Don't sell the drill,
sell the hole.

In a world where time is the most significant currency, it's not about the drill; it's about the hole. People seek experiences and solutions, not just products. Whereas SMB, CPG, B2B, corporate, or startups, I've dedicated my career to mastering that distinction and understanding that's what branding is all about.

As a passionate advocate for impactful design, I focus on powerful ideas that do more than drive conversions. Every brand has the power to inspire, lead, and make a lasting impression. With the right vision and resources, design becomes more than aesthetics; it becomes a tool for creativity, innovation, and connection.

This is my favorite thing to do.

Hola! I'm Fede. Creative Director & geeksigner and I use creative strategy and design to inspire change

Some of my favorite case studies.

  • I believe that any brand has the potential to inspire, lead, and leave a lasting mark. All you need is the opportunity, the vision and the right team. Each of these cases embodies this synergy. When design and innovation become a statement of great ideas connecting with a vision.

  • Turning Steps into Clean Water

    A 360 experience to allow everyone to participate in The Power of Clean collective initiative.

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  • A Coffee Brand Like No other

    A bold product transformed into a multicultural experience.

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  • Using Social to Build Brand Equity

    A narrative system for social to inspire users instead of loading them with product-related specs.

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  • Grocery Shopping Made Easy

    From the mobile app experience to the campaign to generate awareness and downloads.

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  • Using VR as a Training Tool

    Whirlpool’s technicians can train virtually from anywhere and still learn hands-on—gaining valuable expertise by simulating changing parts within the various appliances in virtual reality.

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A little of everything else

  • • Creative Strategy
    • Designing for Scale
    • Brand/Creative Audits
    • Production & Art Direction
    • Creative Operations
    • Training & Coaching

  • Craft cohesive digital brand identities that span diverse channels, offering strategic guidance and comprehensive guidelines to maintain consistency

    • Brand Strategy
    • Brand Architecture
    • Verbal Identity
    • Visual Identity
    • Brand Guidelines
    • Systems & Libraries
    • Brand Experiences

  • • Print and Digital PreProduction
    • Design Strategy
    • Visual Systems
    • Web Design
    • Interfaces
    • UX & UI
    • Photography Production
    • Presentation Decks

Featured
Corporate branding with a digital overhaul
Corporate branding with a digital overhaul

In this blog, I share how applying basic digital branding can significantly impact a boring traditional brand and update it to be more efficient in a demanding digital environment.
Discover how our strategies and creative design upgraded a traditional brand for online success, by updating the use of colors and their layout, we developed the next chapter of their brand and our success story.

A coffee branding like no other
A coffee branding like no other

As an Associate Creative Director, I led a transformative project for a century-old coffee brand. This success stems from a strong collaboration and innovative strategies, but mostly as a rare case when the opportunity, resources and the right talent meet to embark on a journey of making a unique coffee brand.

Squarespace + ChatGPT
Squarespace + ChatGPT

Discover how AI is transforming web design and content creation on Squarespace. Learn about AI-driven website structures, content generation, and SEO enhancements. Join us as we explore the future of web design with ChatGPT. Read now!

Words of inspiration.
Words of inspiration.

Some words of inspiration for designers and creative people

PartyBolda Font
PartyBolda Font

Free Download. PartyBolda Font. This is the newest version of PartyBolda. Revised in 2022 with Fontself Maker.

A smart UI for easier grocery shopping
A smart UI for easier grocery shopping

"A Smart UI for Easier Grocery Shopping." We delve into innovative user interface design that's streamlining your grocery store visits. Join us on this tech-savvy journey to see how a well-crafted UI transforms the shopping experience.

Brutalist design is killing innovation
Brutalist design is killing innovation

– As marketers, we have never had so much reach… but forgetting that users are people first leads to the same bland experiences that you see everywhere, killing your relevance as a brand.”

My “10,000-hour rule” web design version
My “10,000-hour rule” web design version
HKJC multi-touch table
HKJC multi-touch table

4 offices, 3 continents, huge PSDs, and pages of pages of wireframes were on this. I was lucky to be part of the design team of such an amazing project. And, of course, it’s always amazing when your work gets on the news!!