Creative Direction / International Digital Strategy / AI Workflows

Selected projects 2017 — 2025
Enterprise SaaS homepage — creative direction and web design
Enterprise brand portal and design system
B2B campaign slide design
01 / Enterprise SaaS

Tenovos

Creative Director & Marketing Operations / 5 years
Five years as part of the marketing team behind a complex enterprise platform — shaping the creative and helping win the business behind it.

As Creative Director I’m part of the marketing team, working with the CMO, CEO, VP and marketing management across positioning, product content, decks, website, events, video and SEO. I work in digital strategy too, not just design — that’s the part that wins new business.

Together with the marketing team I helped win RFPs for clients like Canon, Mattel and Skechers — pitch narrative, decks and the creative that closed them. On events: sponsor at DAM Europe twice and DAM New York, plus OFFF 2017 as an attendee.

RFPs won with the team — Canon, Mattel, SkechersNew business
Website, landing pages and WordPress systemsDigital production
Sponsor at DAM Europe ×2 and DAM New YorkEvents
AI workflows for direction, SEO and brand consistencyInternal tooling
ReferenceSal Hakimi — VP
LinkedIn
Logo exploration and brand redesign
Logo construction and grid
Product communication visuals
SaaS website hero and brand system
02 / Fractional Creative Leadership

Ottimate

Fractional Creative Director & Senior Designer / 1.5 years
A rebrand isn't just a look. It's a system that has to work — across identity, content, website, decks, and team.

As Fractional Creative Director I helped shape the rebrand strategy with the internal team — from visual direction to how the new identity actually took shape across touchpoints.

Over eighteen months I worked on brand, website, decks, templates, and event materials, partnering closely with the internal team and the agency partners.

Rebrand strategy, web direction, presentation systemFocus of the work
Fractional role embedded in the internal teamHow I worked
AI-assisted production and reusable templatesProcess
Agency coordination and creative quality controlGovernance
ReferenceMichael Waldron — CMO
LinkedIn
Energy sector visual identity and brand system
Energy sector supporting visual
Energy sector campaign visual
03 / Energy & Investment

UCIG

Creative Director & Senior Marketing Lead
The challenge was credibility: build a visual presence on par with the market — and the commercial conversations — the company was about to open.

I redesigned the company's visual presence: logo, website, internal identity, presentations, merchandising, and trade-fair materials.

The work showed up in international negotiations, investment tables, and executive communication between Rome and Dubai.

Logo, identity and visual systemBrand foundation
Website and executive presentationsCommunication system
Fairs, booths and merchandisingEvent production
Rome – Dubai executive contextInternational markets
ReferenceBahlul Bahlulzade — Executive Leadership
LinkedIn
Energy sector brand visual
Energy sector supporting brand visual
Energy sector wide campaign visual
04 / Energy Operations

UCIG Energy

Marketing Operations / Website & Rebrand Direction
A new business area needed a clearer system for its brand, website, and commercial materials.

I led the setup of the new website and the rebrand, working the connection between communication, business development, and investor materials.

The goal was practical: make the offer more legible, more credible, and ready for conversations with stakeholders and potential partners.

Rebrand coordination and content architectureMarketing operations
Website planning and productionDigital platform
Investor materials and business presentationsBusiness support
Cross-team execution and stakeholder alignmentGovernance
ReferenceBahlul Bahlulzade — Executive Leadership
LinkedIn
Healthcare brand and marketing system
Healthcare brand supporting visual
Healthcare wide campaign visual
05 / Building a startup

Stemwell

Fractional CMO & Creative Director
From zero to first revenue: brand, story, sales tools, and operational processes — built together.

I built the brand, the marketing strategy, the CRM, sales operations, presentation systems, and the materials for the first customer acquisition wave.

The project moved between Colombia, Dubai, and Rome — creative direction and hands-on operations together — through to the company's sale.

Brand, positioning and go-to-market strategyFoundation
CRM implementation and sales operationsInfrastructure
Team training and first-client materialsCommercial execution
Built through to the company saleBusiness outcome
ReferenceBahlul Bahlulzade — Executive Leadership
LinkedIn
Cybersecurity global campaign and packaging
Security product iconography and design system
Cybersecurity advertising and motion design
06 / Cybersecurity

Avira / Norton

Senior Marketing & Motion Designer / 10 years
Production at global scale teaches discipline: behind every asset, there has to be a system.

Packaging, iconography, motion, advertising, localization, and campaign production with international teams.

One of the most formative chapters for understanding how brand, product, and performance live together at large scale.

Worldwide packaging and campaign assetsProduction
Iconography systems across the Avira / Norton transitionVisual system
Motion design, advertising and local campaignsMarketing output
Campaign production across Europe and AsiaMarket coverage
ReferenceRobert Weissenbacher — Creative Director
LinkedIn

Across industries,
stacks & time zones.

My work cuts across SaaS, cybersecurity, healthcare, fintech, energy, and media. Sometimes I come in as creative director; other times I design the processes that let creative work hold up over time. I build brand systems, run video and motion at production volume, connect CRMs and marketing platforms into workflows teams can actually use, and stand up sales funnels and end-to-end compliance frameworks. Much of it runs behind the scenes — the process and production that keep the visible work consistent.

