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Design director with over a decade of experience leading brand strategy and identity systems. Co-founder of Workhorse studio in DC.

Resume

Abraham Garcia Flores

Charleston, SC (Studio in Washington, DC)

linkedin.com/in/thehonestape

PROFESSIONAL SUMMARY

Design director with over a decade of experience leading brand strategy, identity systems, and campaign execution for lifestyle brands, cultural institutions, and mission-driven organizations. As co-founder of Workhorse, a DC-based studio, I partner with entrepreneurs and institutions to create, build, and advocate for brands that are honest, lasting, and strategically sound.

I focus on strategic storytelling, scalable systems, and precise aesthetics — helping teams clarify their vision, connect with audiences, and grow with purpose.

CORE COMPETENCIES

  • Brand Strategy & Positioning
  • Identity Systems & Visual Language
  • Campaign & Content Development
  • Creative Direction & Team Leadership
  • Messaging Architecture & Copy Systems
  • AI-Integrated Design Workflows
  • Cross-Platform Rollout Planning
  • Cultural & Community Placemaking

PROFESSIONAL EXPERIENCE

Workhorse — Co-Founder, Creative Director

Washington, DC (remote from Charleston) | 2014–Present
Lead brand strategy and creative execution across identity, content, and digital systems for a range of clients in culture, advocacy, and consumer goods.

Representative Clients

  • Lifestyle & Consumer: Boodywear, Priori Skincare, Kane NY, Epic Curing
  • Cultural & Creative: DC DOX Film Festival, Double Exposure Festival, PBS Learning
  • Community & Local: Eastern Market Main Street, Brookland, Faison DC, Grubb’s Pharmacy
  • Advocacy & Policy: Giffords, ADL, We Dream in Black

Notable Work

  • Developed brand platforms and content ecosystems from scratch for early-stage companies and public sector partners
  • Led creative direction across campaigns, identity systems, digital tools, and installations
  • Introduced AI-assisted workflows to improve ideation, prototyping, and content scaling
  • Delivered award-winning work recognized by Core77, AIGA, and Ellen Lupton's Type on Screen

George Mason University — Adjunct Professor

Fairfax, VA | 2016
Designed and taught courses in web design, usability, and digital strategy; mentored students through creative process and professional readiness.

Bloompop — Product Designer & Developer

Washington, DC | 2013–2014
Directed UX, branding, and front-end development for floral e-commerce startup; designed integrated content and marketing experiences.

Genius (Rap Genius) — Designer / Developer

Brooklyn, NY | 2012
Joined early team to evolve platform UX and brand identity during Series A growth; contributed to design direction as product expanded.

Crispin Porter + Bogusky — Design Intern

Boulder, CO | 2011
Worked on campaigns for major clients including Microsoft, AmEx, and Domino’s; participated in concept development and creative presentations.

EDUCATION

MFA, Graphic Design — Maryland Institute College of Art (MICA)

  • Thesis: Immersive sound-reactive design installation
  • Published in Type on Screen by Ellen Lupton

BS, Human Biology — University of Texas at Austin

  • Focus: Social Aspects of Health and Disease

Certificate in Public Health Communication — UT Health Science Center

  • Focus: Behavior change, social marketing, and design for public good

TOOLS & TECH

Design & Visual – Adobe Creative Suite, Figma, Sketch
Web & Platforms – HTML/CSS/JS, Webflow, Shopify, WordPress
AI & Automation – Midjourney, ChatGPT, LLM prompt systems
Workflow – Notion, Miro, brand mapping + systems frameworks

AWARDS & RECOGNITION

  • Type on Screen by Ellen Lupton – Featured MICA thesis work
  • Core77 Design Awards – Exhibition & Public Health Campaign
  • AIGA50 Award – Brand Identity for Double Exposure
  • Guest Speaker – Design & Public Health, Johns Hopkins University