It's nice to have you here! My name is Andrew Rodriguez Calderón. My parents moved to the United States from Colombia in the 70s, and I basically grew up in New York City.
I like to be surrounded by trees, read books, and my friends say that I'm a curious person who puts others at ease (I have great friends). I speak spanish, french, and am learning mandarin.
I have dabbled in many disciplines: I went from my parents' woodworking business to senior legal writing, to copywriting, book editing, brand writing and slowly wound my way to journalism, teaching and program development. I started as a data journalist and eventually leveled up my skills to do software development, ai engineering, and product design.
After a decade in journalism, I became disenchanted with how often I was told to keep sources at bay, not involving them in my reporting or product design. It felt extractive, impersonal, and ineffective, especially as mistrust in the media boiled over.
I began practicing, advocating for and eventually teaching collaborative design. I steeped myself regenerative ways that designers create products and services, tell stories and build possible futures with & for people rather than at them.
Today, my practice uses technology, design thinking, and deep listening to join hands with the people we are trying to serve to create better... whatever you want: products, stories, tools, resources, courses, programs, organizations. You name it!
I am a designer who brings together disparate approaches to create from the heart & mind, and make it generative
to not know
the answer.
So, before we talk about your audience, strategy, or media presence, I will get to know you and your
organization. We
will sit down,
block out distractions and just talk about your mission, your history, your anxieties and what's holding you back.
I want to know about your team, how you work, and what holds you all together. This deep listening is our
foundation of trust and understanding, and without it, I cannot walk alongside you in earnest.
I call this design companionship. Once we have found our footing, we can get down to business.
What it is: We often are too close to the source to see what's possible. Explore and unearth new ideas or direction in a supportive and collaborative companionship. This can be for individuals or for groups.
Good for: content creators, journalists, designers, artists, entrepreneurs, consultants, non-profits & mission-driven organizations
What it is: Deepen your understanding of the people that you serve. A structured approach that often generates insights, more audience trust, and clarity of service.
Good for: media organizations, non-profits, journalists, content creators, product managers, designers, entrepreneurs
What it is: Work through a series of design loops to identify an evidence-based need and develop a product that balances tech constraints, service promises, distribution, and sustainability.
Good for: media organizations, journalists, product managers, program officers, audience engagement teams, content creators, entrepreneurs
What it is: A good story is unforgettable, builds relationships, and invites empathy. A media strategy delivers that consistently. Write a story of your work, your mission, and your service that resonates with your audience.
Good for: content creators, journalists, media companies, mission-driven organizations, artists, entrepreneurs
For more on my experience, check out my LinkedIn.