Earlier work (Pre-2010)

Different rooms, same craft.

Editorial direction for cinema culture
01 / Rome

35mm Magazine

Editorial direction inside cinema culture: layout, rhythm, covers, visual hierarchy, and the discipline of getting it to print.

Editorial systems and visual pacing
02 / Editorial Systems

35MM Magazine

Early work where storytelling, visual rhythm, and reading behavior started becoming part of the same system.

Advertising agency work, Amsterdam
03 / Amsterdam

Maestro Advertising

Agency, retail campaigns, and brand systems. Wok to Walk, Kamera Express, and my first real step into international advertising.

Packaging, illustration and campaign systems
04 / Packaging

WokToWalk

Packaging, illustration language, and campaign consistency across physical and digital touchpoints.

Retail campaign and in-store communication
05 / Retail Campaign

Kamera Express

In-store communication, launch materials, and the full campaign environment for a Dutch retail brand.

06 / Cinema editorial

Il Grande Cinema di Al Pacino

After winning the pitch, I led the art direction and print production of every booklet in the 25-DVD collection with La Gazzetta dello Sport / RCS Mediagroup.

Culture

What I do outside the work tells you a lot about how I show up inside it.

Music production and visual direction
Music release covers and graphic system
07 / Music & Audience

Arnebeats / Barracuda

Music production / Visual direction / Organic growth
Music taught me long-term attention and consistency long before any work dynamic did.

That means doing music production, visuals, covers, videos, distribution — and building an audience from scratch, fully independent.

I signed collaborations across the Italian hip-hop scene, racking up millions of organic views across releases on YouTube.

Millions of organic views on YouTubeAudience proof
Artwork, motion, video, and release systemCreative output
Organic growth over timeDistribution
Independent production disciplineMethod
Cultural archive identity and editorial direction
Archive photography and visual culture
Social content and motion design
08 / Archive & community

Graffiti Roulette

Co-art direction / Voluntary cultural contribution
Some projects exist because a culture deserves continuity, an archive, and care.

It started from an idea by Stefano Pane Monfeli and was developed together with him.

I volunteered on the visual and production side: identity, content, publishing, motion, and editorial structure — working with the writers and photographers of the Rome 1990s graffiti scene.

3K–7K+ organic reel viewsRecent reach
Zero paid promotionPaid media
Archive, typography, photography, vinyl cultureEditorial scope
Gling, CapCut, DaVinci Resolve, After EffectsWorkflow
Life & Approach

A caregiver's lens

I'm father to Valeria and Luca. Luca is on the spectrum. Raising a family and running creative work both demand patience, attention, real clarity, and careful use of time. Holding both sides together is a daily discipline — a personal stance I carry straight into the projects: no room for filler, full focus on what matters.

Human-led AI

AI isn’t automation for its own sake. I use it to save time and hold quality at higher volume. It earns its place when it makes the art direction sharper — not when it just makes more.

Leadership

Teams adopt new tools when they see what they're actually for. I like translating tech, rules, and brand philosophy into practical ways to work better together.

Research

I study competitors, audience behavior, lead generation, positioning, and operational constraints before designing a creative response.

Production method

Workflows built for quality, volume, and consistency.

I build production workflows with the right tools for each job: Adobe Creative Cloud, Figma, PowerPoint, Google Slides, Claude, and AI-assisted processes. The goal stays the same: make ideas scalable without losing quality, speed, or visual control.

Workshops

Workshops for design and marketing teams.

I run practical, hands-on sessions for design and marketing teams — built around real outputs, not slideware. Each one is shaped to where your team actually is.

  1. 01

    Digital strategy & brand consistency

    Keeping a brand coherent as it scales across teams, products, and channels.

  2. 02

    Implementing Claude without breaking your brand

    Bringing AI into the workflow while protecting your look, feel, and voice.

  3. 03

    Scaling design for enterprise & international advertising

    Systems and production that hold up across markets, volume, and ad channels.

  4. 04

    From strategy to social distribution

    Taking an idea end to end — through to the social channels where it lands.

Format and topics adapt to your team — remote or on-site, a single session or a short program.

FAQ

Working with a creative director and digital strategist.

  1. Q

    What do you actually do?

    I’m a creative director and international digital strategist. I keep brands consistent as they scale across teams, markets and channels — and bring AI into the work without breaking the brand.

  2. Q

    How is this more than a senior designer or creative director?

    Beyond design and art direction, I work in digital strategy and production — collaborating across brand, marketing and sales with the CMO, CEO, VP and marketing management, and reporting across channels against real targets, so direction connects to outcomes.

  3. Q

    Can you bring in AI without changing our look and feel?

    Yes. I set up AI workflows that protect a brand voice, look and feel while raising speed and output — the goal is sharper direction, not just more volume.

  4. Q

    Do you work internationally?

    Yes — across industries, markets and time zones, scaling design and campaigns for enterprise and international advertising channels.

  5. Q

    Do you run team workshops?

    Yes — practical sessions on digital strategy and brand consistency, implementing AI without disrupting the brand, scaling design for enterprise, and taking a strategy from idea to social distribution.