Felipe is available for hire
Hire FelipeFelipe Villarreal
Verified Expert in Design
Designer
Maringá - State of Paraná, Brazil
Toptal member since June 27, 2019
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.
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
Portfolio
Harley-Davidson eCommerce Redesign
eCommerce DesignWeb DesignComponent LibrariesResponsive DesignVisual Design LanguageUser Interface (UI)+ 24 more
Small Business Insurance Branding and App
Service DesignVisual DesignVisual Design LanguageUser Experience (UX)User Interface (UI)Branding+ 31 more
Future Customer Experience Vision
Service DesignVisual DesignVisual Design LanguageArt DirectionUser Interface (UI)Iconography+ 16 more
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), Canva, Artificial Intelligence (AI), User Journeys, iPad, Data Visualization, User Flows, Financial Services, User Research
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), User Journeys, iPad, Data Visualization, User Flows, Financial Services, User Research
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, User Journeys, iPad, User Flows
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, User Journeys, iPad, Data Visualization, User Flows, User Research
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, User Journeys, iPad, Data Visualization, User Flows, User Research
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, User Journeys
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, Canva, 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, Responsive Design, 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 Systems, Design, Mobile Prototypes, Mobile UI Design, Product Design, User Experience Design, Digital Design, Prototyping, User Journeys, iPad, 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), Artificial Intelligence (AI), User Flows, Financial Services, User Research, Bootstrap, Google Drive, Icon Design, Startups, Desktop Web Design, Rebranding, Blog Design, Vector Illustration, Layout Design, Lifestyle, Customer Service, Infographics, Platform Design, Agile, Art History, Photography, Sitemaps, Framer, Squarespace, Microsoft Teams, Strategy, Discovery, UX Research, hi-fi prototype, AI Design, Research Synthesis, User Personas, Teams
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