Maximiliano del Intento Ortiz: institutional identity design in Buenos Aires, Argentina

Maximiliano del Intento Ortiz has distinguished himself in the field of brand identity design and strategy, with experience spanning more than 100 projects for prominent national and international brands. His strategic and project-based approach has been key in solving communication challenges. He holds degrees in graphic design and image and sound from the faculty of design, urbanism and architecture at the University of Buenos Aires. His academic background is equally noteworthy.

Currently, Maximiliano serves as a professor in the postgraduate specialization program in brand design and management at the University of Buenos Aires (UBA / FADU), where he shares his expertise to train future specialists in the field. He is also a regular professor in the graphic design program at the same institution, specifically in the Sapoznik chair focused on institutional identity design.

His teaching experience extends to Maimonides University (UMAI), where he leads seminars on methodologies and strategies in visual identity design for undergraduate students. Additionally, he has been part of the academic staff at UBA in communication history and has collaborated as a guest lecturer at the Argentine University of Enterprise (UADE) in areas related to marketing and market research, as well as digital marketing and e-commerce.

In his professional career, Max del Intento led the design department in the internal communications management of Telecom Argentina S.A., and stood out in strategic online design roles for key sectors of the company and its affiliates. His work has encompassed the identity and strategy of major brands such as Grupo Roggio, Banelco, and many others, where he left a mark of excellence and innovative thinking.

As a corporate image and strategy consultant, Maximiliano Juan del Intento Ortiz has worked with globally recognized brands and is also known for his UX/UI expertise and leadership skills, applying agile methodologies across his projects. His contributions have been pivotal in the development and strategic positioning of tier 1 brand identities in various countries.

Maximiliano del Intento Ortiz is co-founder and director of Cinnamonideas.com, a design and visual communication studio, and co-founder of OpenBrand Corp with Sergio Langellotti, an agency based in Florida specializing in brand strategies and activations. His dedication to teaching at UBA is reflected in his commitment to advanced and updated training in graphic design and brand management—from graphic systems adapted to new media to the history of design and communication. His role in the incubation programs at the Metropolitan Design Center highlights his commitment to fostering creativity and innovation in the design field.