Sergio is available for hire
Hire SergioSergio Ordonez
Verified Expert in Design
Designer
Málaga, Spain
Toptal member since February 20, 2017
Bio
Sergio is a creative graphic-web designer and illustrator with more than 18 years of experience as a freelancer—providing cutting-edge graphics and interfaces to brands like Toyota, Hasbro, Salesforce, DBS bank, and Nestlé. He thinks that design should communicate but also decorate. This illustrative approach to design is his distinctive and unmistakable feature. Sergio specializes in illustration, branding, and graphic and web design with a focus on gaming.
Experience
- Cartoons - 18 years
- Illustration - 18 years
- Game Art - 15 years
- Character Design - 15 years
- UX Design - 10 years
- User Interface (UI) - 10 years
- Gamification - 8 years
- Figma - 4 years
Portfolio
Pokermania
Desktop Web DesignUser Interface (UI)Theme CustomizationCharacter Design2D GamesGamification+ 2 more
Pixlwise
CartooningIllustrationMobile Web DesignDesktop Web DesignCharacter Design
Booty Gaming
Desktop Web DesignMobile Web DesignWireframingUser Interface (UI)IllustrationCharacter Design+ 2 more
Discount'd
eCommerce UXDesktop Web DesignMobile UX
Work Experience
Freelance Visual Designer | UX/UI Expert
2003 - PRESENT
Self-employed
- Provided graphic design services to small and large companies, utilizing my expertise in creating cartoon-style illustrations and logos for clients such as Hasbro, Nestlé, DBS Bank, Salesforce, Maersk, Toyota, and McCormick.
- Created fun and creative WordPress websites for the past 15 years, consistently delivering high-quality work that met each client's unique needs.
- Delivered expertise in gamification, retro gaming, and social gaming, with a strong understanding of UX and UI design principles.
Technologies: Adobe Illustrator, Adobe Photoshop, Figma, Miro, Graphic Design, Cartoons, HTML, CSS, Packaging, WordPress, Custom Logos, Branding, Logo Design, Print Design, Vector Design
Brand & Digital Experience
2024 - 2026
Kustermans
- Designed a custom business intelligence dashboard that transforms CSV exports into interactive reports, consolidating revenue across business units. Built with HTML, JavaScript, VS Code and Claude to deliver fast, lightweight, actionable analytics.
- Designed and integrated the ROLLER Software checkout into the website, optimizing booking flow, UX, and conversion. Supported the migration from Aluvii to ROLLER while ensuring a seamless, brand-consistent purchasing experience.
- Built a seasonal acquisition system using landing pages and Mailchimp to capture subscribers before each harvest. Improved audience quality through cleanup, segmentation and anti-spam measures, increasing seasonal email acquisition by over 10x YoY.
- Built a scalable WordPress attractions system using Custom Post Types, ACF, taxonomy filters, and dynamic grids. Structured content enables reusable, filterable listings, seasonal visibility, and simplified long-term content management.
- Created a unified brand system across web, mobile, and print, including the website, signage, maps, tickets, brochures, and promotional materials, ensuring a consistent customer experience throughout the entire visitor journey.
- Created a seasonal visual system where the brand mascot evolves to represent each event and season, reinforcing brand recognition and connecting campaigns, attractions, and guest communications across every customer touchpoint.
- Engineered an HTML-to-PDF publishing workflow using VS Code and Claude AI, enabling the same structured HTML content to generate both responsive web pages and high-quality print-ready PDFs from a single source.
- Designed a scalable visual identity system for farm attractions, creating custom logos and assets that extended the master brand across signage, maps, safety communications, marketing materials, and digital platforms.
Technologies: Adobe Illustrator, Adobe Photoshop, Advanced Custom Fields (ACF), WordPress, Elementor, AI Integration, Dashboard Design, Technical SEO, Branding, Brand Strategy, Email Marketing, Mailchimp, roller software, POS, Content Strategy, Funnel Marketing, Cartoon Character Design, Custom Logos, Cartoons, Illustration
Game Designer
2021 - 2023
DBS
- Developed gamification strategies as a UX/UI specialist that increased user engagement while promoting good financial habits.
- Validated design solutions through user research and prototypes, communicating my work to stakeholders at all levels. Designed a tailored UX/UI, defined tasks, managed projects, and ensured deadlines were met.
- Designed interfaces and interactions, serving as a link between Toptal members and DBS. I facilitated collaboration between animation, front end, and development teams, delivering assets for development.
