I am Jhoana Ronceria Alba, a graphic and web designer based in Medellín, born in 1980. I’ve lived through every technological shift: from the Atari to online gaming, from the beeper to smartphones, from dial-up internet to fiber optics, and from pencil drawing to creating entire worlds in seconds with artificial intelligence.
Although I grew up in Medellín, I spent a lot of time in Bogotá because much of my family is from there. At home, everything felt Bogotan; outside, everything felt paisa. I only realized this recently when I noticed that my daily habits—even the food I buy and cook—don’t fully align with the local culture. Still, I adore Medellín. I’ve seen different parts of Colombia and a few places abroad, but I wouldn’t leave this city for anything.
I hold a degree in Fine Arts from the National University of Colombia and a Technical Degree in Graphic Design from CESDE. I also began Culinary studies, which I plan to finish later on. I worked in the same company for 17 years, and even though I had small side jobs, leaving that job was the best decision I ever made. This past year has been a time of maturity—a chance to understand many things about my life that I had overlooked in the rush of daily routine. From that process came the ideas behind the projects presented on this website:
Pakari — Consulting and Marketing for Women Entrepreneurs
This project was born from witnessing how unfair the labor market can be for women. I don’t stand on extremes; I simply acknowledge reality: we are often undervalued and underpaid despite having the same capabilities. For years I accepted excessive workloads, thinking it was my fault, until I realized I was not in the right place. Then I blamed the company, but eventually understood that my inexperience played a role too. Today, I want to help women avoid the mistakes I made and support them through my expertise in visual design and branding.
Medellín.co — Colombian Cuisine Gastro Tour
This idea came to me after taking someone to a Pacific-region restaurant here in Medellín. I love Colombian food in all its diversity, and I know Medellín is becoming increasingly tourist-oriented. I want visitors to experience authentic flavors from different regions, along with a historical and cultural walk that is safe, slow-paced, and full of lesser-known but genuine places—not just the typical Botero Plaza, Pueblito Paisa, or Guatapé Rock. It will start in Spanish, with plans to expand to English later. My goal is to introduce people to the real, everyday Medellín and inspire them to explore the rest of Colombia.
Nonna Tere — Unique Jams, Preserves, and Salads
When I began my Culinary studies, what started as a hobby slowly became a passion. My brand is a tribute to my maternal grandmother, Ana Teresa Roa. Even her simplest coffee tasted unique. She passed away when I was 20, and I still feel her absence deeply. I never learned her recipes, but I remember saving my appetite on days I visited her because I wanted to enjoy everything she prepared. I’ve never met anyone who cooked like her. This brand is my way of honoring her.
Nodos — Support for University Student Entrepreneurs
This year I’ve spent a lot of time at the National University and the University of Antioquia for courses and other activities. I noticed many students running small businesses—far more than in my time. That’s how this idea was born. I want to help by sharing what I’ve learned: where to start, what mistakes to avoid, how to approach personal finances (I made enough mistakes to learn the hard way), and the practical knowledge we all need but often don’t receive—understanding contracts, valuing one’s work, emotional management, and entering the job market.
Noir — Marketing and Training for Artists and Art Students
This project is connected to the previous one but focused on art students. I once had some recognition for my artistic work, but personal circumstances led me to step away. Now I’m returning to art, studying what has evolved and what remains the same, and helping artists navigate the creative market.
Kaiyana — Conscious Eating Community
I once weighed 110 kilos and lost 40 through discipline and healthier habits. My health is better than ever. I love sweets, but I can go days without sugar now. It was hard, but I did it. Losing weight doesn’t require expensive powders or complicated products—just learning how to eat. Every body is different, but there are principles that help many people. That’s what I want to share.
Benkadi — Personal, Mental, and Emotional Well-Being
Last year I went through a midlife crisis. I didn’t even know what it was until I was in the middle of it. It filtered my relationships, beliefs, habits, and priorities. I discovered podcasts, books, and content that helped me, and I want to share them with others going through emotional challenges. I’m not a professional—just someone who believes we need to talk more and disconnect less from each other.
Vincent Catdog — Souvenirs and Products for Cat and Dog Lovers
During this emotional year, I grew even closer to animals. I’ve always loved them, but now they’re my everyday companions. I don’t throw birthdays for my cats, but I do like giving them small gifts. I also had Benji, my French poodle, for 17 years, so I know about dogs too. I think many people feel the same way, and this project is for them.
Icthus Design — My Professional Brand
My main brand and the professional foundation of everything I create. Here I bring together my experience in graphic design, web design, branding, and visual communication to give life to both my projects and those of others.
This is my introduction so you can understand who I am and the purpose behind each of my projects. I’d love to know what you’d like to learn, so I can see how I can help.
Warm regards,
Jhoana
