Pili Fernandez Davila

Designer in Toronto, ON, Canada

Member since January 29, 2019

Pili is a hands-on digital designer with broad experience in product design, UX/UI, branding, and visual communication. She's been creating user-centered design solutions for brands, companies, and people around the world for the last 10+ years, working in partnership with developers, data scientists, and more.

Product Design UX Design UI Design User Interface (UI)Mobile UI User Experience (UX)Visual Design Information Architecture (IA)Usability Testing UX Research Platform Design Digital Product Design Branding Brand Identity Brand Design Show more

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Portfolio

Digital Design

Brand and Web Design Buenpuesto
- Web Design
- UX Design
- Brand Design
- Visual Identity
- Creative Thinking
- Creative Strategy
- Brand Guidelines
- Adobe CC
- Branding
- Brand Identity
- UI Design
Castle & Coal's New Branding and Packaging Design
- Branding
- Brand Design
- Brand Identity
- Visual Identity
- Packaging
- Package Design
- Brand Guidelines
- Brand Management
- Creative Design
- Creative Strategy
- Adobe Illustrator
- Figma
- Adobe Photoshop
Yesi Danderfer's rebranding
- Branding
- Visual Identity
- Brand Identity
- Brand Design
- Creative Design
- Creative Thinking
- Brand Management
- Logo Design
- Adobe CC
- Adobe Illustrator
- Adobe Photoshop
- Adobe InDesign
Paper Blossom's New Branding
- Branding
- Brand Identity
- Visual Identity
- Brand Design
- Brand Management
- Social Media Kits
- Packaging
- Package Design
- Web Design
- eCommerce Design
Thrive 2.0
- UX Research
- UX Design
- UI Design
- Market Research
- Product Design
- Digital Product Design
- Design Strategy
- Branding
- Brand Identity
- Interaction Design (IxD)
- Visual Design
- Design Systems
- Usability
- Usability Testing
- Design Language
- Visual Design Language
- Mobile Design
- InVision
- Sketch
- Adobe Illustrator
- Adobe Photoshop
- Food
- Hospitality
- Food & Beverage
- User Interface (UI)
- UI Audits
- UX Audits
- User Experience (UX)
Playground
- Design Systems
- System Design
- Leadership
- Management
- Design Reviews
- Mentorship
- Pattern Design
- UX Pattern Design
- Mobile Design
- Design Strategy
- UX Design
- UI Design
- Product Design
- iOS
- Android
- Food
- Food & Beverage
- Hospitality
- User Interface (UI)
- UX Audits
- User Experience (UX)
Bridge
- UX Research
- Market Research
- UX Design
- UI Design
- Product Design
- Web Design
- Responsive Design
- Platform Design
- Information Architecture (IA)
- Visual Design
- Interaction Design (IxD)
- Front-end Design
- Front-end
- InVision
- Sketch
- Adobe CC
- Adobe Illustrator
- Adobe Photoshop
- User Interface (UI)
- UI Audits
- UX Audits
- User Experience (UX)
- Web App Design
FanFood
- UX Research
- Market Research
- UI Design
- Mobile Design
- App Design
- iOS App Design
- Visual Design
- Interaction Design (IxD)
- Mobile Prototypes
- Information Architecture (IA)
- Mobile UI Design
- Mobile UX Design
- User Interface (UI)
- User Experience (UX)
Mismanos
- UX Research
- Market Research
- UI Design
- UX Design
- Information Architecture (IA)
- Interaction Design (IxD)
- InVision
- Sketch
- Visual Design
- Branding
- Brand Identity
- Responsive Design
- Responsive UI
- Web Design
- User Interface (UI)
- UX Audits
- User Experience (UX)
- Web App Design

