Our team

We have extensive experience in brand strategy and identity consulting. Thanks to our combined training in business, architecture, humanities, communication and design we can offer exceptional solutions to the most diverse brand challenges.

Esteban Ucrós


Esteban has twenty years of experience directing brand strategy and identity projects for companies in diverse sectors of the economy.

Before founding SINGULAR, he worked at Marqas, where he participated in the creation of brands such as Nutresa, Sura, Argos, Celsia and Vanti. He also developed brand strategies for companies such as Alpina, Bavaria, Grupo Éxito and Amarilo, among others.

Parallel to his role as a brand consultant, Esteban works on cultural heritage projects. He worked in New York for the experience design firm Local Projects and he is the founder of Populardelujo, a research project on popular graphics awarded by the Ministry of Culture with which he has held exhibitions and given lectures worldwide.

Esteban earned a Communications degree from the Javeriana University and a Design degree from the Tadeo Lozano University. He was a Fulbright scholar and has a Master of Arts in Public Humanities and Cultural Heritage at Brown University (USA).

Juan Martín Arango


Juan Martín has ten years of experience in brand strategy and brand implementation consulting projects as well as client management.

Before founding SINGULAR, he worked at Marqas, where he managed client relationships for companies such as Alpina, Icontec, Acesco, Banco W and Credifinanciera, among others. He was also at the forefront of the brand implementation process  for Vanti, Fundación Cardioinfantil and Alianza Team.

Before his role as a brand consultant, Juan Martín was a Social Reporter at Deloitte & Touche, where he handled a variety of marketing and communications projects.

Juan Martín studied Advertising and Marketing at the Jorge Tadeo Lozano University. He studied business at Macquarie University (Australia) and earned a Master’s degree in Marketing and Commercial Management at the EAE Business School and the Polytechnic University of Catalonia (Spain)

Marcela Villanueva

Senior Advisor

Marcela has more than thirty years of professional experience in the direction and development of brand strategy, design and brand management projects in different countries and sectors of the economy.

Before starting SINGULAR, Marcela founded Marqas, where she directed more than 90 projects for regional clients such as Acesco, Argos, Celsia, Corona, ETB, Ficohsa, Grupo Nutresa, Pintuco, Sura and Vanti, among others.

Prior to starting her own firm, Marcela worked for global consulting firms such as Lippincott, Enterprise IG and FutureBrand in New York, where she worked on projects for multinational clients such as 3M Corporation, Addison Wesley Publishing, Banco Sud Americano (Chile), Freddie Mac, GSA, IBM, Rede Record (Brazil), Samsung, Sprint, Telefónica and UCSF-Stanford Healthcare.

Before working in brand consulting, Marcela worked at several architecture and urban planning firms developing large-scale commercial and institutional projects, also in New York.

Marcela earned a Bachelor in Architecture at Cornell University, a Master in Architecture at Harvard University, and an MBA at the University of California at Berkeley.