VISUAL DESIGN
Designing clarity that can scale.
20+ years turning complex products, brands and business needs into visual systems people can understand and teams can actually use.
BRIDGING strategy, craft & production
From art direction & brand systems to campaigns, presentations and digital experiences.
Visual Systems
Building flexible visual systems that keep brands consistent across teams, channels and customer touchpoints.
Campaign Design
Turning products, positioning and business goals into clear campaign ideas people can quickly understand.
Creative Direction
Guiding visual direction from first concept through final execution, keeping strategy and craft connected.
Scalable Production
Creating reusable templates, libraries and workflows that help teams move faster while protecting quality and consistency.
PIPEFY
CASE
STUDY
B2B SaaS
2020–2021
Marketing Creative Director &
Motion Designer Lead
Scaling communication without losing the brand.
Intro
Pipefy was growing fast across markets, verticals and teams. Marketing needed to produce more campaigns, sales needed better tools to tell the product story, and the visual language needed to feel consistent wherever customers encountered the brand.
The challenge was not simply creating more assets. It was creating a system capable of producing more without making Pipefy feel fragmented.
challenge
Pipefy is a workflow automation platform used across different industries and business functions.
As demand increased, so did the number of campaigns, audiences, formats and internal requests.
The design team needed to support that growth while keeping the communication recognizable, flexible and easy to produce.
MY ROLE
I led the visual direction and built a shared marketing design system in Figma and After Effects. The goal was to create a practical source of truth that connected brand, campaigns, sales communication and motion while giving designers enough structure to work consistently and enough flexibility to create.
The library grew to more than 500 components and was used by six designers across marketing, sales and internal communication.
The images & animations on this page where created by me as a creative direction of the entire communication apllied through 2020-2021.
structure
Instead of treating every campaign as a new visual problem, I created a framework around three communication roles:
Pain: Show the problem clearly.
Brand: Create recognition and establish the voice of Pipefy.
Solution: Make the value of the product easy to understand.
Color, composition and imagery could change according to the audience, but the communication logic remained consistent. That gave the system flexibility without losing identity.
verticals
On top of the core system, I developed visual directions for key business verticals including Finance, HR, Marketing and Customer Success.
Each one could speak more directly to its audience while still feeling unmistakably Pipefy.
branding
The same foundation supported landing pages, campaigns, sales decks, leadership presentations, internal communication, social content and video.
IMPACT
The result was more than visual consistency. The system helped a growing organization communicate faster, tell a clearer product story and scale creative production without turning design into an assembly line.
500+
screens
Reusable Figma + After Effects components
50+
campaigns
Produced annually across multiple languages
30%
increase
Higher asset creation efficiency
112%
AAR
Inbound team annual revenue attainment
UX Cloud Console Team
2024 - 2025
Visual Designer (NDA)
Complex technology needs clear communication. Embedded with a UX team working on AI powered cloud products for a global audience, I helped translate research, product concepts and technical ideas into visual communication that could work across teams, cultures and stakeholders.
Wiser Brand Synergy
2014 - 2020
Senior Motion Designer / Art Director
One visual language across a growing brand ecosystem. Across six years with Wiser, I worked across art direction, campaigns, digital communication, brand assets and motion, helping multiple brands communicate consistently while supporting a high volume creative operation.
Digital Campaigns
2021 - Present
Visual Design, motion graphics & video editing for mobile games, app promotions, and digital campaigns. Work includes playable ads, product videos, and social content for gaming and consumer tech clients worldwide.
UX Support
Research visualization, prototype development & stakeholder decks
See Work
About Me
Motion Design
Design By
For Humans
Clarity creates trust.
Systems create scale.
Good visual design helps
people understand what matters.
It creates hierarchy, removes
unnecessary complexity and gives
communication enough consistency
to feel familiar without becoming repetitive.
The best system is not the one with the most rules.
It is the one that helps people make better decisions.
👁️
Clear enough
Making the important thing obvious and information easier to navigate.
↔️
Flexible enough
Creating systems that work across audiences, formats and changing needs.
🔗
Strong enough
Building consistency that creates familiarity without limiting expression.
🧱
Practical enough
Designing systems that survive real teams, deadlines, production and change.
🛡️
Design For Trust
Visual design builds trust when information is clear, systems are consistent and every touchpoint feels intentional.
