Economists have interest rates, unemployment figures, inflation reports, and financial markets. The rest of us have far more peculiar theories. We look at nails. Hemlines. The way people dress. Fashion campaigns. The restaurants that suddenly become popular. The objects that seem to appear everywhere all at once.

We live in a time where almost everything is available all the time. Food, clothing, music, shows, inspiration, luxury, opinions, bodies, experiences. Never before have we had so much access — and yet desire has rarely felt this exhausted.

We believe we desire freely. That what we like comes from within us, like a kind of personal intuition—almost natural. We choose a city, an aesthetic, a way of life, and assume that choice belongs to us. But desire doesn’t appear out of nowhere. It is learned.

Ugly on purpose, sad on the feed, and spiritually glittery: welcome to the new aesthetic order.

Let’s face it. A new wave of aesthetic standards has taken over, and it’s not here to please your mom, your design professor, or even your inner minimalist.

Most brands that come to Capitol Circle don’t need a new logo.
They need clarity, coherence, and direction.

Yes, good design helps. But if what’s underneath is messy, disconnected, or half-baked, a rebrand will only give you prettier confusion.

My first job was as a correspondent for a magazine from La Prensa Gráfica. Looking back, it seems writing has always been there for me. I did it for two years, until the format evolved and I started working with one of the most famous cooks in my country. That project didn’t last long, but it showed me how much I loved cooking.