Taken on the streets of Portugal.
...Or Transformer of Business Strategies to Relatable Inspired Visions
...take your pick. Let's first get formally introduced. Nice to meet you, I'm Cecilia Fernandez. Interested in the "about"? Here you go:
I'm a creative designer with over ten years of creative and art director experience, four years agency experience, and twenty years freelance experience. I am disciplined in both print and digital design enhanced by experience with marketing strategies and copywriting abilities. I am a believer and follower of classic and clean design that stands out with a clever twist while delivering an effective message.
Some may say I'm a very good listener who is able to analyze their technical business strategies, narrow them down to their core message, and translate the ideas into inspired visual experiences. I'm a fan of creating meaningful stories for brands not just in the visual representation, but the marketing and messaging developed as well. And what more, I like to challenge the people I work with to try and do the same, that way everyone's on the same page.
I've spent the last 3+ years creative directing the nationally loved jewelry brand, Pura Vida, leading a team of phenomenal designers and production artists while instilling brand standards, challenging digital techniques, identifying audiences, navigating through launches of brick and mortars, executing sub-brand concepts into reality, managing budgets, and at the root of it all, delivering trend-setting and inspirational design at the heart of it all.
Prior to that, I spent almost 7 years art directing the globally recognized swim/resortwear brand, V i X Paula Hermanny as well as its sub-brands SOFIA by V i X and PAULAHERMANNY. What did that entail? A little bit of everything from concepting, designing, photographing, planning photoshoots, fixing models in bikinis, image retouching, production work, coming up with brand voices, developing marketing strategies, writing...a lot, sourcing materials, planning out showroom spaces, hanging out on social networking sites, physically making hard bound books, glueing things, cutting things, HTML-ing email marketing campaigns, working in CMS platforms (Magento and WebCube, anyone?), leading teams, talking to vendors, planning budgets... and the list goes on...
In my previous agency life, I worked on design projects and followed brand guidelines to a "T" for clients such as Nike, Sony, Microsoft, LG, Pioneer Electronics, Scubapro, and Square Enix to name
a few.
Exceptional typography thrills me, the art of illustration warms my heart, the nooks and crannies of packaging are exciting, and logo design is the ultimate (and BEST) challenge.
When I'm not sitting at the computer, you can find me experiencing life with a hard-working enthusiastic husband and two wide-eyed boy childs, dabbling in jewelry design, getting crafty with paper or fabric, stalking your Instagram, boosting the economy with my amazing online shopping skills, coming up with culinary creations, or planning my next travel adventure.