He holds a Bachelors Degree in Graphic Design from Mexico's Universidad Ibero-Americana and a Master in Graphic Design and Packaging from the Art Center College of Design in Pasadena, California. He was vice-president and director of design for Siegel & Gale where he created concepts and identity systems for companies like Apple, Canon, Coca Cola, Golden Books, Disney/ESPN. In 1999 he established, in Mexico City, Ideograma a company specializing in the development, placement, and corporate identity of companies. He is responsible for the new identities of Codetel, Elektra, BHD-Banco Hipotecario Dominicano, and Aster* in the Dominican Republic.
He has won numerous awards amongst them first prize from Diseño Quorum and the 1989 Tetra Pak Design in Lucerna, Switzerland for Brand Identity.