Technologies: Game Design, Figma, Design, Illustration, Animation, Game Art, 2D Games, Wireframing, User Interface (UI), User Experience (UX), Character Design, Gamification, Cognitive Psychology, Behavioral Design, User Psychology, Psychology, Cartoons, Trello, Video Games
Visual Designer
2016 - 2021
3e60
- Created the official mascot character Jameel for the professional Saudi Arabian football league sponsored by Toyota and designed the character in various attitudes and poses.
- Created different collateral designs for Toyota, including illustrations of the Jameel mascot, visuals for animation films, car decals for Toyota events, t-shirts, and banners.
- Created visuals for pitching Toyota's events in the Middle East.
- Designed the official sports mascots for all teams in the Saudi Arabia professional football league and others football clubs in Spain, Egypt, and Italy.
Technologies: Adobe Illustrator, Adobe Photoshop, Illustration, Character Design, Cartoons
UI Designer | Visual Designer
2013 - 2016
A4D
- Transformed wireframes the UX team leader provided into visually appealing designs for the startup Alley UI, aiming to make learning branding skills a fun and engaging experience for users.
- Created all the characters and background illustrations featured in the game and the collateral designs used to promote it.
- Developed the branding guidelines for the game and ensured their proper application across various collateral designs.
Technologies: Adobe Illustrator, Adobe Photoshop, Figma, Illustration, User Interface (UI), Wireframing, Game Design, Character Design, Gamification, Cartoons, Trello, Video Games, User Experience (UX), UI Design
Lead Concept Artist
2012 - 2012
GREE
- Played a key role in the conceptualization of GREE's new social game, providing the winning proposal for GREE's internal contest.
- Handled the concept art for characters, environments, and further avatar development according to the company's style guidelines and design processes.
- Led a team of two artists and provided art direction to ensure that all visual elements of the game aligned with the overall vision and brand.
Technologies: Adobe Illustrator, Adobe Photoshop, Illustration, Illustrator CC, Game Assets, Character Design, Cartoons, Video Games
Art Director
2010 - 2012
Pokermania
- Handled the graphic web design, illustrations, brand identity, and UI.
- Played a key role in the conceptualization and adaptation of the app's interface for new clients.
- Engaged in budget creation and finding and managing artists for specific projects.
Technologies: Adobe Illustrator, Adobe Photoshop, Illustration, User Interface (UI), Wireframing, Illustrator CC, Game Assets, Character Design, Gamification, Cartoons, Trello, Video Games
Lead Artist
2006 - 2007
Funrise Toy
- Handled the art direction for several brands, including POG Games, Doctor Dreadful, and Hedbanz.
- Budgeted and managed resources as the lead artist on large projects.
- Specialized in the creation of brand identity and packaging.
Technologies: Adobe Illustrator, Adobe Photoshop, Illustration, Character Design, Cartoons, Packaging
Junior Graphic Designer
2004 - 2005
Producciones Merlin
- Collaborated effectively with teams across different departments, including marketing, engineering, and product management, to ensure alignment on project goals and successful outcomes.
- Successfully managed multiple projects from start to finish, ensuring timely delivery while maintaining high-quality standards.
- Developed skills in concept art, creating detailed and visually compelling artwork to bring ideas and concepts to life. Used a variety of techniques, including sketches and painting, to produce high-quality visuals.
Technologies: Adobe Illustrator, Adobe Photoshop, Graphic Design
Education
1999 - 2003
Bachelor´s Degree in Psychology in Psychology
Malaga University - Malaga, Spain
Certifications
OCTOBER 2021 - PRESENT
B.E. Wiser Program: Behavioral Science Course
BVA Nudge Consulting
Skills
Tools
Adobe Illustrator, Adobe Photoshop, Illustrator CC, Trello, Miro, Sketch, Mailchimp, Advanced Custom Fields (ACF)
Platforms
Figma, WordPress
Languages
HTML, CSS
Other
Gamification, Cartoons, Game Assets, Cartooning, Graphic Design, User Interface (UI), Illustration, Branding, Game Art, Character Design, Custom Logos, Logo Design, Print Design, Vector Design, Game Design, Desktop Web Design, Mobile Web Design, Wireframing, User Experience (UX), Packaging, Video Games, UX Design, Theme Customization, 2D Games, eCommerce UX, Mobile UX, Cognitive Psychology, Psychology, Behavioral Design, Behavioral Science, User Psychology, Design, Animation, Prototyping, Project Management, User Testing, Cartoon Character Design, Habit Loops, UI Design, Brand Strategy, Information Architecture (IA), Elementor, Technical SEO, Content Strategy, Marketing Automation, ROLLER Software, Data Visualization, AI Integration, Dashboard Design, Email Marketing, roller software, POS, Funnel Marketing
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