Cardinal is a human-centered design consulting firm.

Based in Buenos Aires, Cardinal brings extensive experience leading research and innovation projects in Latin America.

We operate at the intersection of human-centered design, behavioral sciences, and business strategy to solve our clients' most cardinal challenges.


Camila Offenhenden

Executive Director

Camila is a designer with specializations in strategy, user research, and service design. With over 10 years of experience, she has worked with technology, entertainment, media, fintech, and fashion companies, as well as several government institutions. Prior to this, she was involved in various design studios and served as the Operational Sub-Manager at the Metropolitan Design Center for the Government of Buenos Aires. Camila holds a degree in Industrial Design from the University of Buenos Aires (UBA) and has taught at multiple universities. Currently, she is a tenured professor for Design Lab 3 and 4 in the Bachelor of Design program at Universidad Torcuato Di Tella (UTDT).

Fernando Oneto

Director of Client Services

Fernando is a designer specialized in Business Strategy, with over 15 years of expertise. He accompanies global and regional organizations to help them identify new business opportunities, with a focus on innovation in their value proposition and the design of compelling customer experiences. Fernando has worked with a range of top-tier clients, including Banco Galicia, Google, Meta, AB InBev, YPF, 3M, BASF, and the Government of the City of Buenos Aires. Prior to his role as Business Design Manager at Accenture Song (formerly Fjord/INSITUM Accenture), Fernando served as part of the Smart City Undersecretariat (GCBA) and the Industrial Design Center (INTI).

Mónica Arbeláez

Director of Operations

Mónica is a design strategist, researcher, and innovation practitioner with over 15 years of experience. She helps companies better understand customers' needs and aspirations and translate this deep understanding into business opportunities to improve or create new products, services, and experiences. She has extensive experience in design research and innovation projects for Fortune 500 companies and public services in Latin America. She also has experience in design education as a professor in both undergraduate and postgraduate programs. Mónica holds a master’s degree in Communication Design from the University of Buenos Aires, Argentina.

Martin Zabaleta

Executive Advisor

Martin is a design and innovation leader with over 20 years of experience delivering design and business insight to global brands, emerging startups and the public sector through a human-centered design approach. He has held leadership positions at major design and innovation consulting firms IDEO, Fjord and INSITUM and has collaborated with leading organizations such as Mondelez, AB InBev, Coca-Cola, Danone, Renault, LEGO, Itaú, BBVA, Banco Galicia, VISA, Mastercard, DIRECTV, Meta, Pinterest, Wikipedia, PedidosYa, AbbVie, Bayer, BASF and YPF, among others. Martin holds a Master of Design (MDes) Degree from the Institute of Design (IIT) in Chicago.

Let’s talk: hello@cardinal.la