Meet the Team: Melvin Figueroa, Lead Designer
Good design does more than catch your eye—it helps tell a story. That's exactly what Melvin Figueroa does at AVEC. As our Lead Designer, he blends creativity, curiosity, and strategy to help our clients build brands that reflect who they are and where they're headed. He helps clients translate strategy into visual identities that build trust, create connection, and leave a lasting impression. Get to know the creative mind behind some of our favorite work.
Where are you located?
I work at AVEC as the Lead Designer and am based in Palm Bay, Florida. I've been in the design world since 2010, starting back in the Adobe CS3 days. Over the years, I've built experience across print, brand identity, and web design.
I'm a big tech nerd at heart. I enjoy exploring new tools, testing ideas, and finding better ways to create. I'm always learning—not just to stay current, but to improve how I solve problems through design.
I love making things look great, but what really drives me is creating work that performs. Helping clients connect, build trust, and achieve real results is what it's all about.
What's the most interesting project you've worked on recently, and what did you learn from it?
There are a lot of projects I could choose from, but my favorite recent one was AVEC's rebrand. It was the first internal project I worked on that felt almost limitless creatively. It was exciting to hear everyone's ideas, understand the vision behind the brand, and see how far we could push it.
In the end, we created a brand that's more versatile, more energetic, and simply more enjoyable to work with. It reinforced how great design happens when everyone brings their perspective to the table.
What do you find most unique about AVEC and the services we provide?
What stands out to me is that we're genuinely here to help our clients move the needle. By the end of every project, we feel like an extension of each firm's team and the values they stand for.
As part of the creative team, I get to see firsthand how thoughtful design impacts our clients in meaningful ways and helps them represent themselves with confidence through a brand they genuinely love.
If you could swap roles with anyone at AVEC for a day, who would it be and why?
I'd choose Dena.
She has a creative way with words that really draws me in. I enjoy hearing how her mind works during team calls and learning about her writing process. She brings a different side of creativity that's easy to overlook, even though it's essential to every project. Words matter, and I appreciate how passionate she is about helping our clients tell their stories.
Can you share a hobby or talent that people might be surprised to learn about?
Since 2020, I've been training Brazilian Jiu-Jitsu. I originally started to learn self-defense and stay in shape, but it quickly became something I really enjoy. It's also a great way to step away from technology, challenge myself, and de-stress.
I've competed a few times, won several medals, and I'm currently a purple belt. The journey to black belt usually takes more than 10 years, so I'm enjoying every step along the way.
If you could travel anywhere in the world right now, where would you go and why?
Without a doubt, Japan. I'm fascinated by the culture—from the art and cuisine to the overall way of life. It feels like such a different experience from the United States, and I think it would be an unforgettable trip.
What's your favorite way to unwind after a busy day?
Spending time with my wife and kids, watching a movie, and sharing our favorite snacks. It's a simple way to relax and recharge after a busy day.
The People Behind the Work
One of our favorite parts of working at AVEC is that every project reflects more than a process—it reflects the people behind it. Melvin brings curiosity, creativity, and an eye for detail to every client he works with, always asking how design can do more than just look good. Melvin knows that when strategy and creativity work together, good brands become unforgettable ones.
