Charles Matthew Atos
Verified Expert in Design
Designer
Legazpi City, Bicol, Philippines
Toptal member since September 9, 2022
Charles is an expert brand strategist, product designer, and art director with 10 years of professional design experience in branding, marketing, and advertising. He has worked with SMEs, startups, and companies such as Coca-Cola, Netflix, Spotify, TikTok, ING, Unilever, Nestlé, H&M, Jollibee, and many more. Charles specializes in crafting winning stories and human-centric experiences through purposeful brand strategies and identity design, visual direction, and UI/UX design.
Portfolio
Work Experience
Art Director
Canva
- Collaborated with a diverse portfolio of global clients spanning various industries to develop customized designs aligned with their brand identities and objectives.
- Provided clients with strategic guidance and creative recommendations, empowering them to leverage Canva for Teams effectively and efficiently to achieve their business goals.
- Implemented a strategic approach to project execution, collaborating seamlessly with cross-functional teams to deliver optimized design solutions and suggestions.
- Ensured the consistent delivery of high-quality designs that adhered to clients' brand guidelines, maintaining the integrity and coherence of their visual identities.
- Developed robust, user-friendly templates designed to be adaptable and resilient, enhancing clients' experiences and workflows within the Canva platform.
- Contributed to ongoing enhancements and improvements within the Launch Crew team, fostering a culture of innovation and continuous refinement of service offerings.
- Facilitated engaging online training sessions and design-empowerment workshops for customers and stakeholders, equipping them with the knowledge and skills to maximize their utilization of Canva's features and functionalities.
Lead Marketing Designer
Alan's Factory Outlet
- Conceptualized and created various forms of visually captivating media, resulting in over 200,000 followers on Facebook, almost a million subscribers on YouTube with thousands of views per video, and three million monthly views on Pinterest.
- Spearheaded innovative social media advertising campaigns, conceptualizing and executing visually compelling designs that consistently exceeded client expectations, increasing engagement and brand visibility.
- Created storyboards, edited YouTube videos and Instagram Reels, and designed visually striking social media assets for Facebook, Pinterest, Instagram, and X (Twitter).
- Elevated the creative direction for multiple high-profile projects, showcasing a keen eye for design trends and emerging technologies and a deep understanding of market dynamics to stay ahead of the competition.
- Designed companies' brand identity, which includes logos, colors, typography, photography style, iconography, brand collaterals, and website UI.
- Transformed complex concepts into visually stunning and easily digestible graphics, effectively communicating brand messages and product features across various platforms.
Brand Strategist | Identity Designer | UI/UX Designer
Freelance
- Conducted extensive market research to identify customer behavior, market trends, appropriate marketing channels, customer demographics, psychographics, and competitor analysis.
- Worked collaboratively with studios and other freelance creatives to provide solutions such as website architectural design, UX direction, and product strategies for clients in the eCommerce business, SaaS development, and other industries.
- Performed market analysis, including competitors, industry, and user analysis, to develop and help brands implement strategic branding by recommending brand positioning, brand language and voice, keywords, and functional opportunities and framework.
- Designed result-oriented eCommerce stores, landing pages, portfolios, and corporate websites using Shopify, Webflow, and WordPress in accordance with the brand guidelines, user personas, market research, and user flow.
- Optimized and redesigned websites and apps to improve the brand's conversion rate, meet particular success KPIs, and amplify the overall visual impact of the digital product.
- Constructed usability guidelines and testing, user flow diagrams, and UX wireframes to be translated into UI designs presented in prototypes and mockups, and worked on performance optimization, minimizing loading times and improving user experience.
- Created brand advertising campaigns using creative marketing strategies, copywriting, art direction, and creative direction.
- Formulated digital marketing strategies that make brands stand out on social media, especially in advertising and content creation.
- Translated strategies into identity design, specifically logo, typography, colors, icons photography, illustrations, patterns, marketing collaterals, website and app UI/UX, product packaging, environmental design, and other branding applications.
- Provided accessible and comprehensive brand style guides that help stakeholders and designers maintain the consistency of the brand's image at all touchpoints.
Graphic Designer
Freelance
- Created various graphics and layouts for product illustrations, company logos, and poster designs with software such as Adobe Photoshop and Illustrator.
- Kept clients up to date, listened to and acted on feedback, and explained the rationale behind graphic design decisions.
- Developed concepts, graphics, and layouts, including making decisions about fonts, images, readability, and readers’ needs.
