Felipe Villarreal, Designer in Maringá - State of Paraná, Brazil
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Felipe Villarreal

Bio

Felipe is driven by a passion for creating meaningful experiences. As a creative consultant, he helps purpose-driven businesses design solutions that enhance lives. With 20+ years in creative innovation, he combines strategy, human-centered design, and strong relationships to build brands and launch products across SaaS, fintech, energy, telecom, and eCommerce. Felipe partners with founders and execs to align user needs with business goals, thriving in ambiguity from discovery through delivery.

Portfolio

Work Experience

Co-founder & Director of Design

2023 - PRESENT
Magnifico Creative
  • Designed an oil and gas executive dashboard, improving real-time monitoring and reducing reporting/response time by around 25%.
  • Redesigned telecom internal tools, streamlining outage workflows and reducing task time for engineers by around 30 %.
  • Established scalable design patterns and information architecture to support future product expansion.
  • Defined UX strategy and product direction for SaaS and enterprise platforms, aligning stakeholders and reducing product ambiguity.
Technologies: Adobe CC, Figma, Framer, Slack, Trello, Miro, Microsoft Teams, Mobile UX, Mobile App Design, Web Design, Design Thinking, Strategy, Design Systems, UI Design, User Experience (UX), Logo Design, Dashboard Design, Adobe Illustrator, Adobe Photoshop, Visual Design, Art Direction, UX Design, App UI, Product Design, User Experience Design, AI Design, Wireframing, Journey Mapping, Layout, Conceptual Design, User Interviews, hi-fi prototype, Research Synthesis, User Personas, eCommerce Design, Rebranding, Mobile Apps, Digital Design, Web App Design, Prototyping, Rapid Prototyping, Software as a Service (SaaS)

Creative Design Consultant and Founder

2018 - 2023
FV Creative Co.
  • Partnered with JPMorgan Chase to evolve and maintain their design system across Figma and Zero-height, improving consistency and scalability across products.
  • Designed an Advisor Fund Recommendation tool, including an investment heat-map analysis feature that enabled advisors to interpret large datasets and identify higher-performing JPMC products more efficiently.
  • Conducted workshop sessions with internal design teams and stakeholders to define and prioritize design solutions aligned with business goals.
  • Contributed to Verizon’s conversational design system, enabling scalable AI-driven experiences.
  • Contributed to Harley-Davidson's eCommerce redesign, elevating UI/UX, establishing a scalable design system, and expanding customer engagement.
Technologies: Google Drive, Slack, Adobe CC, InVision, Figma, Sketch, Logo Design, UI Design, Iconography, Branding, Visual Design Language, User Experience (UX), Visual Design, Web Design, Mobile UI, Mobile UX, Mobile Design, User Interface (UI), Sitemaps, Mobile App Design, Strategic Design, Wix, Design, Mobile UX Design, Mobile Prototypes, Mobile UI Design, Zeroheight, Dashboard Design, Adobe Illustrator, Adobe Photoshop, Art Direction, UX Design, App UI, Product Design, User Experience Design, AI Design, Wireframing, Journey Mapping, Layout, Conceptual Design, User Interviews, hi-fi prototype, Research Synthesis, User Personas, PowerPoint Design, WordPress Design, Rebranding, Mobile Apps, Digital Design, Web App Design, Prototyping, Rapid Prototyping, Software as a Service (SaaS)

Lead Visual Designer | Freelance

2019 - 2020
Droga5
  • Worked as part of the creative team on designing the worldwide website for a top motorcycle company.
  • Served as the lead designer, ensuring consistency across a series of workstreams.
  • Developed with the visual design team a digital visual language that adheres to and elevates the brand's new look within the digital space.
  • Designed key pages and components, including the site's main navigation and checkout flows across five breakpoints.
  • Collaborated with developers to ensure proper execution of the design experience.
Technologies: Principle, Adobe CC, Sketch, InVision, Visual Design Language, User Experience (UX), Visual Design, Web Design, Mobile UI, Mobile UX, Mobile Design, User Interface (UI), Sitemaps, UI Design, Mobile App Design, Iconography, Strategic Design, Design, Mobile UX Design, Mobile Prototypes, Mobile UI Design, Dashboard Design, Adobe Illustrator, Adobe Photoshop, Art Direction, eCommerce, UX Design, App UI, User Experience Design, Wireframing, Layout, Conceptual Design, hi-fi prototype, Mobile Apps, Digital Design, Web App Design, Prototyping, Rapid Prototyping

Lead Visual Designer

2018 - 2019
Idean
  • Created concepts according to business and customer requirements.
  • Visualized and conceptualized user experiences and visual prototypes.
  • Worked interactively with different design teams on delivering projects for different platforms and devices.
  • Conducted workshops and brainstorming sessions with internal design teams and clients to define visual design direction, present visual concepts, and elaborate on design decisions made.
  • Developed style guides that could be utilized and followed by other design team members.
Technologies: Google Drive, Slack, Adobe CC, InVision, Sketch, Visual Design Language, User Experience (UX), Visual Design, Web Design, Mobile UI, Mobile UX, Mobile Design, User Interface (UI), UI Design, Mobile App Design, Iconography, Strategic Design, Design, Mobile UX Design, Mobile Prototypes, Mobile UI Design, Dashboard Design, Adobe Illustrator, Adobe Photoshop, Art Direction, UX Design, App UI, Product Design, User Experience Design, Wireframing, Journey Mapping, Layout, Conceptual Design, User Interviews, hi-fi prototype, Research Synthesis, User Personas, PowerPoint Design, Mobile Apps, Digital Design, Web App Design, Prototyping, Rapid Prototyping

