ELCA Group
The brand of a Swiss IT group with seven entities, rebuilt and kept alive every week: guidelines, events, sponsorships and internal communication.
View caseBrand systems · Identity · Communication design
Isabel Fuertes · Senior communication & graphic design specialist at ELCA Group · Based in Barcelona
Showreel 2026
A year of work in 37 seconds
Mockups, boards and the ISYSNT teaser, cut to a techno set of my own.
In numbers
In numbers
- +200KYouTube subscribers in one year for an AI channel
- +4,000students in one year for its AI course
- +700members of the AI Club in its launch weekend
- 20websites designed
- 10brands built from zero
Channel, course and AI Club: Jon Hernández’s YouTube channel and academy, each in its first year. Websites and brands: my own count, October 2026.
Selected work
Brands I have built and rebuilt
World Welded
Two welders in the Dutch industrial sector. Three brand universes proposed, one chosen, a full system delivered.
View caseMaryeleny Florez
Identity for an aesthetic clinic that wanted to feel calm, exclusive and close.
View caseAluminios Alesves
Refresh for an aluminium and PVC carpentry company, without losing what its town already recognised.
View case
Services
Three ways to work together
Brand identity & systems
- Positioning and direction
- Logo and identity system
- Brand book and usage rules
- Tone of voice
- Refresh without losing recognition
Communication design
- Events, fairs and sponsorships
- Annual and sustainability reports
- Packaging and print
- Web design and sales pages
- Internal campaigns
AI content production
- Campaign imagery and video
- AI visual guidelines
- Concept exploration
- Mockups and presentation assets
How I work
From the first message to the final files in four steps
Proposal
Quote, acceptance and first payment.
Discovery
Briefing, analysis and strategy.
Creation
Visual and verbal routes, design, presentation and applications.
Delivery
Full review, final payment and final delivery.
Up to two rounds of changes in each creative stage. The full terms are in the questions below.
About
A brand is a way of seeing life
Every project starts with a conversation. I like meeting people, talking and listening, because a brand is a way of being and of seeing life.
I have more than seven years of practice. Today I design for a Swiss technology group, I run my own art project, and I keep learning.
- Marketing
- Communication
- Graphic design
- Photography
- Web design
- AI production
My priority is to build work that reflects what a brand truly is, and what it needs to become.
Isabel Fuertes, founder of ISYSNT
Experience
- Apr 2025 – presentSenior Communication & Graphic Design SpecialistELCA Group · Spain headquarters (remote)
- 2026 – presentFounder & Creative DirectorISYSNT · Barcelona
- 2024Marketing Consultant, Strategy & AITuki Jobs · Barcelona
- 2021 – 2024Communication & Marketing Specialist, Graphic DesignerJon Hernández Education (remote)
ISYSNT
Art, architecture and shadow territories
ISYSNT is my own label. I document brutalist and post-Soviet architecture, turn it into paintings, modules and an urban fashion collection, and share the whole process.
- YouTube · @isysnt.systemArt, Architecture & Shadow TerritoriesLong videos and shorts about brutalist architecture, and how each piece is made.
- Instagram · @isysnt_The label, day to dayThe collection, the process and the places behind it.
- Case studyCollection 2026Garments, woven labels, hardware and the fanzine.
Questions
What people usually ask me
What do I actually get?
A working brand system: identity, rules, templates and the first applications, ready for your team to use.
Does my brand need to start from zero?
No. Much of my work evolves brands that people already recognise.
How many revision rounds are included?
One on the quote, two on the briefing, up to two visual and verbal routes, and up to two rounds of design and presentation. Changes of direction are quoted separately.
How are payments split?
A first payment when you accept the quote, and a final payment after the full review.
Do you only design, or also do strategy and copy?
Both. I write copy in English and Spanish.
How do you use AI?
Always directed by the brand rules. I produce campaigns with Magnific and Claude.
Where are you based?
I’m based in Barcelona and work remotely with teams in Switzerland, Vietnam, Mauritius, Spain and Italy.
I’m hiring. What’s your current role?
Senior Communication & Graphic Design Specialist at ELCA Group, and founder of ISYSNT.
What are your working terms?
The short version:
- The project starts with an advance payment, which is non-refundable once work has begun.
- If I miss a deadline I could have met, you get a 10% discount; your own deadlines for feedback and materials count too.
- Work outside the agreed scope is quoted separately, and you supply the resources the project needs.
- Nothing is published without your approval, and I can show the work in my portfolio.
- Ownership and source files are transferred once the project is fully paid.