About.
New York, NY
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Background
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15+ years shaping products, brands, and the systems that connect them.
Common Factor is led by Alfonso Ponce de Leon, a Uruguayan-born, New York–based product and brand designer with an active art practice. His work spans healthcare technology, entertainment, media, and B2B SaaS — from directing product design at Fabric Health to shaping the first product and brand for Onboard AI. That range, paired with a fine arts background and a habit of making work outside of client projects, shapes how Common Factor approaches every engagement: with both rigor and craft.
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Who we’ve worked with
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We’ve worked with teams across healthcare, entertainment, SaaS, and emerging tech — from first product to market launch.
A few of the companies we’ve partnered with along the way.
Onboard AI
Particle Health
Subscribe Pro
Good Dog
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Our story
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Common Factor started with a simple observation: early-stage teams keep solving the same problems separately — product, brand, positioning — when they should be solving them together.
After more than a decade working across startups, studios, and product teams in healthcare, entertainment, and tech, the pattern was clear. Founders with strong engineering talent kept stalling on the product and brand decisions that would define how their company showed up in the world. Common Factor was built to close that gap — a small, focused partner that connects strategy, design, and identity from day one, and moves at the speed early teams actually need.