Felicidad is an independent Chile+Spain based creative agency working on strategy, design, and narrative to make projects matter. 

Our work gravitates towards institutions and campaigns with a mission, most frequently in the fields of the public sector, not-for-profit, philanthropy, art, and academia.

We produce communication strategies, position statements, brands, names, manifestos, websites, campaigns, marketing collateral, social media, and experiences.




Speak the language of your audience. We understand graphic design as a tool to attract, seduce and convince. From digital to print, we find the right visual translation for our clients’ needs.

  • Corporate Identity
  • Graphic Design
  • Art Direction 
  • Information Design
  • Digital and Web Design
  • Animation and Motion

Narrative and voice

All things editorial. From good old high-end books to contemporary magazines and brand editorialization, we give shape to any story, communication or campaign. 

  • Books & Magazines 
  • Content Direction
  • Creative Direction
  • Editorial Design
  • Illustration
  • Naming
  • Content Production
  • Copywriting
  • Publishing


All the way from the idea to its final form. Through our production team and a global network of talented artists and collaborators, we can develop the right visual language for any project.

  • Content Development
  • Photography
  • Illustration
  • Scripts
  • Film
  • Video Formats


Ideas always come first. We respond to our clients’ needs with creative concepts and strategic actions, finding the right words and most effective approaches for any given situation.

  • Brand Identity
  • Brand Campaign
  • Content Direction
  • Creative Direction
  • Naming
  • Narrative
  • Strategy



  • · 31 MINUTOS (Santiago de Chile)
  • · A los pies del árbol
  • · Aguas Andinas (Chile)
  • · András Szántó (U.S.A.)
  • · Apolo (Santiago de Chile)
  • · Ashoka (U.S.A)
  • · Asia Society (U.S.A)
  • · BHP Billiton (Australia)
  • · Barabasi (Hungary)
  • · Café Público (Santiago de Chile)
  • · Camila Falquez (NYC)
  • · Centro de Políticas Públicas UC (Chile)
  • · ComunidadMujer (Chile)
  • · Congreso Futuro (Chile)
  • · Copesa (Chile)
  • · Creo Antofagasta (Chile)
  • · Cámara Nacional de Comercio, Servicios y Turismo (Chile)
  • · Ediciones UDP (Santiago de Chile)
  • · Escenix (WorldWideWeb)
  • · Festival Internacional de Documental de Santiago (Chile)
  • · Félix Café (Chile)
  • · Gobierno Regional Metropolitano de Santiago (Chile)
  • · Hammam (Chile)
  • · Javiera Peón-Veiga (Chile)
  • · Jirafa Producciones
  • · Liguria (Chile)
  • · Los Héroes (Chile)
  • · Mc Court Global (U.S.A)
  • · Metro de Santiago (Chile)
  • · Michelle Bachelet (Chile)
  • · Ministerio de Educación (Chile)
  • · Ministerio de las Artes y las Culturas (Chile)
  • · Ministerio de las Culturas, las Artes y el Patrimonio
  • · Museo Benjamín Vicuña Mackenna (Chile)
  • · Museo Chileno de Arte Precolombino (Santiago de Chile)
  • · Museo Interactivo Mirador (Santiago de Chile)
  • · Pablo Ilabaca (Chile)
  • · Palacio Astoreca (Valparaíso)
  • · Parox
  • · Productora Fabula (Chile)
  • · Res Pública
  • · Revista Paula (Chile)
  • · SITE Santa Fe (New Mexico U.S.A)
  • · Santiago Metro (Santiago de Chile)
  • · Secretaría de Participación Ciudadana (Chile)
  • · Self Initiative (Chile)
  • · Senado de Chile (Chile)
  • · Telefónica (Santiago de Chile)
  • · Unfinished (NYC)
  • · Universidad Alberto Hurtado (Chile)
  • · Verde Sazón (Chile)
  • · Vincent Jullierat
  • · Vinilo Chileno (Chile)
  • · Álvaro Díaz (Chile)


Piedad Rivadeneira

Creative Director and Founder

Piedad was selected among the 10 most creative Chileans by El Mercurio . Her work has been recognized and awarded by Premio Chile Diseño, Core77 Design Awards, The Society of Publication Designers, NY and The Society of News Design. Before Felicidad, she was among the founders of the TV channel Rock & Pop, Art director at Revista Paula and creator of the emblematic Revista Fibra. She also founded the independent publishing house Los Libros Que Leo. She is self-taught.

Simón Sepúlveda

Design Director / Partner

Simon is a prolific artist. His work ranges across disciplines; from design, illustration, art direction, branding to textile design. He previously worked at Apple, Javiér Jaen, and Sagmeister & Walsh. He is a teacher of creative process in the Master of Visual Design at Elisava, Barcelona.  Simón was named as Young Gun (2019) as one of the 30 best creatives of the industry under 30 years old by the Art Directors Club in the U.S.A.

Magdalena Rivadeneira

Chief of Operations (COO)

Magdalena manages the company’s financial and economic growth, focusing on establishing changes that  save costs and eliminate inefficiencies, as well as handle the company’s human resources. As the finance manager of a creative studio, she finds cost-effective solutions that help reach the company’s creative goals. She graduated in Business Administration and has 25 years of experience in national and transnational companies.

Sandra Serra

Graphic and Motion Designer

Experienced graphic designer with an MA in Image Studies. Proven track record working for diverse clients including private institutions, NGOs, and social organizations. Specializes in motion graphics, delivering dynamic visual content for various purposes. Committed to producing impactful designs with a focus on creativity and effectiveness.

Antonia Guzmán

Graphic Designer

After her studies at the Diego Portales University, MAC Academy and Brother Argentina, Antonia has worked as an art director at Massive (Argentina), Auge Headquarter (Italy) and as a designer and art director at Escenix.

Consuelo Kehr

Journalist and Editor

Graduated at UDP and Complot Barcelona, Consuelo’s work focuses on content creation and editing. Her interests are culture, gender, education, history, music and others, and she has been an assistant professor at the UDP and UDD universities, as well as worked as freelance editor and writer on various projects.

Daniel Torres

Graphic Designer

After completing his education at UDD and L'Ecole de Design Nantes Atlantique, Daniel has collaborated with diverse chilean music artist and other cultural projects, working between design, audiovisual and illustration.

Pau Geis

Sr Graphic Designer

Based between Barcelona and London, Pau’s work blurs boundaries between disciplines, understanding communication and art direction through any media – be it sculpture, photography, film, objects or installations. He has collaborated with many artists, singers, fashion brands and institutions. His work has been exhibited in London (Piloto Pardo) and Feria CHACO (Santiago), and he has been a guest lecturer in universities such as UDLA, UNAB and UDP.

Déborah Vázquez

Project Manager & Coordinator

Publicist and design lover, with more than 10 years of experience in the area of marketing and communications, with extensive knowledge in strategy and branding for different areas. She developed professionally in different advertising and design agencies such as Promoplan, Porta 4, Ivestudio and Espinaca Advertising Agency.

Alfredo Duarte

Programmer and Designer

Fan of science, technology, music, and sound, Alfredo is a creative coding enthusiast passionated for knowledge. That search has allowed him to develop a set of tools that combines design, art, and code, as well as organize meetings and workshops in Santiago and exhibit at the MNBA, MAC, Espacio Fundación Telefónica, Demo Festival, Neo Shibuya among others.