quique fernández

Visual Thinking.
Design Vision.

Building brands just as effective as the teams behind them Senior Brand & Creative Design Lead · 20+ years
Madrid, Spain · Remote worldwide

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About

Design is the natural bridge between what a business needs and what a person feels.
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Every brand, product and campaign has two audiences: the business that needs results and the person who needs to connect. My work lives in that space, translating strategy into visual systems that communicate clearly, build trust consistently, and scale without losing identity.The best design doesn't look designed. It feels obvious.AI has given creative work a new gear. I use it to iterate faster, explore wider and challenge my first instincts, generating more alternatives in hours than was possible in weeks.But more options demand sharper judgment. Twenty years of experience is what turns a hundred AI-generated directions into one right answer.

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Elastic - ESG Reports

Making a $1.4B company's sustainability commitments legible to the world.
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Elastic needs to communicate two years of global sustainability commitments to investors, regulators and stakeholders, in a format that was auditable, compelling and consistent with their enterprise brand.I led the end-to-end visual direction: narrative structure, data visualization, typographic system and production. Working directly with the communications and leadership teams across both reports.

2 consecutive Global ESG Reports · FY24 & FY25 · Sole design lead
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$1.4B revenue · 3,500+ employees · 21,500+ customers worldwide
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SASB Aligned · IFRS S2 · UN SDGs · Audited investor-grade output

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Elastic - Brand building

Building the system that lets a global team speak with one voice.
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As Elastic scaled globally, visual consistency became a production challenge and a trust problem. Marketing, product, events and internal comms all needed brand assets, fast, localized and on-brand. The challenge was to keep and evolve the scalable design system that made that possible.From social templates and events to global campaigns and AI-powered illustration systems, I ensured that every output felt unmistakably Elastic.

Global scale · All markets · All departments · One system
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Design systems · Templates · Guidelines · Gen AI
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Reduced production cycles · Maintained brand integrity at speed

Corporate Identity Design.
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Hundreds of social posts, digital assets and campaign visuals, all following a unified structure in color, composition and typographic hierarchy.Consistency turned routine posts into branding moments.

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Seasonal & cultural campaigns.
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Anniversaries, holidays, tributes, commemorative days, every special moment was an invitation to showcase Elastic's diverse, global spirit through personalized illustrations and visual storytelling.

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Generative AI exploration.
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Led creative exploration with Adobe Firefly to modernize Elastic's illustration style, humanizing abstract and corporate characters with personality and life. Ironically, using AI to make the brand feel more human.

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Huawei - Events

Key launches and events to highlight a rising tech brand.
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As Senior Art Director and creative manager for Huawei Spain, I led the Below-the-Line strategy and execution for the brand's most important smartphone launches across the Spanish market, from the Mate series to the P-line flagships.This wasn't campaign work in the traditional sense. It was ongoing brand stewardship across retail activations, outdoor advertising, press, digital and special launch events, ensuring every touchpoint reinforced Huawei's positioning as a premium technology brand during its peak growth years in Europe.

Product launches - Mate 10, P20, P30 Pro and all the flagship series
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Experiential events - Major launch activations and special campaigns
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Integrated BTL - Outdoor, press, digital and social across all launches

Making a phone camera matter to people who care about how they look.
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Fashion Night Out brought 50,000 people to Madrid's most exclusive street. We created a beauty-meets-tech activation where the P30 Pro's camera became the hero through live portraits, influencer sessions and Instagram-ready moments. The phone wasn't tech. It was part of the experience.

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Turning a mall into an interactive experience for the first AI-powered smartphone.
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We turned product specs into a playable experience, an immersive brand installation where every feature of the Mate 10 became a physical demonstration.AI wasn't a spec sheet. It was a game you could win.

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Twistly - Interactive stories

When everyone consumes stories but nobody creates them. Go interactive!
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Pop culture is passive by default. People watch, listen, follow along — but the tools to create interactive stories are either too technical, too flat, or have no cultural appeal. Twistly fills that gap: a platform where anyone can build and experience illustrated choose-your-own-adventure stories set in universes inspired by pop culture, without coding or drawing.I designed the brand identity, built the MVP concept, and developed the full go-to-market strategy — from naming and visual system to launch campaigns and creator onboarding.Twistly - name derived from 'twist' + digital suffix (-ly). Short, global, conflict-free.
Colors - direct reference to 3D glasses. Visual metaphor for layered realities.
Target: 18–30 - TikTok/Instagram natives, fanfic creators, pop culture fans

Play - Illustrated stories with real choices that change ending. You read, you decide.
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Create - Intuitive editor with custom templates. No code. No blank canvas.
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Share - Publish your stories for others to play. Community-driven discovery