- Illustrated concepts by designing examples of art arrangement, size, type, and style and submitting them for approval.
- Liaised with external printers or production teams to ensure deadlines were met and the material was printed or presented to the highest quality.
Creative Director
CollabUX Web Solutions
- Conducted a thorough analysis of project requirements and user needs and designed the information architecture, outlining the site/application's structure and content organization.
- Developed wireframes and mockups to visualize the user interface (UI) and user experience and integrated third-party APIs (e.g., payment gateways, social media, and analytics tools) for enhanced functionality.
- Led a team of graphic designers, artists, and digital marketers in designing and developing website UI/UX design and marketing collaterals for clients such as Ayala Corporation, SM Investments, and BDO Unibank.
- Oversaw the team's work from conceptualization to execution of a website UI design, usability testing, user flow diagrams, and site publishing for the University of Santo Tomas Legazpi.
- Developed innovative strategies and value propositions like KPIs to measure success.
- Implemented human-centric strategies in UI/UX design using user and market research.
- Created storyboards and image sequences for animation and motion graphics used in video production to communicate ideas and strategies to executives, stakeholders, and clients.
- Spearheaded concept planning and strategic implementation of clients’ brand identity throughout social media and physical campaigns.
- Supervised all creatives and outputs to be presented to managers, supervisors, and stakeholders.
- Devised the UX workflows and prototypes and facilitated the team's brainstorming sessions.
Art Director
EOI Digital
- Managed a multi-functional team to develop creative and efficient advertising concepts, from design trends research and concept ideation to implementation.
- Designed and directed digital and printed ads for clients like Netflix, Spotify, ING Bank, Samsung, Nestlé, Unilever, TikTok, Toyota, Adidas, H&M, Jollibee Foods Corporation, UnionBank, Cebu Pacific Airlines, and San Miguel Corporation.
- Worked directly with the creative director to create storyboards and image sequences for animations, 2D and 3D motion graphics, television commercials, print materials, digital content, and animated web commercials.
- Facilitated team meetings and implemented strategies for clients to increase return on investment in sales by about 57% on average over four months using effective advertising design in marketing.
Graphic Designer
EOI Digital
- Designed graphic assets for marketing and collateral materials, including social media posts, packaging, campaign posters, and other printed promotional items for key clients such as Unionbank, TikTok, and Netflix.
- Created illustrations and digital arts to be utilized in advertising and visual communication.
- Helped in translating strategies into design through innovative ideas and applications.
Education
Bachelor's Degree in Chemical Engineering
Bicol University College of Engineering - Legazpi City, Albay, Philippines
Certifications
Webflow Certification
Webflow University
Consumer Neuroscience and Neuromarketing Course
Copenhagen Business School | via Coursera
User Interface Design Specialization
University of Minnesota | via Coursera
Google UX Design Professional Certificate
Google Digital Marketing and eCommerce Professional Certificate
Licensed Financial Advisor
Insurance Commission, Philippines
Branding: The Creative Journey Specialization
IE Business School
Graphic Design Specialization
California Institute of the Arts
Licensed Chemical Engineer
Professional Regulation Commission, Philippines
Skills
Tools
Adobe Photoshop, Adobe Illustrator, Adobe Experience Design (XD), Adobe InDesign, Microsoft PowerPoint, Adobe Creative Suite, Adobe CC, Milanote, Zoom, Google Meet, Photoshop CC, Google Slides, Illustrator CC, Photo Editors, Apple Keynote, Canva, Microsoft Word, Readymag Design & Development, Wix, Miro, Usertesting.com, Asana, Adobe After Effects, Trello, Slack, Jira, Adobe Premiere Pro, Procreate, Google Workspace, Krita
Languages
CSS, HTML
Platforms
Figma, Webflow, Google Ads, Adobe Suite, Web, Shopify, WordPress, YouTube
Industry Expertise
Marketing, Advertising, Healthcare, Life Insurance, Fashion & Beauty
Other
