Born in October 15th 1974. Son of Francisco Zermeño, a public accountant, and Martha Jiménez, an assistant office born  in a little town called Mochitlan, Guerrero, Mexico. His parents met each other in Mexico City and after their married, in 1959, they raised four children being Gustavo the youngest.

From 1993 to 1996 he studied in the National School of Plastic Arts in UNAM (Universidad Nacional Autónoma de Mexico). His first job as a graphic communicator was in 1997 in the design area at a government institution: Mexico’s tax administration service (SAT).

He graduated as a Graphic Communicator in 1998 thanks to his thesis advisor’s help, PHD in visual arts Maria Elena Martínez Duran. After his graduation, from the year 1998 to 2000, Gustavo, with 24 years old, associated with one of his best friends and colleague and opened their own design laboratory which they called Boomerang.

They worked for important brands as Daymler Chrysler, Nelson Vargas Acuatics and Wall Street Institute. Parallel he worked as a graphic follower at Televisa which is the biggest television broadcast company in Mexico, for the Special Services area developing all kind of media processes.

In 2001 he took the decision to left Boomerang and Televisa behind in order to began a new career opportunity and get advertising experiences. Gustavo started to work as an Art Director Assistant in Y&R Mexico handling the account of Aeromexico, Mexico’s largest airline.

In 2002, after his trip to Italy, returned to Mexico City and began working at the Advertising Agency Clemente Cámara & Asociados as an Art Director for Nissan. At this job, he enjoyed the opportunity of being part of a great work team composed of Argentinian guys who left him an amazing learning about creativity. At CC&A, Gustavo could work with recognized photographers, artists, and all kind of processes in advertising.

From the years 2004 to 2006 worked as Junior Art Director at the Advertising Agency Gaudelli MCW for accounts like Telmex and Telcel, the largest Mexican companies of telecommunications and cellular service provider respectively, CPTM (Mexico Tourism Board) and other important Mexican brands.

In 2005 his team won two Eagles Awards for Telcel’s advertising campaign “Ya estás” used in printing advertising and TV spots.

After working hard during the last five years in CC&A and then at Gaudelli MCW, a Mexican friend invited him in 2007 to work together, at his own advertising agency On Fire Communications, as Senior Art Director and Creative. From then until now they have been working for Loteria Nacional, Grupo Modelo and MasterCard®, among another important Mexican and international brands.

In the year 2011 Gustavo traveled to Spain, France and England, during this trip he had the opportunity to met old friends and travel for second time to Europe.

In 2013 began to develop a new personal project, he create the brand gooseink® and wrote the first of three books: “Dichonario Mexicano Vol. I” a compendium of everyday words (slangs) that are not yet registered in traditionals dictionaries. In early 2015 the second volume of the collection “Dichonario Mexicano Vol II” was released and in 2016 the last volume: ”Dichonario Mexicano Vol III”. Books are available in a famous book store of Mexico City called Gandhi, and its own web page

Currently, GOOSE is preparing the new and last Dichonario Black, besides another new projects like Espiralia and El Manual del Soltero.