Daniel Serrano
Verified Expert in Design
Visual & Branding Designer
Medellín - Antioquia, Colombia
Toptal member since October 29, 2015
Daniel is a capable UI and UX designer with a strong focus on design and extensive experience in branding and marketing. He exceeds in communicating with clients ensuring that the product meets the client's requirements. With an entrepreneurial background, he has a great eye for detail for product design and UX. Daniel has a great aesthetic eye but always keeps in mind to maintain high standards for the usability and functionality of a product.
Portfolio
Prestagente | Branding
Work Experience
Lead Product Designer
Snappr
- Worked with product owners and developers on features designed for a wide variety of users and devices.
- Created features and applications that helped the company expand to new markets.
- Built a design system from scratch and helped developers and other stakeholders understand it and use it.
Founder | Creative Director
Ampersand
- Met with clients to define and understand the company's real needs to achieve desired goals.
- Worked on the concept and visual identity for several brands from different industries concerning logos, stationery, and guidelines.
- Created wireframes, flowcharts, and visual designs for responsive websites.
- Worked on the function and design portion of mobile and desktop apps intended for diverse groups of users.
- Designed, animated, and edited corporate videos for explanatory and commercial purposes.
- Developed and maintained digital strategies that included inbound and outbound marketing channels (e.g., email marketing, blogs, or social media).
UX/UI Designer
Ubidots
- Developed the UX/UI style guide and the design systems to guarantee a consistent and coherent experience throughout the whole IoT product.
- Worked on the promotional side of the website, designed to acquire IoT users and launch their enterprise targeted products.
- Redesigned the web (desktop) app to improve the consistency and look and feel of the product in order to facilitate data analysis.
- Designed an IoT Android app to monitor and understand data collected by sensors—all without a line of code.
- Created icon sets, illustrations, and brand assets to help both growth and user engagement goals.
- Designed case studies that showed success stories told by software enthusiasts and makers.
Teacher of Campaigns II and Portfolio
Colegiatura Colombiana
- Taught other designers tools and techniques to achieve better creative results.
- Worked with diverse groups of people and guided them through a learning process that increased their abilities to create successful advertising campaigns.
- Mentored students to improve their technical skills and graphic criteria.
- Taught students the basic concepts of communication while working on challenging tasks such as non-commercial marketing and propaganda.
- Trained students in different forms of research and consumer understanding.
- Worked in highly creative environments full of inspiring ideas and brainstorming new approaches to common problems.
- Implemented gamification tools and techniques to increase engagement and extend the life of knowledge.
UX/UI Designer
OpenZNet (via Toptal)
- Designed apps for TV interfaces, overcoming challenges related to input devices and hardware limitations.
- Created animated videos to explain the interface's behavior, motion, and flows showing, at the same time, the remote's input.
- Created the UX and UI of the website, designed to promote OpenZNet and acquire enterprise clients.
- Developed the UX/UI style guide and the design systems to guarantee a consistent and coherent experience throughout the apps.
Co-founder and Chief of Marketing and Design
ScoreMat
- Led user research and product strategy by working with designers and developers.
- Developed wireframes and user interactions to get a more enjoyable and friendly game dynamic.
- Worked on user interfaces for multiple devices including smartphones, tablets, and desktop computers.
- Designed the desktop, iOS, and Android apps and led the marketing efforts.
- Created and managed digital strategies to enable user acquisition.
- Designed and maintained the inbound marketing campaign, that included SEO, social media, and content marketing.
- Managed the outbound marketing campaign, which included PR, email marketing, and events.
- Designed email templates and social media content.
Education
Bachelor's Degree in Advertising
Colegiatura Colombiana - Medellin, Colombia
Skills
Tools
Adobe Photoshop, Adobe Illustrator, Apple Keynote, Flash, Google Docs, Microsoft PowerPoint, Google Slides, Adobe Creative Suite, Adobe CC, Sketch, Mailchimp, InVision, Microsoft Office, Wix, Adobe Animate, Adobe After Effects, Adobe, Slack, Illustrator CC, Photoshop CC, After Effects CC, Miro
Languages
Visual Design Language
Platforms
Figma, Webflow, Shopify, Mobile, iOS, MacOS, Android, Web
Industry Expertise
Marketing, Real Estate, Consumer Products, Health & Wellness, Fashion & Beauty, Luxury Goods, Professional Services, Advertising, Technology, Hospitality, Sports, Healthcare & Insurance, Retail & Wholesale, Entertainment & Leisure, Investments, Food & Beverage, Restaurants & Dining, Pharmaceuticals
Other
Creative Direction, Conceptual Design, Logo Design, Consumer Branding, Brand Design, Brand Guidelines, Responsive Web Design (RWD), Mobile Design, User Interface (UI), Web Design, Branding, Animation, Design for Animation, Motion & Animation Design, Art Direction, Visual Identity, Print Design, Ideation, UI Branding, Brand Identity, UX Design, App Design, Mobile App Design, User Experience (UX), eCommerce, Design Systems, Color Schemes, Mockups, Color Palettes, Product Design, Software as a Service (SaaS), Typography, User Flows, Wireframing, Visual Design, Graphic Design, B2C, Direct to Consumer (D2C), Brand Strategy, Tone of Voice, UI Design, Style Guides, Web App Design, Landing Page Design, Presentation Design, Pitch Decks, Minimum Viable Product (MVP), Journey Mapping, Website Builders, WYSIWYG Web Builders, Landing Pages, Brand Books, PowerPoint Design, Brand Logos, Data Visualization, PDF Design, Icon Design, Presentations, Merchandise, Market Research, Shopify Design, eCommerce Design, Business Services, Package Design, Fundraising, SaaS, Software, Design, Custom Logos, UX Wireframes, Document Design, Color Theory, Graphics, Product Packaging, Packaging, Video Editing, Marketing Design, Prototyping, Apps, Shopify Customizations, Label Design, Beauty Products, Cosmetics, Illustration, Rapid Prototyping, Project Management, B2B, Mascot Logos, Advertising Technology (Adtech), LinkedIn Ads, Social Media, Artificial Intelligence (AI), Event Design, Event Stage Design, Search Engine Marketing (SEM), Edtech Design, Food Packaging, Production, Squarespace, Web UX, App UX, App UI, Websites, Web UI, Web UI Design, Web UX Design, Envelope Design, Rebranding, Workflow, Biotechnology
Experience
- Adobe Illustrator - 11 years
- Adobe CC - 11 years
- Branding - 10 years
- Adobe Photoshop - 10 years
- User Interface (UI) - 8 years
- Web Design - 8 years
- Mobile Design - 8 years
- Figma - 5 years
Tools
- Adobe Photoshop
- Adobe Illustrator
- Adobe CC
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