With over 20 years of strategic design leadership and creative direction, I have defined and designed meaningful brand experiences relevant to people and impactful for the business.
I combine a Human-Centered approach, deep digital expertise, and an interdisciplinary attitude to develop solutions that integrate people's motivations, research, technology, culture, and design thinking.
My Brand Experience Creative Director expertise includes digital innovation and simplifying complex interactions into rewarding experiences.
I'm comfortable leading and mentoring diverse teams. I've done so on global and local projects with branding, design systems, CX, UX/UI, and product/service design challenges.
I've collaborated with visionary entrepreneurs, innovative startups, and global brands like Boden, Capri Sun, Diageo, Google, Ikea, New Line Cinema, Philips, Piaggio, Politecnico di Milano, Saudi Telecom Company, TSB Bank, Uber, and Zurich.
Beyond design, I love art and symbolism, cooking for friends, stargazing, and tweed jackets.
Values
Design serves human needs for safety, understanding, achieving and experiencing beauty.
Specialties
Human-Centered Design. Digital Innovation. Simplification. Strategic Design and Thinking. Growth attitude. Relationships and Mentoring. Brand as experiences. Experiences as branding.
Skills
Strategy
Insights and Audiences. Use Cases, Jobs-To-Be-Done. Journeys and Mapping. Information Architecture. Design Research. Cultural Aesthetics. Styles and Trends. Technology sizing.
Ideation
Workshop ideation and facilitation. Design Thinking methodologies and tools. Design Sprint. Prototyping.
Design
Branding. Identities. Design Systems. Experiences Design. Service Design. Product Design. Omnichannel CX, UX, UI.
Hands-on
Adobe Illustrator, InDesign, Photoshop, XD. ChatGPT. Claude. Figma. Microsoft Excel, PowerPoint, Word. Midjourney. Miro. Mural. Perplexity.
Education
Service Design Masterclass
(Royal College of Art, London)
History of Art
(Unipg 1308, Perugia)
Thinking
Design Thinking is b******t. Or not?
My Talk at C Space London.
