I’m David Fi.
Creative director and brand strategist. Eighteen years, from junior designer to creative leadership.
I started designing packaging for Disney and Marvel toys at 21. Since then I’ve designed telecom products, rebuilt brands and led multi-country creative teams, and I’ve run my own practice alongside all of it since 2013.
I sit where strategy meets execution. I can define the positioning, direct the campaign concept, build the framework to scale it, and still open Figma when it matters. I use AI tools to move faster, but I trust my eye to decide.
I work async, from Spain, mostly with companies in the US. You get fixed scope, fixed prices and me directly: no account managers, no juniors, every piece directed and approved by me.
How I work.
Business first
Every creative decision starts from the business: the market, the competition and what has to sell.
Systems, not one-off files
Everything I make comes from a system, so the next piece is faster and stays on brand, whether I make it or your team does.
A partner, not a vendor
Direction that stays month after month, measured on results, not on the number of files.
18
Years in creative, from junior designer to creative leadership.
50+
Brands, across B2B tech, SaaS, cloud and entertainment.
Dozens
of markets. Campaign frameworks built to scale without falling apart.
Businesses I work with.
Brands I’ve designed for.
Through in-house and agency roles, not as direct clients.
Portfolio reel
Portfolio reel Experience
| David Fi 2013-present | Creative Director and Brand Strategist Independent practice in brand strategy and campaign creative, for companies in the US and Europe. |
| Global IT distributor 2018-present | Creative Design Manager Leading a Global Creative Center of Excellence and a multi-country design team. Campaigns and co-branding for vendors like Microsoft, Google, AWS and Adobe. |
| Universitat Oberta de Catalunya (UOC) 2022-2023 | UX Lecturer Teaching interaction design and mentoring students through their final projects. |
| Alisys Digital 2016-2018 | Product Designer and UX Lead Product design for a Vodafone telecom platform, and digital campaigns for Bosch, Philips and other brands. |
| Eolo Sport 2008-2013 | Graphic Designer Packaging and marketing for Disney, Marvel, Pixar and Ben 10 licensed products, sold through major retailers. |
Education
- Master’s degree, Interaction Design and User Experience
Universitat Oberta de Catalunya (UOC) - Higher certificate, Illustration and Design
Escuela de Arte de Oviedo - Degree, Graphic Design
Escuela Superior de Arte del Principado de Asturias (ESAPA)
Recommendations
“This graphic designer is my best kept secret. I will be back. Exceeded our expectations. I am surprised the general public has access to such talent. We will only use his services from now on!”
Chris Helms · Founder and Director, HighLead
“David and Laura were very proactive from the very first day. They quickly identified the weaknesses of our previous branding and guided us towards a new design. I was impressed by the wide range of proposals they showed us at the start, which helped us narrow down the features we liked most. From there, they built a complete logo, slide templates, website recommendations and a full set of brand guidelines. The outcome exceeded my expectations. Today, our updated brand makes us look like a much more mature company. I am convinced it has helped us close more deals. It has also cut the time we used to spend rebuilding presentations. Now we simply open the template and reuse a few slides. The time savings alone have been enormous and made the investment worth it.”
Josep Fanals i Batllori · CEO, eRoots Analytics
“Digiswit needed to build a much stronger and more professional brand identity, but we also needed to reflect a way of working that fitted a small, fast-moving company. Working with David through an asynchronous request-based model, with very few meetings, was remarkably easy and efficient: we could simply add what we needed to the backlog and trust him to understand it and turn it into something genuinely good. The result went well beyond a visual refresh: David gave us a coherent identity, website and reusable assets that made the company look far more mature and allowed us to create client-facing materials much faster and with much greater consistency.”
Carlos García Rodríguez · Founder & CEO, Digiswit
“He is very reliable, educated and highly skilled in design. He is able to communicate with stakeholders effectively and make quick decisions on projects as the lead creative. I knew I could always count on David to get quality projects done on time. He always had my full trust.”
Jessica Ferris · Project Manager, Western Digital
“David was an integral part of the team when we undertook the ambitious cloud brand and site refresh project, an initiative that remains one of the highlights of our time working together… His creativity, strategic thinking, and collaborative spirit played a key role in bringing that vision to life. David has a rare ability to blend technical insight with brand storytelling, making complex ideas accessible and engaging.”
Alyson Rosaler · Director, Global Head of Marketing, CloudBlue
“I had the pleasure of working with David, who quickly proved to be a strong leader with a great ability to bring people together. During our time working together, he played a key role in building a global Creative Center of Excellence, aligning processes, tools, and talent across different areas. David combines strategic vision with people skills, and thanks to his drive we were able to deliver impactful projects on a global scale. A true talent and a great professional to have on any team.”
Florencia Gannio · Global Marketing Executive Director
“I’ve worked with David for a few years and had the luck to work with one of the best illustrators in the field. He can transform any idea or concept into a reality of marketing. Catalogues, products, packs … you name it and he makes it!!”
Alex Prieto · Co-Founder and Director, Eolo / Toyzone
“David consistently exceeded expectations in quality and delivery while simultaneously maintaining a keen understanding of the individual projects within the context of the larger organizational vision. I could always count on David to produce designs that kept the brand in mind, while adding in a refreshing, unique and modern spin. I am confident that David will excel in any organization and he will bring his excellent knowledge of design and business.”
Sherin Harrington · Marketing Project Management, Chainlink Labs
“David is passionate about his craft, always seeking ways to improve as both a designer as well as a leader. He consistently went above and beyond, seeking ways to improve not just the work he was doing but how the team could support his internal clients. I truly enjoyed working with David and would recommend him to any organization!”
Christie Coleman · Senior Director, Growth Marketing, AppDirect
“David is an incredibly talented designer and thoughtful leader. I was lucky enough to have David on my team… and I was continually impressed with his attention to detail and drive to learn and improve. David created some amazing concepts for our team that pushed the limits with creativity. Thank you, David!”
Alyssa Lahham · Global Marketing Director, Slalom
“David is a creative professional, combining talent and hard work. His commitment and responsibility have been constant in him and he has added ideas, solutions and collaboration to projects beyond the demands of his position. Teamwork is one of his strengths, helping to create constructive and positive environments.”
Ana Lis Fernández · Manager of Digital Marketing & Communications