Meet Jose Herrera

We had the good fortune of connecting with Jose Herrera and we’ve shared our conversation below.

Hi Jose, what was your thought process behind starting your own business?
Honestly, I didn’t start my business with a five-year plan or a vision board full of metrics. I started it because I had no other choice but to listen to my soul.

At first, I was chasing shortcuts. I wanted to find a fast way to make it—something that would get me out of survival mode quickly. But life humbled me. Over and over. Until I finally understood that there are no shortcuts to something meaningful. Only hard work, commitment, and a ridiculous amount of self-discipline.

I had to develop the guts to say no to the noise, to go to bed early, and wake up before the sun—every single day. There’s something powerful about rising while the world sleeps. It clears your mind, sharpens your focus, and reminds you that you’re serious about this path.

Starting my business became a way to reclaim my voice. It allowed me to merge design with intention, to work with people and brands that resonate with deeper values, and to infuse everything I create with presence and meaning.

It wasn’t easy. There were moments of doubt, and moments when I didn’t know how the bills would get paid. But every time I returned to my “why,” things aligned. I realized that being true to your inner compass will always open doors—even if they’re not the ones you expected.

At the core, this business is my offering to the world. It’s how I channel everything I’ve lived, everything I’ve learned—through discipline, darkness, light, and fire—into something that can serve others. Through design, through storytelling, or simply by being real.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
i would like to start back in 2017 when i was in medellin colombia and i decided to pack my bags and jump on that plane….
here we go:

I arrived in Miami with 200 bucks in my pocket and a fire in my chest. I spent 60 of those dollars on a SIM card because I knew I needed to be reachable—even if I had no idea who would call. I borrowed a bicycle and made a decision that shaped everything that came after: I wrote down the names of every design agency in South Miami and swore I would knock on every single door.

It wasn’t glamorous. It was sweat, hunger, and rejection. Twenty days passed. I had lost weight—not because I was trying to—but because I was running on pure will. No backup plan. No savings. Just an immigrant with a dream and a burning sense that I had something to offer.

One by one, those agencies said no—or didn’t say anything at all. Until I reached the last one on my list… and it was closed. I remember just standing there, numb and exhausted, staring at that locked door like it had just slammed shut on my last shot.

But right next to it, there was another place. Not on my list. Not planned. I walked in, asking for water—barely thinking straight. And that’s when I realized… it wasn’t a store, or a café. It was a design studio.

I asked for water. And I walked out with my first opportunity.

That’s how it began. Not with a business loan or a perfect portfolio—but with hunger, humility, and relentless fucking grit. I didn’t build my business from comfort. I built it from nothing—on borrowed wheels and faith.

People think discipline is waking up early or checking boxes. But real discipline? It’s walking through hell and still choosing to move forward when you’ve got nothing left. It’s bleeding for what you believe in. It’s being ready when the universe finally cracks open that one unexpected door.

And trust me… it always does.

————
Myslef , my brand and design is born from the deepest corners of my inner world. It’s not just visual—it’s a transmission of something I experienced that changed my life forever. On December 15, 2021, I went through something it felt like death and a rebirth because my herat litterally stopped, i even “wrote” a book aout it is called
INFINITE WHISPERS OF LIGHT, it on amazon just in case . That day cracked open my entire reality and led me into a spiritual awakening I couldn’t have imagined. Since then, everything I create—whether it’s 3d modeling, prototyping, or even a piece of furniture—is infused with that light.

What sets my design apart is that it comes from that place beyond words. I’m not interested in trends or surface-level aesthetics. I’m trying to create things that awaken something in others. A memory. A truth. A question. I want people to pause and feel. Whether it’s a 3d print, a rendering, or a prototype—my intention is to bring people back to themselves through thoughtful, soulful design.

Professionally, it’s been anything but easy. I left Colombia almost a decade ago with nothing but a suitcase and a lot of unresolved pain. I carried depression, anxiety, trauma—and for years I buried it all under work and survival mode. But something inside me refused to die. And eventually, that inner voice led me to heal, to create from a different space, and to finally share my story without shame.

One of the biggest lessons I’ve learned is that pain is not the enemy—it’s a teacher. And when you stop running from it, it becomes a portal. Another lesson is that you don’t need to be like everyone else to make it. You just need to be real, and let that truth ripple through everything you do.

If there’s one thing I want the world to know about me or my brand, it’s that I’m not here just to create beautiful visuals. I’m here to remind people that they are more than this physical form—that there is magic in them, even if they’ve forgotten. Everything I’ve lived, every tear and every insight, has shaped my voice as a designer—and now I’m using that voice to create a bridge for others to remember who they truly are.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend came to visit for a week, I’d want to show them the quiet magic that most people miss when they think of Miami.

Day 1: We’d start with sunrise at Bill Baggs Cape Florida State Park. It’s peaceful, almost untouched in the early hours. We’d walk the shoreline, maybe barefoot, barely talking—just listening to the ocean breathe. Breakfast would be something simple from a local spot like La Boulangerie in Key Biscayne.

Day 2: A solo kind of adventure—bird watching at Oleta River State Park or even Everglades National Park. I’ve recently gotten into it, and it really slows time down. There’s something sacred about watching these little creatures live without worry. We’d bring snacks, maybe sit under a tree and just watch the world move.

Day 3: Orlando day. We’d wake up early and head to the parks—probably Islands of Adventure or Hollywood Studios. I’m a huge fan of theme parks; they remind me of childhood, imagination, and the joy of being immersed in other worlds. After riding a few roller coasters and getting a little sunburnt, we’d drive back exhausted and happy.

Day 4: Recovery day—late breakfast, maybe Pura Vida in Edgewater. Then a visit to The Kampong or Fairchild Garden to reconnect with nature. The plants, the stillness, the tropical energy—it’s like therapy without the small talk.

Day 5: I’d take them to my favorite secret beach spot (can’t name it here, or it won’t stay secret). We’d pack fruit, cold water, and just exist. No plans. Maybe a journal, maybe just the waves. For dinner, something cozy like Cafe Bastille or even home-cooked.
Day 6: We’d explore a little of the city—Coral Gables for the architecture, Books & Books for inspiration, and maybe find a quiet bar or rooftop with a view, like Area 31, where you can feel above the chaos.

Day 7: One last slow morning—maybe return to the beach, or just sit on the porch with coffee and birdsong. Reflect on the week, talk about life and how it’s all kind of surreal. End with dinner somewhere we can laugh freely, maybe near the water, maybe just some takeout under the stars.

To me, the best version of Miami is the quiet one—hidden behind the noise, full of light, birds, and whispers from the ocean. That’s what I’d want them to remember.

Who else deserves some credit and recognition?
well , its never a lone journey and there is a lot of people that helped me out, but i want to point out specially to all my teachers they changed my life , thank you for sharing what you know and for all the patience that it takes, thank you for never letting me surrender. to all my friends and family as well.

Instagram: @nifi_9_5-@susurros_inifinitos_de_luz

Linkedin: https://www.linkedin.com/in/jose-herrera

Facebook: https://www.facebook.com/nifi95

Other: https://www.behance.net/jsherrera13a25

Image Credits
all images are personal.