Diana Carolina Ruiz Cubides
I love designing ideas that move people.
Part of that Colombian generation where half the girls were named after Princess Diana or Carolina of Monaco. I go by Carolina — pronounced Caroleena.
I’ve grown through multiple design disciplines because I see design as a language that adapts to the problem, not a tool bound to one medium. For me, design goes beyond aesthetics, it’s about connection, communication, and action. From learning and engaging to clicking, signing in, buying, voting, recycling, or donating, every project is about moving people. It’s about sparking curiosity, guiding decisions, and turning complex ideas into clear, tangible experiences. Design, for me, is a bridge between ideas and people, between products, campaigns, and the actions they inspire.
With 15+ years of experience, I’ve worked across branding, web design, digital content, editorial, campaigns, and behavioral tools. My journey began in graphic design but quickly expanded beyond the screen and the page. From collaborating with agencies and marketing teams to working as a photographer and art sales associate on cruise ships, I developed cross-cultural communication, storytelling, and collaboration skills, deepening my ability to connect with diverse audiences.
Over time, I also ventured into design for behavior change, a field that explores how design can shape human decisions and habits, and aims to close the gap between intentions and actions. It recognizes that every design, from a website or campaign to packaging or public space, inevitably influences behavior.
This frames design not only as communication, but as a catalyst for decisions, capable of shaping both individual behaviors and collective systems. For teams and brands, this means design that not only communicates with clarity but also moves people toward choices and actions that deliver measurable results.
I’m equally comfortable designing brand systems, digital experiences, and co-creating with cross-disciplinary teams. I collaborate closely with developers and marketing partners to ensure that design intent and implementation align seamlessly, maintaining consistency and purpose across every touchpoint.
I find joy in the craft and clarity of each piece. Whether developing a new identity, evolving an existing one, or designing editorial and social materials, I believe the power of design lies where thought meets the tangible. I also explore AI-assisted workflows (Firefly, Runway, ChatGPT, MidJourney) to iterate faster and adapt ideas, not to replace creativity, but to expand its possibilities in a fast-moving world.
Collaboration, clarity, and cross-cultural storytelling are at the heart of my work. I thrive in teams that value curiosity, experimentation, and the power of design to guide decisions, inspire change, and move people to action.
Core skills
Information Architecture & Visual Clarity
Expertise in composition, typography, and hierarchy across media to guide atention, simplifying choices, and designing user flows that move people to action.
Data Visualization & Information Design
Turning complexity into clarity: infographics, iconography, dashboards and maps that engage and inform.
Creative Problem-Solving & Conceptualization
Translate complex business and behavioral challenges into clear, high-impact design solutions and concepts.
Brand & Campaign Strategy
Designing systems and identities that evolve with organizations while keeping coherence and clarity.
Collaborative Leadership
Co-creating with leaders, marketing, tech, multi-disciplinary teams and behavioral experts to align diverse voices into cohesive outcomes.
Cross-cultural & Multilingual Storytelling
Creating narratives and visuals that resonate globally while staying authentic locally, bridging not only cultures but also languages through multilingual campaigns and content.