Creating your visual identity in the marketplace based on business strategy.
MarketingPutting your visual identity to work, in print, online, and digital media.
Art directionLeveraging your brand across multiple media platforms to build a cohesive business identity, including packaging, signage, banners, collateral, infographics and web design.
A native of Ecuador, Paulina has spent over two decades as a professional graphic designer. Her design career began in Quito, Ecuador and continued in the United States, where she worked for Gannett Inc. at their newspapers in Ithaca and Rochester. She started her freelance career to balance family time and use her talents in her true passion: graphic design.
After relocating to the Finger Lakes with her husband and two children, Paulina opened her branding and design studio: a small studio with a passion for serving Finger Lakes businesses that involve her interests such as food, wine, and start up businesses in the area.
She graduated with honors from the Rochester Institute of Technology's College of Art and Design. She was fortunate to participate in Massimo Vignelli's last Master Designer Workshop he ever imparted at the renowned Vignelli Center for Design Studies at RIT, and to whom she credits with fueling her commitment to timeless design and ethical design practices.
Paulina also contributes her time and talents to her community, whether she's volunteering for a local charity, offering pro bono services to her childrens' school, or creating beautiful designs to help promote Finger Lakes tourism under her FLX Designs label.
Garcés Design is a certified New York State Woman and Minority Owned Business Enterprise (WMBE).
"Garces Design is a member of your business team that you do not want to be without! Paulina has the skills and talents to fulfill all of our graphic design needs. She helped to create a beautiful, cohesive and accurate brand for our business."
"Paulina really put Keuka Shores' marketing where it needed to be; classy, informative and cohesive. DIY marketing pieces were not the right venue for our higher-end rental townhomes, but the big city marketing firms were financially out of our league. Paulina's expertise, professional connections, and vigilant eye on our budget brought in a full array of attractive, affordable marketing pieces that will endure the test of time. I thoroughly enjoyed my collaborative experience with Paulina even when she told me my cost-cutting ideas wouldn't yield the right results. She was on time and right about everything! "
"Paulina is a pleasure to work with and her well rounded marketing expertise has given us what we had hoped for; a professional image that reinforces the high quality of our products and service!
Abtex initially contracted with Garces Design to create a logo for a newly created division. Paulina spent ample time with us to understand our business and desired direction. She then created an attractive logo that ties in well with our existing brand identity. We subsequently contracted with her to ensure branding consistency across all of our marketing initiatives. This has included letterhead, facility signage, trade show displays and wall art for our recently renovated lobby."
"It was a pleasure to work with such a talented, patient and cost-effective designer."
"I have worked with Paulina on a couple of different projects, the end results are so confirming that she was the right person to work with ! Home runs in both cases."
"We appreciate your quick attention to this project and for keeping us posted on the progress. It was all done quite professionally. We would not hesitate to recommend you to others or to use you for any future projects."
"We really appreciated your great work and all the extra effort you put in. Keep up the great work!"
"Can’t express enough how much appreciation I have for Paulina, La Monarka couldn’t have been any better, happy to say she took this project to a different level. Not only she created a beautiful design based on so many different details I wanted to incorporate, but also helped me understand so much about the brand while guiding me to properly work with it to maintain our brand. Paulina is very professional, efficient and always maintaining a reliable schedule. "