2010 2020


Like Relationships

And Ideas

Follow The Same

Natural Rule:

A Seed

Properly Nurtured

Will Grow And Bear Fruit.



  • Strategy
  • Logo Design
  • Style Guide
  • Website Design
  • Packaging

Digital Services

  • Planning
  • Crm & Automation
  • Apps
  • Websites
  • Prototyping

Digital Communications

  • Planning
  • Social
  • Content
  • Online Media
  • Analytics

B2b Services

  • Presentations
  • App Prototypes
  • Infographics
  • Video
  • Merchandising


  • Integrated Campaigns
  • Print
  • Radio
  • Ooh
  • Media Management


  • Video & Livestream
  • Photography
  • 3d & Motion Graphics
  • Content
  • Post Production



With a degree in marketing from Mexico’s prestigious Tec de Monterrey, Fedo boasts a 20-year career with stints at agencies such as Leo Burnett, Euro RSCG, DDB, Square one, AlmaDDB and Moroch/Inspire. In 2011 he decided to leave the comforts of the corporate world and make his gutsiest move ever: launch his own firm. Rather than promote the “new, different” approach that so many companies promise but fail to deliver, Fedo commits instead to taking the right approach, and Arbol’s growth has been proof of this success.

Don’t let his corner office (which he loves to call the “wrong” corner) fool you: though time and technology have transformed the business of creativity, Fedo is still a copywriter at heart.



Professional with broad experience in the fields of digital media, digital advertising, marketing, online media planning and interactive communication. His specialties include online marketing and digital media, online media planning, digital campaigns, advertising, social media marketing, content production, process optimization, structure development, branding, communication strategy and mobile marketing among others.

He’s also a Google and Facebook certified expert, is a teacher in various universities, advertising associations and has won a Silver Effie award in the e-commerce category.



It all started in Ecuador a couple of decades ago, where Santiago worked at his father’s advertising agency. The second-generation creative has honed his skills at multinational advertising agencies such as JWT and DDB and through work with leading brands including McDonald’s, Ford, Volkswagen, MasterCard and PNC Bank. He is passionate about design, photography and architecture, studies color and light and knows every font and every Adobe tool ever created. Art and form are his DNA. He is so versatile; it would be unfair to call him a designer or art director. He makes sure that everything that comes out of árbol looks amazing.