Creative Portfolio — 2025
XAIME
BETANCUR
Graphic Designer + Brand Strategist
Xaime Betancur
Graphic Designer
Brand Strategist
Cultural Researcher
Xaime Betancur
Based in Medellín
Available worldwide

Design with purpose and memory. Brand identity, packaging, illustration and strategy — built from Latin American culture, delivered to the world.

Design is not
decoration.It's decision.
16+Years
3Markets
MPSSVA NY
Brand IdentityPackaging DesignEditorial IllustrationBrand StrategyCultural ResearchArt DirectionMedellín · ColombiaBrand IdentityPackaging DesignEditorial IllustrationBrand StrategyCultural ResearchArt DirectionMedellín · Colombia
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Selected Work

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Design philosophy
Brands don't need more noise.
They need memory.
I design for the second one.

Every project I take on is rooted in culture, not trend — built to outlast the feed it was born in. I work with founders and teams who want a brand that means something, not just one that looks good for a quarter.

How we work

A process built
for clarity, not chaos

01

Discover

I start with a focused conversation — your business, audience, and what's not working yet. No templates, no guesswork.

02

Design

I research, concept, and build — sharing direction early so there are no surprises at delivery. You see thinking, not just visuals.

03

Deliver

A complete, organized system — files, guidelines, and rationale — ready to scale without me in the room.

Beyond design execution

Need strategy,
not just a designer?

I also work as a strategic advisor — brand audits, working sessions, and workshops for founders and teams who need clarity before they commit to a full project.

Let's find the right
way to work together.

Explore all consulting formats — or schedule a free 20-minute call to talk through your specific challenge.

All Projects

WORK

DisciplineBrand · Pack · Illus · Album · Exh
Experience16+ Years
MarketsCO · CA · DO · US · QA
StatusAvailable
nubosidad
NV
01
Packaging Design
Nubosidad Variable
Coffee Brand · 2024
hupp
HP
03
Packaging
HüPP
Dominican Republic · 2023
tropico
TE
04
Illustration · Product
Trópico Eterno
Scarf Collection · 2024
Rico Superfood
RS
06
Brand Identity · Packaging
Rico Superfood
Qatar · 2024
forevervital
FV
07
Brand Identity
Forevervital
Health & Wellness · 2025
Pasión por el Fuego
PF
08
Packaging Design
Pasión por el Fuego
Hot Sauce · Dominican Rep. · 2024
La Concordia
LC
13
Packaging Design
La Concordia
Origin Coffee · Colombia · 2019
Omugi
OM
14
Packaging Design
Omugi
Tea Brand · United States · 2021
Neonu
NE
15
Packaging Design
Neonu
Yacón Syrup · United States · 2022
Just Pressed
JP
16
Packaging Design
Just Pressed
Organic Juice · Canada · 2023
Belle Girl
BG
17
Brand Identity · Packaging
Belle Girl
Skincare · New York · 2023
Biofert
BF
18
Brand Identity · Packaging
Biofert
Urban Gardening · United States · 2022
HAUTE
HA
19
Brand Identity · Packaging
HAUTE
Ultra-Premium Caviar · United States · 2023
Holmes Cay
HC
21
Packaging Design
Holmes Cay
Single Cask Rum · United States · 2023
La Casa de Bernarda Alba
BA
09
Editorial Illustration
La Casa de Bernarda Alba
F. García Lorca · 2024
La Casa de Bernarda Alba — Edición de Lujo
UG
23
Editorial Design
La Casa de Bernarda Alba — Edición de Lujo
Universidad de Granada · 2024
One Hundred Years of Solitude
OH
20
Editorial Design
One Hundred Years of Solitude
G. García Márquez · 2022
Kibo
KI
22
Editorial Design
Kibo
D. Araújo Vélez · Arango Editores · 2018
Robert Capa: War Memories
RC
25
Editorial Design
Robert Capa: War Memories
Robert Capa Contemporary Photography Center · Budapest · 2022
El Club de los Perdedores
CP
24
Editorial Design
El Club de los Perdedores
Lorena Amkie · Amiba Editorial · 2026
Forevervital — Packaging System
FP
10
Packaging Design
Forevervital — Packaging System
Health & Wellness · 2025
Raíces
RA
11
Album Design
Raíces
Lucía Herrera · 2025
Desierto
DE
12
Album Design
Desierto
Juan Palma · 2025
Archive by discipline
Brand Identity
Rico Superfood 2024
Forevervital 2025
Packaging
Nubosidad Variable 2024
Pasión por el Fuego 2024
HüPP 2023
Forevervital — Packaging System 2025
La Concordia 2019
Omugi 2021
Neonu 2022
Just Pressed 2023
Belle Girl 2023
Biofert 2022
HAUTE 2023
Holmes Cay 2023
Illustration
La Casa de Bernarda Alba 2024
Trópico Eterno 2024
Editorial
Kibo 2018
El Club de los Perdedores 2026
La Casa de Bernarda Alba — Edición de Lujo 2024
Robert Capa: War Memories 2022
Project Name 2023
One Hundred Years of Solitude 2022
Project Name 2021
Album Design
Raíces 2025
Desierto 2025
Exhibition Design
Project visual
Brand Identity

Project Name

Project tagline.

