About

Currently based in London, but available worldwide. I’m a bilingual creative passionate about design, branding, and user experience.

My name is Federica, I’m a Brand Designer with 10 years of experience in the industry. I love transforming everything by unique, problem solving and usable designs, whether it’s about strategy, branding, or the overall visual representation of a business.

From startups to mid-sized companies, I partner with founders, marketing teams, and design teams to strategically create lasting brand identity systems that emotionally resonate with your audiences, empower your internal teams, and distinguish you from your competitors.

background

I’m a native Italian, and my love for design has been a part of me for as long as I can remember. Design isn’t just a job for me; it’s something I live and breathe every day. If you’re curious to learn more about my greatest passion, please take a moment to explore my blog.

As a newly-minted designer, I began my journey in graphic studios and started freelancing for independent clients. Later on, I spent several years working within corporate in-house creative departments, where I played a role in enhancing their visual identity and brand awareness.

I proudly partner with businesses that, like me, believe in the power of great design.

If you’re a young designer looking for resources, have a look at my shop where you can find my digital templates. If you’re a fellow creative, submit your info so we can collaborate sometime. For client enquiries, get in touch!

The hit list

Check out what I’ve been interested in recently

01

Reading “Never split the difference”

– Learning about negotiation from Chris Voss

02

Notion Client Portal

– I’ve created a Client Portal in Notion that I can use as a shared project hub.

03

Learning about wireframing

– I’m studying all about user experience and practicing in a few projects.

04

Typography course

– I wanted to learn more about typography fundamentals and type design.

Blog

See my articles about
design and other stuff

Title card reading ‘Design, Psychology, and the Ethics of Influence’ placed over a supermarket aisle, representing how visual design shapes consumer decisions
Graphic Design, Design Principles

Design, Psychology, and the Ethics of Influence

Design has the power to guide, persuade, and sometimes mislead. As designers, how do we know when we’ve crossed the line between influence and manipulation?

Italian flag waving on a tall flagpole against a partly cloudy blue sky.
Graphic Design

“Why did you leave Italy?”

“Why did you leave Italy?” It’s a question I get often. And every time, I pause.

Vibrant abstract painting of a human brain surrounded by colourful blocks and radial lines, symbolising cognitive processes and human-centred design thinking.
Graphic Design, Design Principles

The Human Factor: designing for real people, not personas

Empathy-led design thinking is strengthened by an understanding of real human behaviours, emotional responses, and diverse needs, rather than relying on simplified or fictionalised personas.

Tool box

The software and digital tools I’ve been using

Lightroom

When I need to edit a large batch of photos, Lightroom is perfect for the task. If an image requires additional editing, I can go to Photoshop from Lightroom and see the live changes.

XD

I use XD to create quick mood boards and to design websites, from low-fidelity wireframes to prototyping and testing.

Indesign

For presentations, booklets, leaflets, and most print collateral, I use InDesign. It provides complete control over the layout with grids, guides, and font styles.

Illustrator

Illustrator is my go-to program for creating logos, illustrations, patterns, and vector graphics that can be scaled up without losing resolution.

Photoshop

I use Photoshop to edit or retouch photos, create product mockups, and design social media posts.

Ready to create something awesome and extraordinary?