Creative Leader

David Fernandez

A dedicated partner in moving your business forward with creative systems. Let's bring your big ideas to life 🤙🏾

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Branding

Role Creative Lead
Tools Box, Canvas, Figma, Adobe Suite

I led a brand refresh aimed at refining the company’s identity and reinforcing its core personality. 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 clear, flexible system that allowed for creativity while reinforcing the brand’s unique personality. This comprehensive document covered essential elements to ensure consistency across all touch points.

Websites

Role UI, layout, branding, usability
Tools Figma, Adobe CC, Invision, Flash

I design websites that are clear, functional, and on-brand. From private schools to fashion labels, I’ve created sites in Squarespace and custom HTML/CSS. My experience is in layout, style, illustration, usability, and smooth developer handoffs through Figma and InVision.

Illustration

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

With these posters my aim was to invite faithful beer patrons to moments of quiet reflection. A beer sits frozen in the light; time stretches on. In contrast, these soup illustrations clash and rush to pull you in before the first sip.

Let’s connect

Thoughtful work not only makes a creative splash, but also empowers people to make an impact. I’d love to chat and hear more about your next project.

Book a time

Projects

Mobile App TV Spot • Wine Sale TV Spot

Art Direction

Role Art Director
Tools Pen & pencil, Adobe Suite

For these video ads 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 a classic retro gaming vibe to bring the treasure-hunt shopping experience to life.

I blended fun imagery, upbeat music, and a bit of education on how Grocery Outlet scores amazing deals.

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’s a marching anthem, celebrating the excitement of raising money for a great cause.

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

Let’s talk about what’s next for your brand. Shoot me an email ➡️

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

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.