Puli Arancibia is the Creative Director and Founder of fagerström, an independent design studio based in Madrid, specialized in brand identity, branding and packaging, where she develops projects for clients in North America, Europe and Asia. Her approach combines a meticulous work with a strong creative concept. After founding her studio in 2017, Puli has worked for clients in retail, food and beverages, cosmetics and personal care, fashion and luxury, consumer goods, architecture and construction, cybersecurity and technology, interior design, financial services, public relations, cooperation and development aid, among others. She has also been invited to participate as a speaker at different design conferences, such as Ladies, Wine & Design or Under Consideration’s First Round, and her work has been highlighted by important design publishers and specialized media.