Branding for Cultural Organizations: Build Strong and Memorable Identities

Fidel Pena is a distinguished graphic designer and creative director, co-founding Underline Studio in Toronto. Born in El Salvador, his career in design began after moving to Canada, where he discovered his passion for visual storytelling. With a background influenced by a visual artist father and engineer mother, Fidel's approach combines creativity with disciplined structure. He honed his skills at George Brown College, leading to significant roles at Concrete Design and Pentagram, where he collaborated with notable designers and further refined his craft.

In 2005, Fidel and Claire Dawson established Underline Studio, a space dedicated to innovative design solutions. The studio, known for its impactful work in the cultural sector, collaborates with esteemed institutions like the National Gallery of Canada and the Metropolitan Museum of Art. Fidel's dedication to design is evident in his commitment to creating brands that resonate deeply with audiences, leveraging a blend of typography, color, and strategic thinking. His work not only enhances visual communication but also bridges connections between literature, art, and design, reflecting his lifelong love for these disciplines.