Natalie Lefever, Head of Brand at Loop Earplugs 2022-2024
Working alongside Alex Araez at Loop was an absolute privilege. As our Creative Director, he made a tremendous impact – not just on the brand, but on the entire company. Together, we transformed Loop from a functional, product-led brand into a desirable lifestyle brand, elevating how people perceive and connect with our products.
Alex played a key role in shaping Loop’s creative vision, leading multiple rebrandings and defining new visual identities that set us apart in a crowded market. But beyond the aesthetics, he helped build something far more lasting: an in-house creative studio from the ground up. He had an incredible eye for talent, bringing in creatives who continue to thrive and push the brand forward today.
Throughout his two years at Loop, Alex laid the foundation for a brand that stands out – not just in design but in storytelling and emotional connection. His ability to balance strategic thinking with creative excellence made him an influential leader and collaborator.
I truly enjoyed working with Alex, and I know that wherever he goes next, he’ll continue to inspire and create meaningful impact. Any team would be lucky to have him.
Asell Yusupova, Brand Experience Consultant
I had the opportunity to work with Alex on many occasions - from crafting new food & beverage and hospitality brands from scratch to collaborating on exciting brand experiences and launching global brand campaigns. And I can’t wait to collaborate with him again on many more projects and can’t recommend him enough to any brand looking to elevate their game.
Alex is truly an inspiring creative force across all dimensions - able to think strategically and envision the bigger picture; motivate and inspire teams bringing out the best in them; and create iconic creative and branding work that transcend trends. What I like about Alex is the most is his relentless desire to never settle and push to find what is most unique and iconic about the brand. At the same time, Alex is really pragmatic and commercially-savvy - always keeping the brand’s market and target audience in mind. Alex would be an amazing creative partner for any organisation looking to unlock impact through creative vision.
Nick Castanheira, Founder of ZNC
Alex helped us completely rethink our brand. He took the time to understand our category, our competitors and how we were selling, then helped us sharpen our positioning and value proposition. The result is a brand that really stands out in our industry.
We get compliments on it all the time, especially at trade shows. He also helped us rethink how we present our products. Instead of sending the same basic PDF catalogue everyone in our category uses, Alex turned ours into a high-end interactive experience, with better product presentation, 3D renders of high quality, and the ability for clients to purchase directly from it.
We went from looking like a startup that was new to the category to looking like an established, professional company people could rely on. The difference in the business was noticeable from day one.
Jasper Alblas, Founder jasperalblas.nl and HNA
Alex helped shape a clear, compelling brand strategy for Jasperalblas.nl and HNA, combining a deep understanding of our audience with a sharp instinct for premium positioning.
He translated our clients’ motivations and unspoken needs into a brand voice and design that resonated. Every decision had a purpose, and his approach was practical and focused on results. Engaged, responsive, and a pleasure to work with, he made a lasting contribution to the success of our brand and business.
Derek Mitchell, Head of Copy at Loop Earplugs 2022-24
Alex is singularly driven and discerning when it comes to pushing a brand's creative potential. He believes in his creatives and was a huge champion of me and my work, and I'll forever be grateful for the time spent working in-house with him. He brings energy, enthusiasm, and taste to any brand project he's helming, and his attention to detail will leave an indelible, positive mark.
Laura Soave, Design Manager at Loop Earplugs
I would like to share my experience working under the exceptional guidance of Alex, our esteemed Creative Director at Loop: through his inspiring leadership, innovative teaching, and unparalleled vision, Alex has not only shaped my professional journey but has significantly contributed to the success of our entire team.
From the very beginning, Alex's mentorship has been a beacon of inspiration for me as I navigated a new path in my career. His coaching style goes beyond the conventional, always encouraging creativity and pushing boundaries. Under his guidance, I've not only learned valuable skills but have also discovered the true essence of unleashing creativity to its fullest potential.
I feel privileged to have had the opportunity to work under his guidance, and I am confident that his impact will continue to resonate throughout the company for years to come.