Client
Year
Scope
Market
Summary

Case Study
What I do

SERVICES

Sixteen years of brand experience,
poured into every project I take on.
Starts with research, ends with precision.

Services are finished deliverables — a logo, a packaging system, an illustration. Need guidance instead of a deliverable? See Consulting →

Ready to build something that could not have been made for anyone else?

Designer · Strategist · Educator

ABOUT

Based inMedellín, Colombia
EducationMPS — SVA New York
AffiliationsAIGA · Cooper Hewitt
LanguagesES · EN
Xaime Betancur
Medellín6.2442° N

 

Good design
is memory
made visible.
Affiliations & memberships
AIGACooper Hewitt SmithsonianSVA New YorkUPB Medellín
Education & Formation
2012–14
School of Visual Arts — New York
MPS in Branding
2002–08
Universidad Pontificia Bolivariana — Medellín
Bachelor in Graphic Design
2009—
Universidad Pontificia Bolivariana
Adjunct Faculty — Architecture, Design & Engineering
Download curriculum vitae
Strategic advisory & creative consulting

CONSULTING

For founders, studios, and teams who need a strategic creative partner — not a vendor. Engagements are focused, direct, and built around your specific challenge.

Consulting is guidance, not a finished deliverable — audits, direction, and advisory work. Need a finished piece instead — a logo, a packaging system, an illustration? See Services →

Brand Audit
Is your brand working? A full diagnostic of your visual and verbal identity.

Review of logo, typography, color, messaging, and brand consistency across touchpoints.

Remote
1–2 weeks
Brand Strategy Session
A focused working session to define positioning, audience, and brand direction.

3-hour structured session to align your team on brand fundamentals.

Remote / Medellín
3 hours
Creative Direction
External creative director for campaigns, launches, and visual projects.

I join your team as creative lead for a defined period.

Remote
Monthly retainer
Packaging Consulting
Strategic review of your packaging system before production.

Structural review, print specs, and shelf-impact analysis.

Remote
3–5 days
Design Mentoring
1:1 mentoring for designers and design students building a professional practice.

Portfolio review, career strategy, and creative development.

Remote
Hourly / Package
Brand Workshop
Half-day or full-day brand workshop for founding teams and organizations.

Collaborative session to build brand foundations from the ground up.

Remote / In-person
Half–Full day
What clients say

“Xaime helped us move beyond isolated design decisions and establish a clear, cohesive direction for Forevervital. His strategic perspective brought consistency to our brand, packaging, and communication while keeping the experience approachable and relevant to our audience.”

Hanneka Sabbagh Founder & CEO, Forevervital Miami, United States

“Xaime quickly identified the gap between our business strategy and the way our brand was communicating. His recommendations gave our team a practical roadmap for refining our positioning, visual identity, and customer experience.”

Rebecca Morgan Marketing Director, Northline Health Boston, United States

“The consultation gave us the clarity we needed before committing to a complete rebrand. Xaime combined strategic thinking with a sophisticated understanding of design, helping us make confident decisions without losing what made our company distinctive.”

Oliver Bennett Co-founder, Aster & Field London, United Kingdom

“Xaime brought structure to a complex project involving multiple teams and audiences. He listened carefully, challenged our assumptions, and translated our discussions into a focused creative direction that everyone could understand and support.”

Sophie van der Meer Programme Director, Forma Cultural Amsterdam, Netherlands
Not sure which
engagement is right?
Let's talk.

A 20-minute call is enough to understand your situation and point you in the right direction — no commitment required.

Let's work together

CONTACT

Let's build
something
worth
remembering.
Response timeWithin 48 hours

Not sure yet what you need? A 20-minute call is enough to figure it out together — no commitment. Pick any open slot on my calendar.

Book a 20-minute call →

Opens Google Calendar in a new tab — pick a time and you'll get a confirmation with the video call link.

01

Service

Format
Duration
LanguageEN / ES
How it works
Who this is for
What you get
Frequently asked

A 20-minute call is enough to understand your situation — no commitment required.

01

Service

What's included
    Let's build
    something worth
    remembering.

    Every project is a conversation. Tell me about yours — I'll respond within 48 hours.

    Language · Idioma

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