About me

“I love to capture emotions and to communicate in a discreet and empathetic way.”

I’m an Art Director and Graphic/UX-UI designer with a solid background in advertising agencies for several years (more than 15 years), and I’ve worked with an artistic roles since 2001. I’m very passionate about all visual arts and during all my career I used interact design to merge all senses, I think that we can’t see the world without a synestesic point of view.

I’ve started with graphic and web design, after a period I directed my attention to the social media and online advertising, with a special attention for charity advertising.
During the last years I’ve also started to studying UX Design more deeply and I have now a structurated knowledge and Certifications.

The love for illustration always inspired me in the graphic design world. I think that technologies make more opportunities for an illustration to be great, by taking the best of both digital and analog worlds. In my personal and professional projects I always explore the balance of the two, mixing them according to the audience and the feelings I want to transmit.

Currently I focus on UX/UI Design, designing web-app, websites, and mobile apps. I think a beautiful design has to be efficient and easy to use, then I am focused on research and user experience.

Beside working on my own private projects (being passionate about your job means being always curious and interested about it), I had the chance to work for clients like Kia Motors, Chanel, 3M, Zuegg, Tunap, Met jeans, etc.

• deliver well in multiple projects
• organize tasks accordingly
• guide a team in a project

User-centered Design:
• use succesfully design thinking method and design sprint
• brainstorm and create original ideas
• create an efficient User Experience Design, starting from user journeys, creating mockups (wireframes), mind-map and prototypes
• strong Human and User Design Centred methodology skills

Advertising and communication:
• create unique cross-media campaigns
• make the difference in a brand identity
• create poliedric and visionary concepts

Visual arts:
• passing through illustration, photography
and video with professional skills

FS Lab is the new brand that I’ve created, it is a brand that includes projects ranging from installations to exhibitions, simple illustrations, videoclip, brand identity, design for App, web, etc. .. The first version was named “Hetepheres” and it was born in 2003. In 2013 the brand established his headquarters in Milan and in 2016 in Zurich.

Hetepheres.com was officially born in 2003, I mean “officially” as the year in which I had put on-line the first edition of the website. I have chosen this name because I was interested in Egyptian History, in particulary the Queen Hetepheres I. She was a wife of pharaoh Snefru (famous for the Bent Pyramid) and the mother of King Keope. I love her tastes in jewelery and in precious things. She was also connected with my old interests (exoterism, fantasy, symbols, stones/crystals, mythology, celtic culture).

When I started working in graphic design, this was my personal brand, I used hetepheres.com as a portfolio and blog, now every projects are placed in francescasanfilippo.it or fslab.ch