Creative Leader

David Fernandez

I love bringing big ideas to life. Whether that’s branding, UI & UX, or graphic design, let’s make something great 🤙🏾

Illustration

Role Illustrator, Graphic Designer
Tools Pen & paper, Adobe Suite

My approach is to draw you into a shared experience. These show posters for a local event series invite quiet reflection—a beer catching the light like stained glass, time stretching in the stillness of desert air.

In contrast, the series of soup illustrations is all motion—steam rising, colors clashing, the rush of a spiced broth warming you from within. Both pull you in, letting you feel something before the first sip.

Advertising

Role Art Director
Tools Pen & pencil, Adobe Suite

I developed this TV ad for Grocery Outlet’s annual “Independence from Hunger” campaign—a cause-driven initiative focused on fighting food insecurity. What better way to drum up excitement than with a marching band?

The concept aimed at capturing the joy and celebration of giving back. By combining a sticky music track with dynamic, high-energy visuals, I made sure this campaign felt like more than just a call to action—it was a marching anthem, celebrating the the excitement of raising money for a great cause.

Want to turn up the volume on your next big idea? Let’s connect. ➡️

Branding

Role Creative Lead
Tools Box Canvas, Figma, Adobe Suite

I led my team in a brand refresh initiative aimed at refining the company’s identity, reinforcing its core personality, and ensuring greater consistency across all customer touch points. The goal wasn’t to reinvent the brand but to realign it with its strengths and bring back its distinctive energy.

The refresh resulted in a comprehensive brand guidelines document, covering voice and messaging, color, typography, and layout principles to maintain consistency across all brand touchpoints. The new guidelines provided a clear, flexible system that allowed for creativity while reinforcing the brand’s unique personality.

Let’s connect

I believe thoughtful design not only makes a creative splash, but empowers collaboration and gets things done with impact. I’m open for work, and would love to chat.

Projects

Illustration • Branding • Food Drive

Mobile App
TV Spot

Role Art Director
Tools Pen & pencil, Adobe Suite

For this 30-second commercial, I took a bold & fun animated approach to make a big impact on a smart budget. I went all-in on 8-bit visuals and audio, tapping into that classic retro gaming vibe to bring the treasure-hunt shopping experience to life.

Every Grocery Outlet trip feels like a game—you never know what surprises you’ll find—so I designed the TV spot to feel like leveling up in a world of epic deals. The pixelated animation keeps things exciting, while the chiptune soundtrack adds to the nostalgia, making viewers feel like they just unlocked a secret level of savings.

Transform the way people experience your brand.
Let’s sync up ➡️

2024 Spring Wine Sale
TV Spot

Role Art Director
Tools Pen & pencil, Adobe Suite

To promote Grocery Outlet’s Spring Wine Sale, I took a fresh motion graphic approach blending fun imagery, upbeat music, and a bit of education on how Grocery Outlet scores amazing wine deals. The goal was to build excitement while keeping the message simple, engaging, and on-brand.I let the energy of the visuals and music drive the story. As part of a larger strategy, I worked with our production partner on capturing the beloved jingle in ways that resonated with the diverse communities that Grocery Outlet serves.

The result? A lively, music-fueled celebration of savings that not only hyped up the thrill of the wine sale but also reinforced the brand’s playful, unexpected approach.

Creative Manager

Design systems, Creative process, People-focused