Andrea Rojas
Andrea Rojas is a multidisciplinary designer and visual communicator serving as Founder and Creative Director of Ax2Lab, the boutique design agency she launched in 2020. Based in the Miami–Fort Lauderdale area, she partners with startups and established brands to transform ideas into highly visual, strategically grounded brand experiences. Specializing in end-to-end branding, Andrea guides clients through every stage of development — from logo creation and color systems to website design, social media presence, packaging, and high-impact presentations. Her work is rooted in clarity and simplicity, with equal attention given to functional performance and emotional resonance.
With an agency background and experience spanning publishing, editorial design, financial services, communications, food, fine art, and broadcasting, Andrea brings both creative depth and business acumen to her projects. Prior to founding Ax2Lab, she held brand and creative leadership roles with organizations including CBRE, Bayview Asset Management, LLC, and Edelman. She earned her Bachelor of Fine Arts in Graphic Design from Miami International University of Art and Design and completed a Web Design Certification through the University of Miami Division of Continuing and International Education. Throughout her career, she has built a reputation for innovative thinking, meticulous attention to detail, and the ability to meet demanding deadlines without compromising quality.
At Ax2Lab, Andrea leads a collaborative team of designers, a developer, and a motion graphics animator based in Colombia, ensuring each project is executed with both creative excellence and strategic insight. She conducts in-depth competitive research, integrates emerging technologies and AI tools into her workflow, and remains committed to staying ahead of industry trends. Known for cultivating long-term client relationships — many spanning seven to ten years — Andrea’s business has grown primarily through referrals, a testament to the trust she builds and the results she delivers. Bilingual in English and Spanish, she combines global perspective with personal dedication, consistently going above and beyond to bring her clients’ visions to life.
• Web Design
• Miami International University of Art and Design
• Continuing Education at the University of Miami
• Portfolio of the Quarter
• AIGA (former member)
• Camillus House - Pro Bono Design Work
What do you attribute your success to?
I attribute my success to building genuine human connections and relationships with my clients. It's not just about doing business - I try to understand them as people and have real conversations about life, not only work. I ask how their weekend was and make them feel that we're humans dealing with a hard world together. That's why I have clients who have been with me for 10, 8, 7 years, because even if they can sometimes get the same service maybe a little cheaper somewhere else, they don't get what they get with me. For example, when one of my clients was having a hardship but needed something done, I told her I've been through that myself, so if she couldn't pay me right now, just pay me half and pay the other half when she could next month. We try to help each other. I'm also very deadline-oriented, which most of my clients need. If they need it tomorrow, I'm always willing to help whenever I can, even if it's at night. I'll tell them, you know what, you told me this morning and you really need it for tomorrow - this time I'll make an effort, I'll put my kids to bed, I'll finish it, and I'll have it by 9 o'clock tomorrow. That dedication and human connection is what keeps me as the best choice for them.
What’s the best career advice you’ve ever received?
Don't panic, when business slows.
What advice would you give to young women entering your industry?
My advice to young women entering this industry is to keep yourself educated and never stop learning. There's a lot of technology coming that might make you think it's going to take away what you do - AI is the most recent one, but there have been many things happening for the past 10 years technology-wise that could make you worry. You might think, what about the way I used to do things, and now this new thing exists? But the key is to never stop learning just because you went to school back in 2015 and that's how you learned to do it. AI came to stay, it's not going to leave. But it's not about AI taking away your job - it's about how you learn it and become an expert to use it to expedite your work and increase your speed. Some of my clients started asking, do you know how to do this in AI? It's not just about AI doing something generic - it's about creating something very personalized. Whatever used to take us 3 days can now take us 5 hours with AI, but if you want something personalized, there are so many tools right now that you need someone who really knows what's the best tool to use for that specific thing you're doing, and knows how to write prompts. It's not simply asking AI to make you an image - you need to know exactly how to write prompts and what's the right tool to use, because there are so many out there that people sometimes use the wrong one and don't get the results they want because they don't have the expertise of someone who's really learning. That's what I'm doing - I take time and learn something every week about AI right now.
What are the biggest challenges or opportunities in your field right now?
The biggest challenge and opportunity in my field right now is AI and advancing technology. A lot of people think AI is going to take away what we do, but that's not the right way to look at it. AI came to stay - it's not going anywhere. The real opportunity is in learning how to use it and becoming an expert so you can expedite your work. What used to take us 3 days can now take us 5 hours with AI. But clients want something very personalized, and that's where the expertise comes in. There are so many AI tools out there right now that you need to know what's the best tool to use for each specific project, and you need to really know how to write prompts effectively. It's not just about asking AI to make you an image with a shoe for advertising - it's much more complex than that. People sometimes use the wrong tool and don't get the results they want because they don't have the expertise. The opportunity is for those of us who are really learning and staying ahead of it. I'm taking time to learn something new about AI every week right now. The challenge is that the industry keeps changing constantly, and websites and how people read and what attracts clients' attention keeps evolving every year with AI and technology. You have to stay updated and keep everything new and modern and innovative.
What values are most important to you in your work and personal life?
Honesty, integritity.