Francesca has over a decade of experience building products from ideation to launch, seamlessly integrating the brand across the customer journey. A creative with a unique hybrid skill set — UX, UI, creative direction, editorial photography, and brand strategy — Francesca has worked for Fintech unicorn N26, and Berlin's leading lifestyle brands Outfittery and 8fit. She has experience leading remote creative teams.
Designed user-friendly and mobile-first websites and applications using an end-to-end product design approach.
Acted as an authoritative voice that provided product and design suggestions to clients as needed. This included, if appropriate, research, testing, design sprints, front-end development, product management, and product thinking.
Designed and re-implemented corporate identities, including logos, signatures, taglines, primary and secondary colors, typography, logo packages, and brand books.
Managed client relationships and expectations by providing solutions that benefit both the client and their users. Clients included early-stage startups, all the way to established companies.
Technologies: UI, User Research, Mobile UI, MVP Design, Wireframing, eCommerce, Web Design, User Experience (UX), WordPress Design, Fintech, User Interface (UI), UX Design, Responsive Design, Product Design, Product Designer, InVision, Sketch, Figma
Art Director and Visual Designer
2020 - 2020
Alchemy of Breath
Set the new brand art direction (typography, color palette, photography, and graphics).
Implemented the new brand identity, brand book, and brand guidelines.
Created social media and communication templates for different touchpoints.
Technologies: Canva, Brand Identity, Art Direction, Branding, Sketch, Adobe Suite
2019 - 2020
Hired and led the creative team (graphic designer, copywriter, photographer).
Led the rebranding and the company's new brand identity.
Led the creation of the brand guidelines (visuals and copy) and the final brand book.
Set processes for collaboration between the marketing and the design departments.
Led the creative team (design, copy, photography, and motion).
Set the design system and new visual guidelines (graphics, motion, and photography).
Streamlined the creative processes for collaboration between marketing, design, and product.
Established the creative and art direction of photography and videos.
Ensured the level of excellence in all creative work produced and executed is consistent, cohesive, and stays on-brand.
Technologies: Startups, Brand Identity, Design Leadership, Art Direction, Branding, Ad Design, Creative Direction, Adobe Suite, Sketch
Brand Team Lead
2017 - 2018
Ideated and conceptualized the 360 international campaign.
Oversaw the creative direction of the campaign. Developed new ideas and articulated artistic rationale to support creative concepts and direction.
Led the brand team of eight full-time employees and several freelancers (copy, design, video).
Led the photo shoots in collaboration with studio and agency for casting and styling.
Balanced frictions and needs within our company's business goals, market viability, and technical feasibility.
Technologies: Startups, Brand Identity, Design Leadership, Art Direction, Branding, Fintech, Logo Design, Ad Design, Creative Direction, Adobe Suite, Sketch
Senior Product Designer
2017 - 2017
Led UX and UI for a new premium app section and card product, delivering a clean and uncluttered look and feel based on research, testing, and enhancing visual design to appeal to a trendsetting user base.
Framed the design to be in-line with our new target market; used flows, colors, and copywriting that are meaningful and appealing to the target market.
Supervised the branding and art direction of the premium experience (from the app UI, landing pages, packaging, teaser videos, and social media).
Led the launch strategy which resulted in the card's sold-out in one week during the beta launch.
Worked across different teams and in an agile environment, collaborating efficiently with multiple stakeholders.
Technologies: UI, User Research, Mobile UI, MVP Design, Wireframing, Web Design, User Experience (UX), Fintech, User Interface (UI), UX Design, Responsive Design, Product Designer, iOS UI Design, Product Design, Adobe Suite, Flinto, Marvel, InVision, Sketch
Senior Product Designer
2016 - 2017
Worked, as the senior product designer, on new user interfaces for mobile and web apps for Outfittery.
Specialized in service and eCommerce experiences.
Used human-centered design through research, user testing, wireframing, and prototyping.
Technologies: UI, User Research, Mobile UI, MVP Design, Wireframing, eCommerce, Web Design, User Experience (UX), User Interface (UI), UX Design, Responsive Design, Product Designer, iOS UI Design, Product Design, Adobe Photoshop, Marvel, InVision, Sketch
2015 - 2016
Performed user research for a smart home device, including heuristic evaluation, user interviews, and competitive analysis.
Defined navigation, user workflows, and layouts focusing on usability.
Developed wireframes, interface mockups, and a final Marvel prototype.
Designed user interfaces for tablet and mobile devices.