Senior graphic designer — packaging, retail and visual communication for large-scale retail, now combined with the systematic exploration of artificial intelligence.
Senior Graphic Designer with deep experience leading and developing visual projects for large-scale retail. In my role I coordinate the translation of corporate identity across every strategic touchpoint — from packaging systems to physical space design. My way of working balances rigorous technical mastery with an approach that's always oriented towards technological and process innovation.
Creative direction and visual oversight of company projects.
Led the brand's visual expression across physical spaces, overseeing the design and customisation of retail stores nationally and internationally (wayfinding, window graphics, structural fit-outs). Coordinated visual identity for trade fair stands, out-of-home materials and special events, providing strategic support and art direction for new packaging lines and digital/social content.
Directly managed the development and restyling of multiple private-label product lines, following the full packaging lifecycle from creative concept to print-ready files. Coordinated workflow between internal departments, external agencies and print suppliers, ensuring visual quality and on-time delivery.
Structured layout and optimisation of weekly promotional flyers, alongside the development of POP advertising materials for national campaigns — sharpening the ability to organise large amounts of commercial information into clear, high-impact layouts.
A strong passion for visual communication, with an approach that combines creativity and method: designing solutions that balance polished aesthetics with practical function, translating complex concepts into clear, high-impact messages.
A constant interest in digital evolution and emerging technologies. I follow the development of artificial intelligence and its impact on workflows, dedicating time to exploring new tools that help solve problems faster.
Analysis of financial markets and the geopolitical scenarios that shape the global economy, with a particular focus on cryptocurrencies and Web3 — a fast-moving sector I study to understand its dynamics and real opportunities.
A core part of my routine: bodyweight training for discipline, basketball and volleyball for personal enjoyment. Not just leisure, but a way to test myself and push past my limits.