Hello!
I'm a creative leader with almost 25 years of experience in brand strategy, multimedia production, and visual storytelling. I currently lead branding efforts at a major international organization — collaborating with multidisciplinary teams to deliver complex, narrative-driven visual solutions in support of a global mission spanning nearly 200 member countries. This work has been recognized with multiple MUSE Creative Awards Platinum and Gold honors, among other industry recognition.
I've built things that didn't exist before — from an organization's first brand guidelines to its first brand policy and a cross-departmental brand governance body — transforming creative services into a strategic advisory partnership with senior leadership. I'm driven by investing in people, fostering trust, and creating the conditions for teams to do their best work.
Born and raised in Lima, Peru. Fluent in Spanish (native), English, and French, with conversational Italian and Portuguese, and currently learning Arabic. Based in Washington, DC, and always open to a good conversation about brand, design, or where to enjoy the best Lomo Saltado.
My motto
I believe there's a smart, strategic solution to even the most complex creative challenge — and finding it is the part I enjoy most.
How I work
Every creative project has its own identity. My role is to uncover it — defining the strategic foundation and creative direction before a single design is made. I think about brand as a discipline, not a deliverable: the work that clarifies what an organization stands for and ensures that message comes through consistently, powerfully, and authentically across every audience and platform.
Over almost 25 years, I've brought this approach to brands of all sizes — from global institutions and Fortune 500 companies to nonprofits and startups — across more than 20 industries.
“Felipe Leon is one of the most talented creative leaders and designers I’ve ever met. He participated in a $50 million+ project I was managing and offered tremendous value through critical thinking, generating ideas of design product that I would have never asked for as his internal customer. He truly understood our needs and offered creative output that consistently exceeded expectations. ”
Managing Director
Burson-Marsteller
Education
Certifications and Executive Education
Strategic Planning and Foresight
University of Oxford (2025)Brand Strategy
Comundi, Paris (2024)Editorial Summer Intensive
Royal College of Art, London (2019)Future of Branding Week
Future London Academy, London (2018)
M.A., Corporate Communications
International University of La Rioja, Spain (GPA 3.889/4.0)B.A., Graphic Design
Pontificia Universidad Católica del Perú (Top 20%)
Select clients and industries
Throughout my career I've partnered with organizations including the International Monetary Fund, the United Nations, the Organization of American States, Microsoft, Shell, Intel, National Geographic, Marriott International, McDonald's, Smithsonian National Museum of Natural History, Accenture, Burson-Marsteller, Sanofi, and Bank of America — spanning finance, technology, energy, hospitality, pharmaceuticals, government, education, defense, and nonprofit sectors, among others.