Curt Middleton

Founder, Creative Director

Curt is a veteran with more than three decades of experience in print and interactive media design spanning multiple industries and geographies. He most recently founded The Workshop, a New York-based design collaboration that connects technology, design and ideas.

Curt’s clients have included Netflix, Columbia University, Condé Nast, ABC, A&E, Goldman Sachs, Meredith, and the World Health Organization. His projects have elevated their brands in engaging and memorable ways and have earned Curt numerous industry awards.

Curt began his career in visual design as an Art Director at Reuters New Media, before co-founding Bitflip, an interactive design agency.  His undergraduate degree is from Stanford University and he earned an MA in Visual Communications from Pratt Institute in New York City. Curt has also served in the Peace Corps, working in health, education, and community development in Senegal, West Africa. He and his wife established a foundation that funds grassroots development projects in the Casamance region of Senegal and visit the region frequently with their two children. 

When Curt’s not obsessing over his latest design, he’s most likely annoying his family by being “that Dad” with a camera at every gathering, and hopes to be the first Popcode customer.

Jaime Serrano

Chief Experience officer

Jaime manages the design and construction of memorable, brand-building user experiences. His expertise runs deep in digital product strategy, UX, information architecture, wireframing, and project management of big digital platforms and apps.

Jaime is talented at leading international teams in complex, multi-disciplinary endeavors for high-profile clients. As co-founder and Managing Director of the Madrid-based Cloud District, a digital product development agency, Jaime has led projects for Netflix, La Liga, GCP.Network, and OneFirelight.

Jaime went to university for journalism and began his career in advertising. He is a busy educator and lecturer who shares his knowledge about technology, user experience, and business at numerous colleges in Spain, including the renowned IE Business School, KSchool, and Universidad Carlos III Madrid.

Among Jaime’s numerous side passions is a fondness for schooling his fellow Spaniards on American sports, which he does in his La Franquicia podcast. He also plays drums in a rock band called Nevada Banzai, a welcome outlet after all the time he spent homeschooling his two young children during the pandemic.

Gedeon Domínguez

Chief Technical Officer

Gedeón is a technology leader and solution architect whose career has been defined as much by his entrepreneurial drive as by his computer engineering skill.

As co-founder and CEO of the Madrid-based Cloud District, a digital product development agency, Gedeón has delivered creative and technical successes for a client list that includes La Liga, ACB, Columbia University, Naturgy, and Olympic Broadcasting Services. He is a passionate teacher, popular mentor for startup accelerator programs, and sought-after adviser for both pre-seed and mature companies. Gedeón is also frequent speaker at tech conferences.

Gedeón is a graduate of the Polytechnic University of Madrid, has an International Baccalaureate in Computer Engineering and Computer Science, and is a Scrum Master.

Gedeón is obsessed with well-being (his own, primarily) and is known to talk to anyone who will listen about his latest sports or fitness trend, what he’s eating, and physical and mental health in general.

Carlos Henestrosa

Chief Strategist

Carlos has built a career leading user experience design and product development, driven by a strong curiosity, a passion for learning and a love of sharing knowledge.

As Chief Strategist, Carlos has led consulting and development projects for both corporate and startup clients, including Naturgy, La Liga, and the scooter sharing apps Conga, and Buny. He is a CRO (conversion rate optimization) expert and master of digital platforms, as well as a keen observer of human behavior. He brings that knowledge to his work; it’s evident in improved products and targeted user experiences.

Carlos studied art history, graduated in the top 15% of his class, earned an IE Fellow Award (Master) Scholarship and graduated with an MBA from Spain’s renowned IE Business School.

He is known for an unwavering positive attitude that has led him to successful management positions in both business and volunteer work. He is well regarded by his peers, but the only testimonial he could wrangle — “He is the most professional consultant I have had the pleasure to meet” — came from his mother.

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