SF Bay Area
Hi. I'm Nelson A. Fernandez, a design leader fueled by a passion for the art of design, with a proven track record of successfully executing comprehensive design strategies and driving triumphant rebrands across diverse industries. My expertise spans marketing, branding, content, and product design. I've consistently delivered innovative solutions that have elevated both brand and product, fueling business growth. With years of experience in tech, I bring a unique perspective to my work, and my ability to collaborate with cross-functional teams has proven invaluable to every organization I've been part of.
I consider myself fortunate to have acquired experience in both in-house settings and at agencies. Throughout my journey, I have collaborated with numerous teams at startups and Fortune 500 companies, while serving a diverse clientele across various industries. I've spearheaded multiple rebrands, established robust design systems, and orchestrated the seamless execution of comprehensive design strategies. This has included designing complex web applications, websites, ads, educational videos, packaging, mobile sites, mobile apps, e-commerce sites, landing pages, email campaigns, direct mail campaigns, marketing collateral, and much more.
As someone who thrives in the startup world, I have found that being both an individual contributor and manager is crucial, and I am equally passionate about both roles.
For the better part of my career, I have utilized Adobe software, but in recent years I have expanded my toolkit with numerous other applications. Given the current hybrid/remote work landscape, I find it essential to leverage modern design collaboration and project management tools like Figma and Asana.
Throughout my career, I have had the privilege of working with many organizations in various industries, gaining valuable experience in:
I have a strong passion for all aspects of design, and my skill set includes a broad range of specialties, such as visual design, UX design, UI design, project management, front-end development, identity design, and much more.
As someone who has extensive experience both managing and working as an individual contributor, I have found value in both approaches. As a manager, I enjoy the challenge of leading a team and facilitating collaboration to achieve a shared goal. I find fulfillment in mentoring team members and watching them grow and develop their skills over time. However, I also appreciate the autonomy and creative freedom that comes with being an individual contributor. Being able to focus solely on the design process and seeing a project through from start to finish can be very rewarding.
My approach to managing creative teams centers around empowering team members and fostering an environment of open communication and collaboration. I believe that each member of a team brings a unique perspective and skill set to the table, and my role as a manager is to facilitate and support their contributions. To achieve this, I prioritize building relationships with each team member and getting to know their individual strengths and goals. This enables me to tailor my management style to their needs and help them reach their full potential.
In terms of fostering collaboration and innovation, I encourage open dialogue and idea sharing among team members. I find that brainstorming sessions, group critiques, and cross-functional collaboration are effective ways to spark new ideas and push creative boundaries. I also believe that continuous learning and professional development are essential for staying innovative and up-to-date with industry trends and best practices. Therefore, I make sure to provide opportunities for training, attending conferences and events, and engaging with industry thought leaders.
As a creative professional, I appreciate the unique challenges and opportunities that come with working on both B2B and B2C projects. While B2B projects typically involve more complex products or services with longer sales cycles and a more rational, data-driven approach, B2C projects often require a more emotional and intuitive design that appeals to a broader audience. I find both types of projects equally rewarding and enjoy the opportunity to work on a diverse range of projects that challenge me to apply my skills in new and creative ways.
As a designer, I believe that trust is at the core of creating effective and impactful design. Without trust, design can be disconnected from the needs and desires of the audience, leading to ineffective communication and missed opportunities.
When trust is the core principle of your design philosophy, it can have a positive impact on your team in various ways...
I believe that a successful design process is a combination of discovery, research, strategy, concept development, design exploration, refinement, iteration, the creation of final design / deliverables and finally launch and monitoring. Here's an overview of my approach...
A successful design process contains a sequence of crucial and interdependent steps. These include thorough exploration, in-depth research, strategic planning, creative concept development, rigorous refinement, iterative improvements, and the ultimate creation of impeccable design deliverables. Finally a well-executed launch and sustained monitoring are crucial for ensuring optimal outcomes.