The Studio Behind REDXEL
Founder-led. Clarity-driven. Every project guided from strategy to final delivery.
Alex Solano
Founder, Creative Director & Creative Technologist
Alex Solano is the founder, creative director and creative technologist behind REDXEL, with more than 20 years of professional experience spanning brand identity, graphic design, publishing, web development, digital production and technical systems.
His background spans hands-on design and production, multimedia and eLearning, web and IT, art direction, U.S. Army communications and technical leadership, and independent client work. He established his current independent creative and technology practice in 2014 and formalized that practice as REDXEL LLC in 2025.
Today, Alex leads REDXEL projects from discovery and creative direction through design, implementation, quality assurance, deployment and ongoing support. That breadth allows clients to work directly with the person responsible for both the creative decisions and the practical details required to make the work function.
What Alex Brings to REDXEL
Creative, technical, production and delivery decisions stay with one person, keeping every discipline connected.
Brand & Visual Design
Brand identity, logo systems, packaging, editorial and advertising design, campaign work and illustration, delivered as production-ready artwork.
Web & Digital
Responsive websites and digital tools built with PHP, MySQL, HTML, CSS, JavaScript and WordPress, with CSS frameworks and libraries selected to fit the project, including Tailwind CSS and W3.CSS when appropriate.
Publishing & Production
Art direction, typography and editorial systems, refined through years of high-resolution, CMYK and prepress production work.
Systems & Technical Operations
Hosting, DNS, SSL and business email setup, migrations, backups, troubleshooting and long-term technical support.
Leadership & Project Delivery
Requirements, project scoping, client communication, scheduling, quality assurance, technical training, deployment and ongoing ownership.
AI-Enabled Workflows
Research, concept exploration, requirements, code analysis, troubleshooting, documentation, project coordination and QA assistance, applied under direct human review.
Experience Built Across Disciplines
Independent Practice / REDXEL
2014-Present
Independent creative and technology practice since 2014, formalized as REDXEL LLC in 2025. Leads branding, web, systems and production projects from concept through delivery and support.
U.S. Army
2009-2014
Signal systems, communications, information management, technical training and team leadership, with hands-on responsibility for troubleshooting, documentation and operational readiness.
Art Direction, Publishing & Web Systems
2007-2009
Led art direction, web development and production for Vive, Planos 600 and Crecer Magazines. Built publication websites, database-backed tools and internal server/intranet systems, and handled final press-proof review for pagination, color and production accuracy.
Web, Multimedia & Production
2002-2007
Commercial design, multimedia and eLearning, web administration, IT support, technical illustration and production across digital and print environments.
Modern Tools, Human Responsibility
REDXEL uses modern AI tools where they genuinely improve the work: research, exploration, requirements, development, troubleshooting, documentation and QA. They extend established creative and technical experience; they do not replace professional judgment. Creative direction, verification, production review and final responsibility remain with Alex.
Building the Tools Behind the Work
REDXEL OS is an internal desktop workspace Alex is developing to bring project, file, web, terminal, tool and AI-assisted workflows into a more unified environment. It is designed around the friction created by moving between multiple environments during complex creative and technical work and demonstrates REDXEL's ability to identify a workflow problem and build a practical system around it.
How REDXEL Works
REDXEL is intentionally founder-led. Every project starts and ends with Alex: one point of contact, consistent creative and technical direction, and no unnecessary handoffs to account managers or junior teams.
Direct Creative & Technical Lead
Alex drives the brief, direction, implementation decisions and review. You work with the person responsible for the outcome.
Specialist Support When Needed
Specialized collaborators may support specific production needs when appropriate. Direction, communication, quality control and final responsibility remain with REDXEL.
Start to Finish
Strategy, design, production, implementation, delivery and support stay connected under one lead, reducing the chance that important details get lost between disciplines.
Ready to work with the studio?
Let's build something clear, bold, and built to last. Reach out or explore what REDXEL does.