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Carolina Madrigal


Job Title: Creative Director


Carolina Madrigal, SEGD, is a Senior Associate and Creative Director at HLW’s brand experience studio, brandx, with a robust background in architecture, and  brand communication making her a master in wayfinding systems and functional graphic design. Her expertise shines in projects like Schrodinger’s New York and Cambridge offices, where she oversaw full-service scopes including bespoke supergraphics, custom backsplash tiles, and illuminated signage. Carolina’s extensive experience includes developing comprehensive signage and wayfinding systems for notable clients such as Aspen, Morgan Stanley, Fordham University, Eisai, Subway Miami, Google, and Grosvenor.

Carolina holds a Bachelor of Architecture from Universidad Iberoamericana, along with certificates in Exhibition Design from CENTRO | DiseñoCine y Televisión and Graphic Design, Typography, and Advertising from the School of Visual Arts. Her comprehensive skill set and innovative approach make her an invaluable asset to every project she undertakes.