Fernando

Ariel

Art Direction and Print & Digital Publishing

Fernando ArielAbout

Art Direction and Print & Digital Publishing

I'm an Argentine-born creative with over 35 years of experience in graphic design, art direction, and publishing. Having lived and worked across the UK, France, the Netherlands, and now Spain, I know firsthand what it takes to put down roots in a new country.

Through my company Tantamount Ltd, I've built a career working with major clients across Europe, and have spent many years teaching graphic design and digital publishing.

Today I channel that same creative rigour into Hola Siesta — a practical, plain-English resource helping expats navigate and enjoy life in Spain.

  • Art Direction

    Art direction bridges concept and execution. By blending aesthetics with strategy, a cohesive narrative takes shape. Success also relies on thoughtful team management, guiding collaborators to ensure every design element remains intentional and serves the project’s broader purpose.

  • Brand Identity

    Building a brand is about finding the visual language that captures a deeper purpose. It goes beyond aesthetics to create a consistent, recognizable experience that helps your audience quickly understand who you are and why what you do matters.

  • Print & Digital Publishing

    Editorial design is about rhythm and flow. Whether shaping a tactile print piece or a responsive digital interface, the goal is to orchestrate content so it feels intuitive, immersive, and perfectly at home within its chosen medium.

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