Visual Design Lead

2014 - 2018
Fjord (acquired by Accenture)
  • Conveyed service design methodologies and outcomes into visually engaging and strategic experiences.
  • Assisted in designing a future vision platform concept of the employee experience for a significant human capital management company.
  • Established a visual style and tone for communicating insights and concepts for a major audio technology and product company.
  • Designed the brand, visual language, and UI/UX of a startup concept app for a major insurance company focused on the freelance community.
  • Worked as part of the line management and mentor team, overseeing six people.
Technologies: Microsoft Office, Adobe CC, InVision, Sketch, Logo Design, Visual Design Language, User Experience (UX), Visual Design, Web Design, Mobile UI, Mobile Design, User Interface (UI), Sitemaps, UI Design, Mobile App Design, Strategic Design, Design, Mobile Prototypes, Mobile UI Design, Adobe Illustrator, Adobe Photoshop, Art Direction, eCommerce, UX Design, App UI, Dashboard Design, User Experience Design, Wireframing, Journey Mapping, Layout, Conceptual Design, User Interviews, hi-fi prototype, Research Synthesis, User Personas, PowerPoint Design, eCommerce Design, Mobile Apps, Digital Design, Web App Design, Prototyping

Senior Art Director

2012 - 2014
Acquity Group (acquired by Accenture)
  • Created mobile and desktop visual design experiences for clients, including Destination XL Group, Kipling, C. Wonder, Mayflower Van Lines, Payless, and others.
  • Collaborated with various members of the organization, including project managers, interaction designers, digital strategists, copywriters, client partners, front-end developers, and development teams.
  • Presented work at various stages of the project timeline to internal teams and key client stakeholders.
Technologies: Microsoft Office, Adobe CC, Web Design, UI Design, Mobile App Design, Adobe Illustrator, Adobe Photoshop, Visual Design, Art Direction, eCommerce, User Experience (UX), UX Design, App UI, Dashboard Design, Wireframing, Layout, Conceptual Design, eCommerce Design, Digital Design, Web App Design, Rapid Prototyping

Senior Art Director

2006 - 2012
The Vidal Partnership
  • Collaborated with various clients, including national brands like Johnnie Walker, Buchanan's, Heineken, Heineken Premium Light, Sprint, Wendy's, Johnson & Johnson, Kraft Foods, and The Home Depot.
  • Advised on the production of below-the-line digital and direct marketing.
  • Facilitated and directed brainstorming, concept creation, art direction, and client presentations.
  • Guided clients using presentations in English and Spanish.
  • Coordinated with internal production teams and vendors to execute campaign and brand strategies, including sponsorship programs, motion graphics, animated and live TV spots, microsite/web/banner design, packaging, and logos.
Technologies: Microsoft Office, Adobe CC, Web Design, UI Design, Mobile App Design, Adobe Illustrator, Adobe Photoshop, Visual Design, Art Direction, Logo Design, eCommerce, UX Design, App UI, Layout, Conceptual Design, eCommerce Design, Digital Design

Education

2000 - 2005

Bachelor of Fine Arts Degree in Graphic Design

Mason Gross School of the Arts, Rutgers University - New Brunswick, NJ, United States

Certifications

JUNE 2018 - PRESENT

Building Brands with Purpose: Gold Standard Level

New York University

Skills

Tools

Sketch, Adobe Photoshop, Adobe Illustrator, Slack, InVision, Miro, Adobe CC, Microsoft Office, Principle, Flinto, Photoshop CC, Illustrator CC, Wix, Trello, Zeroheight

Languages

Visual Design Language

Platforms

Figma, MacOS, iOS, Demandware

Industry Expertise

Healthcare & Insurance, Automotive, Retail & Wholesale, Insurance, Technology, Human Resources (HR)

Other

eCommerce, Digital Illustration, Branding, Logo Design, Strategic Design, User Experience (UX), Mobile App Design, Art Direction, UI Design, Graphic Design, Conceptual Design, Iconography, PowerPoint Design, Web Design, Visual Design, Typography, Layout, Mobile UI, Mobile Design, Design, Mobile Prototypes, Mobile UI Design, Product Design, User Experience Design, Digital Design, Prototyping, B2B, UX Design, Responsive Web Design (RWD), UIKit, Digital Experience Design, Component Libraries, Service Design, User Interface (UI), Journey Mapping, Digital Art, Research, Wireframing, eCommerce Design, WordPress Design, Design Thinking, Data Visualization, App UI, Dashboard Design, Color Theory, Creative Thinking, Mobile UX, Mobile UX Design, User Interviews, Mobile Apps, Web App Design, Rapid Prototyping, Software as a Service (SaaS), Bootstrap, Google Drive, Icon Design, Startups, Desktop Web Design, Rebranding, Blog Design, Vector Illustration, Layout Design, Responsive Design, Lifestyle, Customer Service, Infographics, Platform Design, Agile, Art History, Photography, Design Systems, Sitemaps, Framer, Squarespace, Microsoft Teams, Strategy, Discovery, UX Research, hi-fi prototype, AI Design, Research Synthesis, User Personas, Teams

Experience

  • Visual Design - 20 years
  • Visual Design Language - 20 years
  • Art Direction - 20 years
  • Web Design - 15 years
  • UI Design - 14 years
  • User Experience (UX) - 12 years
  • Dashboard Design - 10 years
  • Strategic Design - 7 years
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