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About Joe


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Joe is a creative director, speaker, designer, artist, and writer as well as the lead guy at Maximo Branding (formerly Estudio Ray) in Phoenix.

Joe has spearheaded the development of many successful and award winning projects and integrated campaigns for his clients. These have included brand identity, name development, packaging design, and advertising for the General market as well as for the Hispanic marketplace.

Joe has received numerous awards and citations for his work, which has also been featured in several publications and creative annuals, including Communication Arts, Print Magazine, ID, Create, and How Magazine.

In addition to expertise in the Latino market, his marketing specialties include the areas of Pharmaceutical branding, Health Care, Financial Services, Development/Real Estate branding and Retail Design/Branding as well as Arts and Culture. Clients include Bic Lighters, Pfizer Inc., SkinMedica, Medicis, Sol de Mexico Tequila, La Tradición, Cocopah Indian Tribe, and Red Mountain Spa.

Regular speaking engagements at conferences include topics about Branding, Multi- Culturalism, and Marketing. Specialty presentation topics include Brand Building, Reaching Latino audiences (psychographic insights), Social Media, Health/Wellness Education for Multicultural audiences, Packaging Design, Art/Culture, and Community Activism.

Joe is also the Director of the LATISM (Latinos in Social Media) Chapter, a Washington DC based non-profit organization with various Chapters across the US.

In his support of non-profits, Joe serves on the Board of Directors for SARRC (Southwest Autism Research & Resource Center) in Phoenix, and is most recently the founder of Estudio Arte, a foundation that will be providing scholarships to Latino students pursuing a career in the arts, funded by contributions and the sale of art-inspired merchandise.

Born in San Luis, R.C., Sonora, Mexico, Joe has lived in Arizona since he was 3 years old (he is fluent in Spanish as well as English). He grew up on the Colorado River Indian Tribes Reservation near Parker, Arizona and resided there until leaving for college.

Joe graduated from Arizona State University with a B.F.A. in Graphic Design.

Joe is also an active artist member of Xico, Inc., a Chicano/Native American arts organization in the Phoenix area as well as a participating member of the recently created group TOMA (Taller de Multicultural Artists), a loosely based group of artists that gather and participate in printmaking sessions and workshops.

Joe’s personal artwork can be viewed at


why bother?, favorite author(s) – jose anton burciaga and hunter s. thompson, astro sign – sagittarius, sport – nfl, last movie i enjoyed – iron man, hobbies – art, favorite pastime – painting, favorite music – rock & roll, favorite – recording artist(s) – mana credo – if you’re not going to do something different

3 comments. Leave a Reply

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  3. Desiree

    Dear Joe,

    My name is Desiree and I am a student in FIU’s School of Journalism & Mass Communication. I am currently taking a seminar on Hispanic Marketing Communication in which I work with my peers on a research project focused on Hispanics/Latinos communication in the blogosphere.

    I would greatly appreciate your sharing with me and my classmates your opinions on various topics related to your blogging experience by filling out an online survey. As we also want to learn about blog readers, I would ask you to kindly distribute the survey link to your automated mailing list and/or post it on your blog, so your readers can also participate in this study.

    The survey will take about 15 minutes to complete and you can access it through the link below:

    This survey is anonymous and does not require any identifying information.

    I really appreciate your cooperation and efforts and look forward to get your insights and ideas.


    School of Journalism & Mass Communication
    Florida International University

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