Félix Patete Brand, UX and email designer

Open to full-time remote roles

Brands that feel like themselves.

On the shelf, on screen and in the inbox. I design all three, so the brand sounds the same in each one.

Email me See the work

Experience: 13 years in design
Specialty: 7 years of e-commerce UX
Currently: Designer at Crimson Agility
Based in: Medellín, on EST and CST hours

Work for brands like

A logo. A storefront. An email. The same brand speaking.

Branding is the throughline in everything I make. Here is how one brand travels through my hands, in three steps.

1Give it a voice

It starts with identity.

A brand has to feel like itself wherever it appears. For El Paraíso, that meant taking an identity from the logo to packaging and retail interiors.

2Make it work

Then it meets real people.

Identity becomes an experience. For TK Elevator, I designed a two-click part-lookup flow for maintenance technicians, across category navigation and product detail pages.

3Keep it consistent

And stays recognizable.

A brand’s voice carries into the inbox, too. For Feat Clothing, I built a modular email system to support weekly drops without wearing down the brand’s aesthetic.

Every project, in one place.

Portrait of Félix Patete — Félix PateteMedellín, Colombia

From Maracaibo. Made for a wider world.

I started as a graphic designer in Maracaibo in 2014, doing branding, packaging and retail spaces. Then I moved into email design, and eventually into full UI/UX ownership for e-commerce. Today I design storefronts and design systems for US-based brands at Crimson Agility, while running Alinea, my own branding and web studio, on the side.

I take on the projects where the interface has to carry a brand's voice, not just its function. A checkout that still feels like the brand. A spec-heavy B2B catalog a technician can actually navigate.

Visit Alinea Brands

2014Graphic design
Branding, packaging and retail spaces in Maracaibo, Venezuela.
NextEmail design
Campaigns and modular email systems for DTC brands.
ThenE-commerce UX
Full UI/UX ownership on Adobe Commerce, Shopify, BigCommerce and Shopware.
NowCrimson Agility and Alinea
Storefronts and design systems for US brands, plus my own studio.

13: years in design, across UX, brand and email
7: years owning e-commerce UX
50: projects in this portfolio
2: languages, Spanish and English

Where I fit on a team.

From finding the direction to refining what ships. Open a stage to see what I take on.

Direction and strategy

Find the right problem to solve.Before the visual work, I help turn business goals and audience needs into a clear design direction. We look at what exists, where people get stuck, and what the experience needs to communicate.

Brand and experience audits
Audience, goals, and priorities
Creative direction and visual references

Brand identity

Give the idea a recognizable voice.Translate that direction into an identity that holds together across a logo, a package, a storefront, and a campaign. The goal is a system your team can keep using as the brand grows.

Logo, typography, and color
Packaging and brand touchpoints
Guidelines and reusable assets

Websites and e-commerce

Make the next step feel natural.Connect the brand’s character with the way people browse, compare, and buy. I design the paths and the details together, from navigation and product discovery to responsive pages and checkout.

Information architecture and user flows
Storefront and product page design
Responsive layouts and interaction states

Product ideas and prototypes

Make an idea tangible enough to discuss.Bring a new feature or a better way of doing something into focus. Flows, wireframes, and clickable prototypes help a team compare directions and resolve questions before development begins.

Concept exploration and user journeys
Wireframes and interactive prototypes
Feature flows and edge cases

Campaigns and growth

Keep the brand recognizable as it moves.Carry the same visual language into the moments that bring people back. Modular email and campaign assets give new launches and ongoing communications a consistent starting point.

Email campaigns and lifecycle flows
Reusable email design systems
Launch, social, and promotional creative

Systems and development support

Help the design survive the handoff.Work alongside developers to translate the intended experience into something consistent. Clear components, states, responsive rules, and design reviews make it easier to resolve the small decisions that shape the finished product.