Creative Problem Solving, Research & Critical Thinking, Design, Leadership, Complex Problem Solving, User Experience (UX), UI Design, UX Research, App UX, Wireframing, Prototyping, Notion, Google Drive, Pinterest, Branding, Logo Design, Engineering Design, Web UX Design, App UI, User Research, eCommerce, Digital Marketing, Social Media Marketing (SMM), Advertising Design, Copywriting, Logotype, Corporate Branding, Brand Management, Concept Maps, Conceptualization, Market Research, Brand Strategy, Identity Design, Brand Identity, Illustration, Competitive Analysis, Customer Analysis, Visual Storytelling, Storytelling, Brand Marketing, Packaging, Web UI, Mockups, Art Direction, Creative Design, Design Direction, Creative Direction, UX Design, Food Packaging, Food Illustration, Digital Marketing Strategy, Visual Identity, Market Research & Analysis, Poster Design, Typography, Landing Page Design, Graphic Design, Brand Development, Naming, Social Media, Brand Guidelines, Design Thinking, Brand Design, Visual Concepts, Print Ads, Advertising Campaigns, Ideation, Digital Strategy, UI Research, Landing Pages, Box Packaging, Rebranding, Brand Positioning, Websites, Conceptual Design, Web UX, User Personas, UI Prototyping, UI Branding, Competitor Analysis & Profiling, Digital Creative Direction, Storyboarding, Digital Art, Digital Drawing, Product Design, Visual Design, B2B, Presentation Design, Design Systems, Marketing Design, Print Design, Digital Marketing Design, Business Card Design, Social Media Design, Web Design, Trade Shows, User Interface (UI), Pitch Decks, Responsive Web Design (RWD), Web Components, Template Design, Mobile UX, Digital Layout, PowerPoint Design, eCommerce UX, Visual Art, Digital Product Design, Web Architecture, UI Principles, User Journey Maps, User Flows, UX Architecture, High-fidelity Prototypes, Low-fidelity Prototypes, UI Style Guides, Quality Auditing, UI Audits, Usability Heuristics, Responsive UI, Content Management Systems (CMS), Heatmaps, Neuromarketing, Consumer Behavior, User Psychology, User Experience Strategy, UX Branding, UX Strategy, Dynamic Websites, Web Animation, eCommerce UI, Blogs, Web Design Principles, Corporate Websites, B2C, Business to Business (B2B), Direct to Consumer (D2C), Online Marketing, Marketing Campaign Design, Visual Assets, B2C Marketing, Marketing Collateral Development, Strategy, Digital Advertising, Paid Advertising, Facebook Ads, Instagram Ads, Digital Ad Design, Mobile Advertising, Banner Ads, Ads, Social Media Covers, Shopify Design, Instagram, Facebook, Web App Design, Design Leadership, Print, User Testing, Website Builders, Collateral Design, SaaS, Social Networks, Web UI Design, Banner Design, Email Templates, eCommerce Web Design, Enterprise SaaS, Customer Journeys, Color Theory, Style Guides, Infographics, Keynote Templates, Production, Clean Design, Company Naming, Tone of Voice, Brand Books, Imagery, Consumer Branding, Mobile First, Digital Design, Mood Board Design, Presentations, Image Retouching, Startups, Color Palettes, Architectural Design, Display Advertising, Email Design, Social Media Advertising, Videos, Email Marketing, Content, Video Ads, Video Design, Creative Advertising, Marketing Materials, Data Visualization, Content Creation, Content Strategy, Social Ad Design, PDF Design, Promotional Leaflets & Flyers, Social Media Kits, Pitch Deck Design, Vector Illustration, Ad Design, Project Management, Public Speaking, Communication, Squarespace, Financing, Ecosystem Design, Usability Testing, SEO Marketing, B2B Lead Generation, Environmental Graphics, Food Ordering, App Design, Taglines, Portfolios, Editorial Design, Digital Editorials, Event Identity Design, Environmental Design, UX Process, Motion Graphics, 2D Animation, User Paths, Data Analytics, UX Analysis, UX Direction, Conversion Rate Optimization (CRO), Search Engine Optimization (SEO), Software as a Service (SaaS), Shogun, A/B Testing, Video Editing, Ad Campaigns, Animation, Motion & Animation Design, Motion Design, Blockchain, Cosmetics, 3D Modeling, 3D Animation, UX Wireframes, 3D, Responsive UX Design, Web Forms, User Journeys, Public Health, Healthcare Services, Healthcare IT, Women's Health, Minimal UI, Color Grading, CapCut, Adobe Premiere, Sales Presentations, Email Template Design, Reels, TikTok, Digital Brand Identity, YouTube Banners, Graphics, Video Animation, Content-first Design & Development, Thumbnail Images
Experience
- Graphic Design - 10 years
- Branding - 10 years
- Art Direction - 8 years
- Digital Strategy - 7 years
- Advertising Design - 7 years
- Creative Direction - 7 years
- UI Design - 6 years
- UX Design - 6 years
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