About
Direction defines impact.
Design is how it shows.
I’m Claudio, a Creative Director based in Dubai. For 16+ years I’ve shaped brands, products and design systems for global companies, and lately the way AI talks to people.
01
My approach
Less decoration, more direction.
I believe good design is less about decoration and more about direction. Throughout my career I’ve worked across brand identity, digital design and creative systems, often stepping naturally into creative leadership, where clarity, structure and taste matter as much as execution. I’m drawn to complexity. Not to make it louder, but to make it understandable.
My role often lives between doing and directing. I design when it adds value, and I lead when alignment is needed, working closely with founders, marketing teams and creatives to turn strategy into coherent brand systems. I care deeply about how ideas scale, how teams collaborate and how creative decisions hold up in the real world.
02
What I do
Creative Direction
Setting the vision and keeping every touchpoint pointing the same way.
Brand Systems
Identities built to evolve: logos, type, colour, illustration and motion that scale.
Design Systems
Shared components and rules that keep product and marketing consistent.
AI & Conversational Design
Intent, character, flow, boundaries and learning, so AI sounds like the brand.
Fractional Leadership
Senior creative leadership for teams that need it without a full-time hire.
Creative Coaching
Helping designers grow, especially those building remote careers.
03
Experience
16+ years of shaping brands.
I’ve worked with global brands, startups and scale-ups across industries: brand launches, rebrands, digital products and long-term creative systems.
Nagarro
AI Systems & Conversational Design · DCT Abu Dhabi
StellarGrowth Brands
Creative Director · AI, Brand & Design Systems
StarSeed Group
Co-Founder
The Digital Freedom School
Creative Partner
Nagarro
Lead Designer & Brand Designer
Namecheap, Inc.
Senior Communication & Brand Designer
Brixel AG
Lead Product Designer & Brand Designer
ACT Digital
Creative Director · Art Director · Designer
Cigarro.work
Freelance Creative Director & Designer
04
Outside of work
A maker by nature.
I’m deeply inspired by competition and performance, from Formula 1 and football to padel and table tennis, and I bring that same mindset to creative work: focus, discipline and a constant drive to improve.
I enjoy travelling, staying active and exploring where technology, health and creativity meet, especially the role of AI in how brands are built and experienced. Above all, I value time with my family. Becoming a father reshaped how I think about time, responsibility and impact, in life and in work.
