about

Artist, creative director and brand developer based in Guadalajara, Mexico, A. Ricardo González Hernández, better known as "Loco". He has been working for more than 15 years in the media, marketing, publicity, advertising campaigns and building himself as a visual artist. His style is the sum of many disciplines, applications and expressions of art that he has mastered to create his own artistic vision. He has gone through several disciplines, from: freehand drawing, airbrushing, watercolor, stencil, linocut, digital drawing and digital collage. He has mastered many techniques to be able to deconstruct existing styles and mix them and get something fresh, urban, modern and with social/cultural meaning. His favorite tool to scratch anywhere are acrylic markers, he always carries one in his pocket.

Ricardo Loco also calls himself a social antonym that exists to generate reactions that lead us to think more about our reality and our existence. That is why one of his hobbies is psychology and social behavior that he takes as a reference to create, both in projects for his clients, as well as to apply it in his art.

Currently he continues to stand out as a creative director and brand developer, he has also developed a tequila brand of which he is a partner and hopes that by 2024 it will be commercialized in some European countries and the USA. He is also working on a new personal project of urban clothing with different techniques and applications to obtain unique pieces.

future loco

Although he studied Integral Design (industrial design and graphic design) at ITESO University, he does not consider himself as a "designer", but as a person with an excess of creativity who likes to apply it in different communication channels; from drawing, digital illustration, canvas or textile, writing, copywriter and quotes with humor. A characteristic that identifies him is, precisely, the black and satirical humor that, in his own words, says "Humor is the lubricant of reality" and that has led him to take different projects that he carries in parallel.

In his vision of the future, Ricardo Loco wants to take his imagination and creativity to more countries to share his perception of the present as a Mexican and as a human of the world. A great motivation is to collaborate with big brands so that the reach of his creativity has more echo and thus, decorate more and better the world with original messages through art.

In his own words, this is what Ricardo Loco says about his way of thinking: To be able to see in the dark you need a lot of imagination. And good humor.