The presentation consulting practice of Andrés Ureña
I’m not a designer who makes slides beautiful.
I’m a consultant who finds the message inside the complexity, then translates it into concepts and visuals executives can decide from. Clients hire either half of the practice — the narrative work, the design work — or the integral engagement. Most come for the deck. They come back for the thinking.
The one-line brief
“The deck is the output; the thinking is the product.”
01 The practice
Narrative
working out what needs to be said
Design
deciding how it lands
02 The method — PainsMethod™
Every engagement starts with the pains, not the slides.
A structured discovery session maps every pain the audience holds — typically 40–60 of them in two hours. The existing deck is then tested against that map: a default deck usually answers 10–20% of what the room actually cares about. The story is rebuilt as a conversation toward the decision that matters, reaching 80–90% coverage — and only then does design begin.
“One thing that stuck with me was the PainsMethod™ process (Post-Its are still sitting in my office). Building the deck alongside Andrés has been an exercise of removing — not adding — helping me bring clarity to my message.”Arturo Mannheim, CEO, AGP Group — they make Tesla’s windshields
03 Case files
The work
Client · decision · change. Seven engagements — tenders, keynotes, raises, launches.
01 Aruma Beauty retail · a US-market expansion pitch · from 61 pains to “Peru’s Sephora”
Aruma — Peru’s fastest-growing beauty retailer — needed to convince international brands to enter Latin America through them. One discovery session captured 61 stakeholder pains. The message architecture rebuilt scattered claims into a single arc: the new Peruvian beauty consumer → the Aruma model → how your brand enters. The client’s own research became a story a US brand director could act on.
Selected excerpts available on request.
Request the before/after →02 LATAM Lounge Airport hospitality · a US$10.5M competitive tender · won against international firms
DRRP Spaces bid to design the LATAM Lounge at Lima’s new Jorge Chávez International Airport. The winning narrative translated occupancy analytics and spatial concepts into one argument: Amalgama Peruana — Peru’s contrasts, topography, and craft, carried into a single spatial experience. From “here are our renders” to “here is the Peru your passengers should feel.” Inaugurated 2025.
Selected excerpts available on request.
Request the tender excerpts →03 VenueVerse Wedding-tech SaaS · a pre-seed teaser · UK, 2025
A first-time-founder pitch rebuilt as a courtship: Hello → I do → the problem (miles close or miles away) → a $74b market growing to $121b → the product for venues and for couples → the competitive quadrant → the ask. Every slide answers the question an investor asks next. SEIS/EIS-ready, 45 venues signed at the time of the deck.
Selected excerpts available on request.
Request the excerpts →04 Hardest Adventures Adventure media · a brand-partnership proposition · UK, 2025
Russ Cook — the first person to run the full length of Africa — needed sponsors to see Hardest Adventures as more than an influencer buy. The narrative reframed the category itself: NOT a holiday company → the world suddenly changed → brands that step in, win → our promise → it’s already working (Huel). Emotional logic first, reach numbers second.
Selected excerpts available on request.
Request the excerpts →05 DRRP Analytics Corporate architecture · launching a new business line · deck, identity, and web from one engagement
DRRP asked for a presentation to introduce Analytics — a data service measuring how offices are actually used. The engagement delivered the launch narrative (Medimos → Analizamos → Recomendamos, the Space Book deliverable, “the first architecture studio to co-design with data”) and grew into the venture’s identity system and web cases.
Selected excerpts available on request.
Request the excerpts →06 GfK Market research · the annual retail conference keynote · six consecutive years (2014–2019)
GfK’s flagship retail conference runs on dense industry data. For six consecutive years — through the event’s ninth edition — the engagement turned that data into keynote narratives per speaker, tailored to each presenter’s voice. Renewal is the review.
Selected excerpts available on request.
Request the excerpts →07 AGP at CADE Automotive glass · the CEO’s keynote at Latin America’s premier business summit · 2018
At CADE 2013, three CEO committees — Grupo Agricultura, Infraestructura, Salud, 10–12 chief executives each — were each facilitated from raw positions to a single keynote narrative.
Selected excerpts available on request.
Request the excerpts →“Andrés has an adept mind capable of capturing the essence of our business and transforming it into a vivid and audacious presentation that enhanced our business in front of our clients.”Estuardo Masías, CEO, Grupo La Calera — £1Bn agri-exporter
04 The client wall
Rooms the work has won.
