illustrator, scriber & visual storyteller

Felipe Caro is a freelance illustrator and visual storyteller originally from Bogota, Colombia living in London. Felipe studied industrial design at the Jorge Tadeo Lozano University in Bogota and Graphic Design and Illustration at London Metropolitan University. Before embarking on his career as an freelance illustrator, Felipe worked as lead Illustrator and visual communications designer for companies in sectors ranging from UX and government to consulting and health.

Felipe’s work is influenced by his industrial and graphic design background, communicating ideas in a playful, simple and direct way. His illustration style is diverse and adaptable, tapping into both vector and hand drawn techniques. Key components of his compositions are visual metaphors, humour, as well as his bold and confident line work and use of polygonal and basic geometric shapes. 

Felipe describes himself as a multi-tasking illustrator who is focused on using visual thinking to communicate a message clearly and in a simple way.

SELECTED CLIENTS & collaborations

BBC, Tesco, Jaguar Land Rover, Samsung, EY, HMRC, Nike, EE, Orange, Vodafone, Cisco, BP, Mars

services & COMMISSIONS

Felipe is always up for a challenge and happy to discuss any brief.

To give you a steer on how he can be the right person for your project here are some of his key services and type of commissions:

  • Illustration - Traditional illustration commissions for commercial, editorial, spaces and books (advertisement, magazines, interiors, retail, etc)

  • Service maps  & user journeys - A combination of illustration and diagrams to explain how a service or product works or how a customer experiences a product. These are ideal in areas such as service design and user research.

  • Illustration system - An illustration system is a way to enrich a brand’s visual language. The system gives the ability to unfold a brand story with consistency on multiple platforms (web, print, social, etc).

  • Live scribing - Also called graphic recording, live scribing is about documenting and capturing the key bits of events as they happen. It can be done manually using pens and paper or digitally using a graphic tablet.

  • Visual Identity  - Visual identity is how you create a memorable impression through the visible elements of your brand. It consist of all the graphic information that makes a brand differentiate from others. In other words, it describes everything a customers can see, from the logo to the interior design of a store.

  • Infographics - They are a form of visual communication used to represent information, data, or knowledge in a clear and simple way. They are ideal for turning something complex into something easy to understand, making it accessible.