Employment

Founder and Lead Designer
2019 - PRESENT
Random Pattern Studio
- Designed the brand and packaging of Castle & Coal. We officially launched the new brand in December 2020. The impact of the new brand on my client's business was incredible. Their sales increased exponentially.
- Designed and developed the eCommerce site of Altamar Ceramics. The website was built in Webflow, it has a CMS and it's 100% editable. This helped them transition as a business from offline to online, which was a huge success during the pandemic.
- Designed the website of Heroinas Peruanas, a non-profit that helps kids in need with educational material. After launching the website, HP started working with large non-profit organizations like UNESCO.
Technologies: Principle, Webflow CMS, Webflow, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Sketch, Figma, Android, iOS, InVision, Adobe CC
Head of Design
2019 - 2020
Clearbanc
- Led the design department, a job that encompassed product design, branding, and marketing design.
- Redesigned the company's existing digital products, such as the sign-up and application flow, the public website and the customer dashboard, and new solutions like a mobile app and a physical transaction card.
- Redefined Clearbanc's brand strategy and redesigned the company's visual identity.
Technologies: Lingo, Zeplin, InVision, Principle, Adobe Photoshop, Adobe Illustrator, Sketch
Product Design Team Lead
2018 - 2019
Compass Digital Labs
- Led and mentored the product design team (ten designers).
- Optimized methods for working, collaborating, and problem-solving.
- Defined goals and strategies with other team leads for products and the UX team.
Technologies: Sublime Text, WordPress, JavaScript, CSS, HTML, Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Senior Product Designer
2017 - 2018
Compass Digital Labs
- Co-led the product design team with the other senior product designer, handling management duties such as hiring new resources, approving time off, and evaluating team performance.
- Mentored intermediate and junior product designers and promoted best practices in usability, design, and collaboration.
- Scoped design work and built the design roadmap in partnership with product management and development.
- Led the strategy and work for the core product design system for our in-house products.
- Conducted design reviews with the team and stakeholders.
- Gathered user, business, data, and technical requirements for new projects.
- Ensured that modular design work was cohesive across all products.
- Led an internship program in partnership with OCAD University.
Technologies: WordPress, JavaScript, CSS, HTML, Sublime Text, Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Product Designer
2016 - 2017
Compass Digital Labs
- Led the food and hospitality design projects and coordinated with stakeholders, conducted user research and user testing, and redesigned and maintained the company’s in-house and custom products.
- Ideated, planned, and designed new user-centered solutions (including mobile and web apps, IoT solutions, and interactive spaces).
- Gathered business, data, and technical requirements for new projects.
- Created style guides and widget libraries. Developed responsive websites (front end). Explored new technologies, design trends, and behaviors.
- Designed and developed branding material for digital products.
- Guided and provided feedback to junior/intermediate designers.
Technologies: Sketch, JavaScript, CSS, HTML, Sublime Text, InVision, Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Lead Digital Design Consultant
2009 - 2017
Tondero Producciones
- Designed and developed digital communication strategies.
- Oversaw the visual communication and corporate identity of the company (graphic, multimedia, and web).
- Managed the company's social media accounts (Facebook, Twitter, and YouTube).
- Created digital campaigns, such as the video campaign “Artist of the week,” in which followers were invited by the artists to participate in weekly contests in order to obtain prizes.
Technologies: WordPress, JavaScript, CSS, HTML, Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Lead Interaction Designer
2015 - 2016
Feast Interactive, Inc.
- Created and developed creative concepts for online platforms, branding, and digital campaigns.
- Designed and developed digital, graphic, and/or interactive pieces for social media campaigns.
- Designed and developed responsive websites.
- Designed and developed a social media contest using platforms such as Woodbox and Wishpond and adapting their templates through HTML and CSS edits.
- Designed and developed responsive websites such as Sylvania’s websites, mini sites, emailing, and other online/interactive pieces.
- Planned and developed the user experience of interactive projects.
- Guided junior designers and assigned them tasks.
- Led UI projects from beginning to end for brands such as Kitchen Stuff Plus, Sylvania Canada, Canadian Tire, PartSource, University of Toronto, and High Performance Sports Medicine.
- Researched and tested new technologies, online trends, and new behaviors as well as design and coding updates.
Technologies: WordPress, JavaScript, CSS, HTML, Sublime Text, InVision, Adobe InDesign, Adobe Dreamweaver, Adobe Photoshop, Adobe Illustrator
Founder & Design Team Lead
2008 - 2015
Cafe con Leche
- Provided services in the areas of UI/UX design, visual communication (mostly for internal communication), and branding.
- Created and developed creative concepts and transformed them into design outcomes.
- Recruited and supervised the work team depending on the requirements of the project (this has provided me with the opportunity to work with professionals from different fields including programmers, designers, animators, photographers, and copywriters).
- Presented ideas and pieces to clients.
Technologies: Sketch, WordPress, PHP, JavaScript, CSS, HTML, Sublime Text, InVision, Adobe InDesign, Adobe Dreamweaver, Adobe Photoshop, Adobe Illustrator
Visual Communication Designer
2009 - 2013
FD Arquitectos & Urbanistas
- Designed and developed communication pieces and presentations.
- Managed the visual identity of the company.
Technologies: Sketch, Sublime Text, WordPress, JavaScript, CSS, HTML, Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Web Designer
2007 - 2008
SmartClick
- Created and developed concepts for web projects.
- Designed websites, banners, and multimedia CDs.
- Created illustrations (from sketches to completion of the artwork).
Technologies: Adobe Dreamweaver, Adobe Photoshop, Adobe Illustrator
Graphic Designer
2007 - 2007
Pasquale Hnos
- Designed promotional pieces for all the stores as well as the pieces for the internal and external communication of the company.
- Supervised the printing of the material and the installation of the indoor and outdoor advertising.
Technologies: Adobe InDesign, Adobe Photoshop, Adobe Illustrator

Other Experience

Keep It Tasteful: A Guide to Food App Design (Publication)
https://www.toptal.com/designers/ux/food-app-design
The pandemic has intensified the demand for online food ordering, and businesses are rushing to meet the need. With food apps increasing in popularity, providing an exceptional user experience is critical.

Education

Master's Degree in Design
2013 - 2015
OCAD University - Toronto, Canada
Bachelor's Degree in Communications and Advertising
2002 - 2008
Pontifical Catholic University of Peru - Lima, Peru

Certifications

Master of Design
JUNE 2015 - PRESENT
OCAD University
Web Designer Professional
OCTOBER 2012 - PRESENT
MediaPro Training Center
Online Businesses
MARCH 2009 - PRESENT
Universidad Ricardo Palma
Bachelor of Communications and Advertising
JUNE 2008 - PRESENT
Pontifical Catholic University of Peru

Experience

Strategy15 years
Brand Identity15 years
Branding15 years
Web Design15 years
Visual Identity15 years
Brand Design15 years
UX Design15 years
UI Design15 years

Location

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Designer in Toronto, ON, Canada

Portfolio

Employment

Founder and Lead Designer

Head of Design

Product Design Team Lead

Senior Product Designer

Product Designer

Lead Digital Design Consultant

Lead Interaction Designer

Founder & Design Team Lead

Visual Communication Designer

Web Designer

Graphic Designer

Other Experience

Education

Certifications

Experience

Location