- LATAM Airlinesvia DRRP
- Glencore
- KPMG
- BASF
- Diageo
- Merck
- Scania
- HiSense
- PlayStationvia Solutions 2 Go
- Unilevervia Synthesis
- Amazonvia Synthesis
- Nestlévia Phantasia
- United Nations
- BID (Inter-American Development Bank)
- BT TV & BT Sportvia Andrew Maddox
- Vodafone
- Wunderman Thompson (WPP)
- AGP Group
- Grupo La Calera
- GfK
- Movistar (Telefónica)
- Entel
- Interbank
- Rimacvia HelloZum
- Pacífico Vidavia Orlando Cerruti
- InRetail / Intercorp
- CampoSol
- Banco Ripley
- MiBanco
- Frecuencia Latina
- COSAS
- SsangYong
- LAN/LATAM (pre-merger)
- Belcorp
- Molitalia
- Ferreyros
- STRACON
- SINOLatam
- TermoChilca
- DRRP Spaces
Google · Gensler · IBM · SAP · Oriflame · Solinoff · Moleskine — counterparties in DRRP engagements: decks built to win or serve these rooms.
Government, institutions & academia
- Ministry of Education of Peru (MINEDU)
- Bono Escuela and INEI communications; unit accountable for 40% of the national education budget
- Osinergmin
- Peru’s energy regulator (World Forum on Energy Regulation, 2022)
- OSITRAN
- transport-infrastructure regulator (2016)
- MALI — Museo de Arte de Lima
- keynotes, encyclopaedia, sponsorships (2021–22)
- MAC Lima
- Museo de Arte Contemporáneo (2023)
- IPAE / CADE
- Latin America’s premier CEO summit; three CEO committees facilitated in 2013, returns 2017–2018
- UTEC · USIL · UPC · Le Cordon Bleu · Innova Schools (co-designed with IDEO)
- universities & education
- AL-Invest (EU)
- European Union development programme (2023)
- Transparencia · Perú 2021
- civil-society organisations
UK & US practice — current era
- Synthesis (UK)
- innovation consultancy; standing partner, 13 engagements 2021–2024 incl. the Amazon and Unilever work and a 2024 investment deck
- Hardest Adventures (UK)
- Russ Cook’s (the first person to run the length of Africa) adventure venture; partnership proposition, 2025
- VenueVerse (UK)
- destination-wedding SaaS; pre-seed teaser, 2025
- Heights (UK)
- brain-health startup by Dan Murray-Serter (host of Secret Leaders, the UK’s #1 business podcast)
- Perspectum (US)
- clinician-technology company (2021)
- &US (UK)
- innovation consultancy
- StartupSOP (UK)
- 2023
- BCW Global
- global PR network (podcast production, 2024)
- Sensible Heating Solutions · Cadam Highweald · Carolina Estrada
- UK 2024–25
- HelloZUM
- insurtech digitising the world’s insurance information; supported from first pitch through Plug&Play San Francisco
Founders, SMEs & specials
Faro Capital (top-3 corporate real-estate fund) · Fibra Investment Fund · GCZ Ingenieros (early-warning systems consortium) · Pacific IQF (frozen foods) · Aruma (Peru’s fastest-growing beauty retailer) · UrbanoLab · Nomena (world-ranked restaurant group) · Comunal (Lima’s biggest co-working network) · Kashio · Aurora (vessel coatings) · Golden Belt · WeHost · Amauta Travel · Concalsa · Blue Garantías · La Vikinga · EuroFest Lima · Las Palmas · PuconPeru · Automática (publishing) · Marca Registrada · MatterKind · PROA · CorePartners · Grupo Mood · Quantica · XERTICA · INAC (executive search) · Attegia · Preciso · Aquaril · Lideratis · GRUN · UMC · MAP · G&M/GyM (construction group, multi-engagement) · Alejandro y María Laura (Grammy-nominated band, two album launches)
“His strong communication skills and creativity shine through the process of developing any asset. His innate curiosity is of undoubted value for crafting compelling and high-impact presentations.”Julia Granda, CEO, DRRP Spaces — 10M+ sq ft built worldwide
We work in all the major formats.
- Keynote
- PowerPoint
- Google Slides
- Canva
05 How an engagement works
Two ways in. One method underneath.
Narrative
discovery (PainsMethod™), message architecture, storyline, speaker notes.
For when the story is the problem.
Design
concept translation, information design, data visualisation, the finished deck.
For when the story is set.
Integral
both halves, one engagement.
Most clients start here.
Sprints from $5K · remote-first since 2013 · async-friendly · Keynote, PowerPoint, Google Slides, Figma · invoicing UK/EU/US
Andrés Ureña · Start a conversation
andres@elefantdesign.co