My HistOry

A Story of Creativity, Innovation, and Big Dreams

Luis Enrique Fajardo Sempértegui, known in the creative world as Kikesawer, was born in Quito on July 28, 1976.

From an early age, he showed a natural inclination toward art and observation—skills that would later become the heart of his professional life.

"Drawing was not a hobby; it was a way of interpreting the world. Photography was not about capturing images; it was about telling stories. Creating was a natural act that inspired others."

His education at the Latinoamericano de Diseño gave structure to his innate talent. There, he learned technique, but more importantly, he understood that design was not just aesthetics—it was a language capable of connecting emotions, brands, and people. This vision would accompany him throughout his career.

In 1998, an internship at Diario El Comercio opened the door to professional photography. Just a year later, his thesis made waves in the academic world: he immortalized ten Presidents of the Republic of Ecuador in caricature, combining oil, charcoal, sepia, and acrylic.

It was a symbolic gesture: a designer who, instead of limiting himself to graphic work, explored art as a bridge between history and creativity.

Career Field

The press soon became his natural stage.

In 1998, he worked as a freelance illustrator for El Comercio and La Familia magazine. By 1999, his work appeared in Diario Hoy, where he depicted universal figures like Bill Gates, J.P. Morgan, and Alan Greenspan with irony and brilliance.

His caricatures were not mere sketches—they were interpretations, small X-rays of power and character.

By 2000, he joined Marathon Sports, where his career reached a turning point. Initially a designer for the fashion department, he created patterns for New Balance that reached international showcases.

That year marked a pivotal moment: he joined Marathon Sports' marketing team and led the creation of the in-house creative department, playing a key role in the company’s induction into the prestigious Hall of Fame of Brands.

His name became associated with historic moments: he designed the goalkeeper jersey worn by José Francisco Cevallos for the 2002 FIFA World Cup in Korea–Japan and later the Ecuadorian National Team jersey for the 2006 World Cup in Germany—symbols that transcended sports to become part of the country’s collective memory.

ESTUDIES

Kikesawer never settled for immediate success.
In 2004, he traveled to Madrid to study 3D design, and in 2006, he completed a diploma in Strategic Marketing Management at TEC de Monterrey, convinced that creativity must dialogue with strategy. In 2009, at the Institute for Sport Studies Johan Cruyff, he delved into sports management through the MINAF project.
It was the perfect complement: art, marketing, and sports management intertwined in a global vision.

The following years witnessed remarkable projects:
In 2007, Kikesawer took on the challenge of managing the relationship with Atlético Nacional de Medellín under the sponsorship of Umbro and later Marathon Sports.
His strategic approach and ability to integrate creativity and communication made him a key figure during a golden era for the club, culminating in the historic Back-to-Back Championship in Colombia.

2008 was a glorious year for Ecuadorian sports.
On May 1, Iván Vallejo summited Dhaulagiri, completing the challenge of climbing the 14 highest mountains on Earth—all above 8,000 meters and without oxygen. On July 2, Liga de Quito made history by winning the Copa Libertadores, highlighted by José Francisco Cevallos’ heroic performance in the penalty shootout. On August 16, Jefferson Pérez added another achievement to his career by earning his second Olympic medal in Beijing 2008.

In recognition of these unforgettable achievements, he immortalized each moment through caricature, creating a series of illustrations that became Marathon Sports’ Christmas campaign, a creative tribute to the country’s sporting greatness.

UMBRO PTY

In recognition of these unforgettable achievements, he immortalized each moment through caricature, creating a series of illustrations that became Marathon Sports’ Christmas campaign, a creative tribute to the country’s sporting greatness. In 2011, he embraced a new international challenge, moving to Panama City to join the historic English brand Umbro as Marketing Manager. From this strategic position, he led marketing efforts in Central America, the Caribbean, and Ecuador, managing key partnerships with the Guatemalan National Team, Club Sport Herediano of Costa Rica, and Liga Deportiva Universitaria de Quito.

One of his most memorable moments was the launch of the Guatemala jersey, presented before more than 45,000 people at Tigo Fest. In a unique event, the American band Cobra Starship, led by Gabe Saporta, unveiled the jersey while performing You Make Me Feel. The event became an unprecedented celebration of branding. Similarly, the launches of C.S. Herediano and L.D.U. Quito consolidated Umbro’s presence in the region and strengthened its connection with fans.

“It’s Time to Oxygenate Your Brand”

In 2016, after years navigating the corporate world and witnessing sports glory up close, he made a decision that would mark a new chapter: founding his own agency.
Thus, O2 Design MKT, was born, with a motto that summarizes his philosophy: “We Oxygenate Brands.” Since then, he has created and strengthened over 200 brand identities, combining creativity, innovation, and strategy for companies seeking not just to sell, but to inspire.

The story of Kikesawer is that of a creator who turned art into language, sports into stage, and marketing into vital strategy.
His journey is a testament to the idea that creativity, when united with discipline and vision, does not merely design logos or jerseys —it designs history.