Guajiros.
Entrepreneurship magazine
An entrepreneurship magazine for Cubans on and off the island, with its brand, its app, its shop and its printed edition. I designed the identity and the system, and built the product.
The brief
Guajiros is a magazine about entrepreneurship and self-improvement for Cubans on and off the island. The brief wasn’t an app: it was a whole brand and product, from the logotype to the shop, taking in the printed magazine and its digital twin along the way.
I led design and development: brand identity, design system, every product and its landing pages, and the product strategy and roadmap alongside the team.
A brand you read, not one that shouts
The logotype is lowercase and serif: a magazine, not a startup. The interface is dark throughout so photography leads — black and white across the editorial side, full colour in the shop, the one place where the product has to look exactly like itself.
Two doors per issue
Each issue shows up once in the list and offers two ways in: Online and Print. It’s the product decision that holds up the rest — the magazine exists on paper, and hiding that behind a single “read” button would have turned the printed object into a footnote.
Each issue opens with a photograph of the cover, not a render: Issue No. 3, devoted to women’s entrepreneurship, is introduced with the magazine lying open on a table, which is how it actually looks.
The shop
Three tabs —Clothing, Promos and Digital— inside the same app you read in. Merchandising isn’t an afterthought: for an independent magazine it’s part of how it stays afloat, so it lives one tap away from the article, not on another domain.
The account
A profile with Premium membership and saved articles: what someone saves is what brings them back, so the saved list takes up half the account screen instead of hiding inside a setting.
What the work covered
- ✓Brand identity and logotype
- ✓End-to-end design system
- ✓Mobile app: editorial, issues, shop and account
- ✓Landing pages for every product
- ✓Art direction and photography
- ✓Product strategy and roadmap with the team
- ✓Full-stack development
- ✓Printed magazine and its digital edition
The website
On guajirosmag.com the same editorial criteria spread across eight sections —entrepreneurship, self-improvement, finance, productivity, leadership, success stories, mindset and career—, with one thread running through all of them: turning Cuban “resolver” into an advantage rather than an anecdote.
Screen by screen