Contact us

The human orbit

The human orbit

The human orbit

The human orbit

The human orbit

The human orbit

The human orbit

We believe that humans are complex and fascinating.
That context shapes us, and at the same time, we shape it.
That's why our name, the “you” within “universe”: the uniqueness
of each individual within the culture that surrounds them.
When brands understand this,
they connect better with their consumers, succeed, and grow.

Trends

What do we do

We deeply
understand people

With diverse methodologies and teams, driven by curiosity, sensitivity, and—we admit it—a bit of nerdy soul. We uncover fresh, original, powerful insights rooted in people and culture. We use everything that works: the traditional, the new, the human, and the technological. It can be focus groups, surveys, consumer journeys, semantics, cultural codes, planning, thick data, or ethnographies. Our goal? To go beyond and help brands connect with their audiences—whether consumers, clients, or other key audiences. And (this matters!) we present it in an inspiring way.

Decoding
the future
in real time

We identify trends, future signals, and emerging patterns that redefine what people will expect from brands. Our TREND LAB is a constantly updated radar that maps innovations, disruptions, new trends, and consumer profiles across multiple categories—before they go mainstream. From leading-edge consumers to new aspirational values, we spot them early so brands and businesses can seize the opportunity.

 

Strategic thinking
in action

We design and facilitate strategic journeys and workshops that help brand teams explore new perspectives on their business. Through disruptive case studies, consumer insights, competitor trends, city immersions, or live expert voices, we create dynamic experiences that challenge, inspire, and spark the creativity needed for innovation. More than just sessions, these are idea accelerators—designed to help brands think differently and act with a future-forward vision.

Turning data
into insights

It’s not just about analyzing existing information—it’s about uncovering new opportunities: innovative promises, unexplored territories, and impactful ways to stand out. We transform data into insights that challenge, inspire, and mobilize teams, bridging knowledge with strategy and action.

Crafting authentic
brand voices

We design brand narratives that give voice and purpose to brands, creating strategic communication territories that resonate with context and audience. Brand manifestos that capture brand essence and vision with clarity and impact. Workshops & talks to empower teams with engaging storytelling tools—no B.S. Messaging that transforms into stories—inspiring, mobilizing, and building strong brands.

 

How we do it

People
Culture
Strategy

Who we are

Ximena Díaz Alarcón

Ximena Díaz Alarcón

CEO & CO—FOUNDER

Full-life reader, curious by nature and profession, Ximena has been passionate about reading books, contexts, consumers, and trends for over 20 years. As Co-Founder & CEO of YOUNIVERSAL, she helps brands understand what people want… even before they know it themselves. She is the Academic Director of the Executive Program People-Centric Business Design (Universidad Di Tella) and a professor at MIND (UDESA), Culture Lab (FLACSO), and the Escuela Superior de Creativos Publicitarios. Ximena has spoken at SXSW (Austin), +Cartagena, and other events, and is a columnist for business media and streaming shows. Recognized as a Leading Woman by Ad Age and Adlatina, she holds a Master’s in Social and Political Anthropology (FLACSO) and is a PhD in Sociology (Candidate).

Ramiro Fernández

Ramiro Fernández

CHIEF STORYTELLER & CO—FOUNDER

Ramiro is a journalist with a degree in Political and International Sciences and a true pioneer in the digital world, with over 25 years of experience in New Media. He holds a postgraduate degree from Stanford and has studied at Columbia University. He was among the creators of the first websites in Latin America, leaving an indelible mark on the region’s digital transformation. He led digital development at MTV Networks and Discovery Networks Latin America, among other corporations. For over 20 years, he has been a professor of Journalism and New Media at UCA, as well as Storytelling at MIND and digital transformation at Digital House, Pompeu Fabra, and Salzburg. He is a speaker at global conferences such as SXSW and a strategic content consultant for leading brands. His purpose is clear: to ensure messages connect, directly and effectively.

