do", "in seven years I've seen it". Experience in first person.
Tone by channel
| Channel | Tone | Language | Sounds like |
|---|---|---|---|
| Website | Confident, with evidence | English | "I map the process before I design the screen." |
| Analytical, reflective, first person | Spanish | "Your research didn't fail. The meeting where you presented it did." | |
| Direct, didactic, with a punchline | Spanish (Mexico) | "There are two kinds of company websites: brochures and salespeople." | |
| Proposal | Precise, sober, decision-oriented | The client's | "Before quoting screens, I propose two weeks to map the process." |
| Email & DM | Close, brief, resolving | The client's | "Thanks for writing. How about 30 minutes on Thursday to understand the problem?" |
Vocabulary
We use
- process
- decision
- source of truth
- flow
- adoption
- kickoff
- handoff
- margin
- legacy
- validate
- traceable
We avoid
- empower
- unlock
- elevate
- end-to-end solutions
- synergy
- game changer
- next level
- transcend
- "it's not just X, it's Y"
Visual references
Four influences, four rules
Inspiration only gets in if it becomes a decision that can be repeated.
Rothko → color fields
Color is used in flat blocks, never as decorative gradients. One field dominates; the rest accompany it.
Brutalism → exposed structure
Grid lines, rules and labels stay visible. Raw materials like concrete and stone hold the image.
Bauhaus → form follows function
A 12-column grid, sharp hierarchy and simple geometry. Nothing goes somewhere "because it looks good".
Haiku → silence and economy
Three protagonists per piece at most. Empty space is part of the message.
Illustrations are abstract studies drawn for this page, not reproductions of any artwork.
Logo & color
A precise cut on a round shape
- Signature
- The straight notch in the B: a precise cut on a round shape. The whole system in one letter.
- Clear space
- Twice the height of the notch on every side.
- Minimum size
- 120 px wide on screen, 25 mm in print.
- Spark
- The four-point star marks the moment of clarity. Two per piece at most, in traffic cone or lime.
Palette
- Aa
Shreak skin
#D3FF33 · RGB 211 255 51Signature. Buttons, navigation, one leading field.
- Aa
Goth
#191919 · RGB 25 25 25Main background and text on light.
- Aa
Internet blue
#3939F5 · RGB 57 57 245Strong field: emphasis sections, covers, charts.
- Aa
Bratz purple
#D6BAFA · RGB 214 186 250Soft background for cards, tags and testimonials.
- Aa
Carebare fuzz
#BAE5EC · RGB 186 229 236Soft background for data and process blocks.
- Aa
Traffic cone
#FF5B23 · RGB 255 91 35Sparks and alerts. Never a large background.
Goth 5513101054
Typical proportion in one piece.
Text pairs that pass WCAG
- AaShreak on goth
15.2:1 · AAA - AaGoth on fuzz
13.0:1 · AAA - AaGoth on bratz
10.3:1 · AAA - AaWhite on blue
6.8:1 · AA - AaShreak on blue
5.9:1 · AA - AaCone on goth
5.7:1 · AA
Rule
The client's color is the field. The frame is Burruel. Every case study takes the client's color in its hero (purple for Dr. Spicy, blue for SITEUR, green for Megalumens). The lime, the type and the grid never change.
Never
Light on light, or blue on goth. Shreak, bratz and fuzz on each other or on white fall below 1.5:1; internet blue on goth is 2.6:1. One of them becomes the background and the text goes goth or white.
Type & layout
A heavy grotesque, an italic serif and a lot of air
Processes before screens.
Selected works, client feedback.
The warranty process ran on paper tickets and each operator's judgment. The first step wasn't designing an app; it was drawing who touches each warranty, and when.
Overview · 01 Context & challenge · Role · Tools · Year
- Display XL · 96Clarity
- H1 · 56Service blueprint
- H2 · 36Context & challenge
- H3 · 24What we learned
- Body · 17One idea per sentence. A short close.
Ratio 1.5 on a base of 16. Negative tracking on headlines; positive tracking on uppercase labels.
Grid & space
Base 8. Every space is a multiple of 8: 8, 16, 24, 40, 64, 104. Silence: at least 40% free space in brand pieces. If a cover, slide or post needs more than three elements to be understood, it becomes two.
Imagery
Object on material
The digital product on its device, resting on stone or concrete, in natural light.
The client's color field
A flat background in the client's color with the product at the center. The spark may join, never crowd.
Visible process
Real photos of the work: sketches, whiteboards, sticky notes, the printed blueprint. No stock handshakes.
Applications
The system, put to work
Three sketches that show the pieces together. Not final artwork.
Process before pixels.
Then the screen.
UX · Strategy · Product
Guadalajara, Mexico
burruelstudio.com
Procesos antes que pantallas
Tu software no falló en producción. Falló en la junta de kickoff.
Burruel StudioProposal · [client] · 2026
Process diagnosis and service portal MVP
Burruel Studiov1.0
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