This Ain’t Fivver

If you want fast and cheap, this ain’t it.

If you want real, keep scrolling.

Creative by default.

I was born William Chiriboga.

Gubi by design.

I lead creative direction that starts with truth and ends with clarity. Shaping voice, visuals and structure, then building the systems that hold it all together. Identity, messaging, environments, websites, content and campaigns.

Every touch point is crafted by me.

Behind the vision

It’s More Than A Logo. It’s the Entire Experience.

Creative direction isn’t decoration. It’s not fluff. It’s not “make it pop.” It’s the compass. The vision. It’s how people feel your story before they hear it. The tone in your voice, the lighting in your photos, the flow of your page. It carries your message when you’re not around. The reason a brand feels like a brand and not just a bunch of stuff.

For me, creative direction starts with building real relationships. Getting to the heart of what a brand wants to say, then crafting every touchpoint to speak it clearly, confidently and with style. It’s not about following trends. It’s about shaping the mood. I don’t just match your energy. I bring it into focus.

Whether it’s a product launch, a rebrand, a film or a full identity from the ground up, I’m thinking about how it all comes together. How it sounds. How it looks. How it feels in someone’s hands or on their screen. How it draws attention. How it leaves an impression.

And, most of all, how it makes someone say, “Hell yeah, I’m in.”

Creative with a point.

Not just a vibe.

Cool Doesn’t Come From Templates

I don’t do a la carte. I don’t do patchwork branding. I do full picture. Full vibe. Full story. Full spectrum.

Need a logo? Cool. But what’s it saying? Not just to your customers but to your team, your competitors, your future. Because if it’s just sitting pretty, it’s not doing its job. It’s not about showing up everywhere. It’s about standing for something everywhere it shows up. I’m not here to slap it on merch and call it a brand. I’m here to figure out why it exists, what it means and how it connects.

Let’s go further. Let’s design the space. Set the tone. Pick the playlist. Build the guidelines your staff lives by. Let’s make the menu look like it belongs in a gallery. Make the uniforms lowkey iconic. Let’s shoot the photos your competitors wish they had. Let’s build the website that makes people stop scrolling, sign up and bookmark it.

I’ll shape the voice. Run the socials. Write the captions. Plan the launch. Call the vendors. Book the influencers. Wrap the truck. Light the event. And make it all feel effortless.

Not just good branding. Magnetic branding. The kind that makes people say, “Wait, who the f*ck are these guys?”

That’s where I live. At the intersection of instinct and execution. Between concept and concrete. Between your “what if” and your “holy sh*t, it’s happening.”

In the end, people want three things: whatever you’re selling, to look cool and they never want to feel stupid.

Word on the Streets

“I had a name and a building. Gubi and his team brought the rest to life. They turned an old gas station into a full identity. The logo. The vibe. The parties. The press. The paint on the walls. Every decision ran through them. Gubi was my right hand for everything. I trusted him completely. And they delivered more than I knew to ask for. I couldn’t have done it without him and, honestly, I wouldn’t have wanted to.”

Jessica Jordan
Founder, Mari J’s Highway Pot Shop
“My cafe used to feel like a deli with no direction. I knew I wanted something more but didn’t know how to get there. Gubi came in and reimagined everything. The layout, the menu, the atmosphere. He helped turn D’Lux Cafe into a spot people actually wanted to spend time in. From branding to food to workflow to murals, he touched every part of the business. He even built relationships in the neighborhood that brought new faces through the door. What he built didn’t just change the space. It changed the way people see it.”

Larry Young
Founder, D’Lux Cafe

View The Work Up Close

Sky High Gardens

A cannabis brand reborn as culture.
Where craft builds trust and every detail sells the high.

Take Flight
SEEMS

A jazz record reimagined as a visual world.
Where sound, story and design play together.

Press Play