Soledad Rotela

Soledad Rotela

GENERAL PROJECTS DIRECTOR

Sole has spent nearly 20 years mastering the game of marketing and strategy—whether in business or on the tennis court (where she’s also a champion). Today, she advises public and private companies, helping them plan their next big move. Previously, she explored mass consumption trends across LATAM and led new business units at Grupo Clarín, expanding its market. She holds an MBA from Ditella and a Market Research diploma from UCEMA. A natural strategist and growth hacker, she blends innovation, creativity, and flawless execution. Leadership and strategic planning are in her DNA. If there’s a challenge, Sole is ready to smash it with an unstoppable drive.

Sabrina Scolnic

Sabrina Scolnic

HUMAN-CENTRIC KNOWLEDGE DIRECTOR

Sabrina feels just as comfortable traveling across Latin America in a motorhome as she does working in teams and building bridges to design solutions that drive sustainable business growth. With 20 years of experience in Marketing, Strategy, and Consumer Insights at companies like Coca-Cola and Disney, she has deepened her understanding of people as consumers, clients, and citizens, constantly challenging the status quo with innovation and agility. She holds a degree in Advertising (UP), a postgraduate degree in Psychology, Marketing, and Public Opinion (UBA), and has completed training in Leadership, Coaching, Innovation, and Behavioral Design (UDESA).

Waldo Toneguzzo

Waldo Toneguzzo

SENIOR PROJECT DIRECTOR

Is it possible to be an advertiser, pharmacist, jeweler, entrepreneur, and also a huge fan of cooking, reading, and traveling? Waldo can! He began his journey as a Pharmaceutical Technical Director, but his passion for advertising took over. He was a director at OgilvyOne Spain, General Account Director at Havas Worldwide, and led the digital transformation of Ogilvy & Mather Argentina as General Account Director. Passionate about creativity and innovation, he has been a speaker and jury member at advertising festivals. His strengths include team coordination and leadership, analytical thinking, storytelling, being married to Graciela, and being the proud dad of Luján and Martina.

Agostina Botelli

Agostina Botelli

FUTURE HUNTER

Agostina lives in a constant state of exploration. Advertising, communication, creativity, and research are not just her work—they’re her way of seeing the world. Her future hunting radar is always on, spotting trends before they go viral and building communities where ideas come to life. With a background in Social Anthropology, creative advertising (Escuela de Creativos), and an International Certification in Digital Marketing and Data (UCEMA), she knows how to read culture, tell engaging stories, and make data speak. A cat lover (they chose her, not the other way around), she believes the best strategies challenge the obvious and that creativity has no limits… except when a cat decides to lie on the keyboard.

Juliana Cuadrado

Juliana Cuadrado

TREND HUNTER

Juliana doesn’t just spot the future—she builds it. As the founder of the NGO Salve o Mar in Brazil, she fights plastic pollution and protects marine life. With 20 years in coolhunting and trend research, she has explored industries like sustainability, technology, food & beverage, and beauty, always staying one step ahead. A Visual Communication graduate from UP, for Juliana, trends aren’t just followed—they’re created.

Federica Gimeno

Federica Gimeno

LIFE STYLE & FOOD

Federica knows how to see the stories behind trends. With a perspective that blends Psychology and culture, from the foodie world to content creators, she listens beyond the obvious. She studies Psychology at UCA and applies her talent not only to consumers but also to social causes. Curious by nature, she is a food journalist at MALEVA, a culture and lifestyle magazine, and a content creator for niche brands, with sharp insight into the food industry. She specializes in spotting trends, innovations, and unique experiences that transform the way we enjoy food and everyday lifestyle. Federica believes there’s always a new place, flavor, or idea waiting to be discovered.

Sofia Jaime

Sofia Jaime

SOCIAL SCIENTIST

Sofía holds a Ph.D. in Sociology from the University of California, Irvine, and an MRes in Social Sciences from Universidad Carlos III de Madrid. She specializes in research methodologies, algorithmic fairness, and digital demography. She has collaborated on social impact projects with TECHO and teaches at UBA. Her research has been published in international forums, addressing inequalities and algorithmic justice. With certifications in data privacy and academic recognitions, her work bridges society, technology, and data to generate impactful knowledge.

REGIONAL & GLOBAL REACH

expert network

Top of the game
for each project

Trend Analysts. Semiologists. Anthropologists. Sociologists. Qualitative & Quantitative Analysts. Digital Experts. Cultural Insiders. Innovation & Strategy Planners.

OUR EXPERIENCE