Fernando Americano

Lead Designer & Creative Director @Baiuca Design

💸 MarketingCreative ProducerUX/UI Designer🗿 HRProduct Designer🐦 DesignGraphic DesignerCommunication DesignerBrand DesignerIllustratorTraining&Development SpecialistPresentation Designer

With over 20 years of experience as a visual and graphic designer, I have a proven track record of delivering results for businesses. My career began in agencies, studios, and consultancies as a graphic and web designer. I later progressed to leadership roles in design projects, primarily focusing on developing learning experiences for the corporate market. My work in the financial sector, specifically in training and development, involved creating digital learning paths and managing LMS platforms. I've led multidisciplinary teams and collaborated with both internal and external stakeholders to deliver impactful designs for businesses. My technical expertise includes creating design systems for digital products, developing visual assets, and managing component libraries for UX/UI teams. I continuously stay abreast of design and technology trends to offer cutting-edge solutions for clients. Currently, I'm focused on boosting designers' productivity in tackling complex issues. By leveraging my knowledge of aesthetics and technology, I apply design thinking to enhance and enrich business and project experiences. I'm eager to expand my horizons, contribute to diverse projects, explore new business models, and design and test innovative solutions.

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Work Background

Lean LearnHead of Product

Mar. 2023São Paulo, SP, BrazilMy responsibilities include: strategically positioning the brand in the market; defining business rules; creating user and administrator journeys for the platform; prioritizing development based on customer demands and market innovations; managing marketing and event strategies and schedules; producing platform usage training journeys; overseeing design visual asset libraries; crafting institutional presentations and all sales communications; and ensuring customer success in platform adoption and learning journey modeling.

Baiuca DesignFounder

Feb. 2023São Paulo, SP, BrazilCreating tailor-made design solutions, listening to all involved and respecting their points of view, with creativity and curiosity in search of the principles of beauty and virtues that sustain your business or institution. We develop brands, products, service and learning journeys carefully, using a lot of creativity and the latest productivity technologies (yes, AI).

Safra BankDesign Team Leader

Aug. 2022 - Feb. 2023São Paulo, SP, BrazilResponsible for mapping and leading Design Ops practices of the organization, governance of Banco Safra's Design System, approval of component libraries for UX/UI teams of brands like SafraPay and SafraInvest.

Safra BankDesign Team Leader - LMS and Digital Learning Solutions

Jan. 2021 - Jul. 2022São Paulo, SP, BrazilLed multidisciplinary teams, collaborating with internal employees and external suppliers, to model and implement technical and behavioral professional training journeys. Managed the LMS platform and played a key role in selecting and training new designers for the team.

Safra bankSenior Designer - LMS & Digital Learning Solutions

Oct. 2017 - Jan. 2021São Paulo, SP, BrazilAs the LMS platform administrator, I developed digital learning experiences and other training content. I mapped banking flows and processes for technical training development, and liaised with regulatory bodies ANBIMA (representing the bank on the learning committee until 2020) and FEBRABAN, ensuring both internal and external compliance. I also managed supplier relationships for the creation of digital learning journeys, including courses, videos, and microlearning modules. This period culminated in the launch of J.Safra Academy, a new mobile platform for managing learning journeys across the entire financial group.

Affero LabDesign Manager

May. 2014 - Jul. 2017São Paulo, SP, BrazilI led the design team in developing graphic languages and visual structures for digital and face-to-face learning solutions, analyzing and understanding customer scenarios, challenges, and contexts. In this significant leadership role, I structured, supervised, and developed the team, ensuring consistency and quality of work across all units (SP and RJ).

América N8 StudioVisual, product and service Designer

Feb. 2012 - Apr. 2014São Paulo SP, BrazilThrough design and communication, I solved problems that enabled businesses and contributed to the development of people and institutions. As a freelancer, I embraced an entrepreneurial role, proactively seeking partnerships and projects. I worked with major clients like HayGroup and Grupo Triunfo on learning projects, while also handling branding and marketing for exclusive clients. This period highlighted my value for autonomy and ability to manage all project aspects, from client acquisition to final product delivery.

LAB SSJDesign Manager

Nov. 2008 - Oct. 2011São Paulo, SP, BrazilAs leader of a robust team encompassing Design, Production, and Logistics, I was responsible for the Organization's communication products and services. My primary focus was integrating creative and operational workflows, ensuring efficiency and quality throughout all project stages. During this period, we consistently delivered at peak demand across Brazil, managing about 35 training days per week.

LAB SSJVisual Designer

Sep. 2004 - Oct. 2008São Paulo, SP, BrazilDirectly executed visual identity projects to create powerful and memorable learning experiences for large companies. This involved designing logos, choosing color palettes, and developing a cohesive visual language to ensure learning resources were distinctive and easily recognizable by employees.

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