Graphic Design FM

10/06/2025

“The contemplation of beauty causes the soul to grow wings.” - Plato

This quote lives next to my desk and is a quiet reminder of why I do what I do. I know design has to be functional, but for me, beauty is not just an extra, it’s essential.

There’s a universal design principle called the aesthetic-usability effect, which says: “Beautiful objects are perceived to be easier to use than ugly ones, even if they’re not.” It’s fascinating, and something I witness every day in branding. When something is visually appealing, people are more likely to trust it, engage with it, and remember it.

I believe in that pause—that moment when good design makes you stop, look, and feel. That’s the kind of impact I want my work to have. Not just attractive, but considered, intentional, and built to connect.

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06/06/2025

Hi, I’m Federica 👋

I’m a bilingual Brand Designer with 10 years of experience and a genuine love for what I do.

Design isn’t just my job, it’s my way of life. It’s how I think, how I see the world, it’s who I am. Part of that means always learning, reading, and challenging myself to grow. Books have played a huge role in my development as a designer. They’ve helped me sharpen my thinking, evolve my approach, and stay inspired.

Ever since I stepped into my first studio job, I’ve been drawn to the idea of building a design library, something that fuels new ideas and pushes me forward. From typography to brand strategy, marketing, and psychology, learning not just design principles but how people make decisions has become central to how I design.

I truly believe that no matter how long you’ve been in this industry, learning should never stop. There’s always more to explore, and that’s what makes this work so exciting.

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28/05/2025

As designers, we often turn to psychology to enhance clarity, usability, and engagement. But how do we stay intentional about the influence our work carries?

Lately, I’ve been reflecting on where influence meets ethics, especially when design choices subtly shape consumer behaviour.

How can we use these tools responsibly, without losing sight of the people we’re designing for?

Curious to hear your thoughts 🤔

Design has the power to guide, persuade, and sometimes mislead. As designers, how do we know when we’ve crossed the line between influence and manipulation? As a designer, I’ve always been fascinated by how design intersects with psychology, especially how brands use visual cues and emotional tr...

25/04/2025

✨ Monkey Puzzle Rebrand: Signage, Print & Launch Materials

Part of the Monkey Puzzle rebrand involved refreshing how the brand appears in everyday spaces — from bespoke signage and print materials to branded events and merchandise.

As lead designer on the rebrand, I worked across internal brochures, promotional leaflets, grand opening setups, and the rollout of new signage in over 60 locations.

Clear communication starts with great design, and this stage of the project made sure every touchpoint was warm, clear and recognisably Monkey Puzzle.

See the full project:
https://graphicdesignfm.com/portfolio-items/monkey-puzzle-rebrand/

25/04/2025

Yesterday I had the chance to attend Adobe MAX in London for the very first time – and wow, what an experience! From the moment I stepped out of the underground, Adobe’s presence was everywhere: branded signs at the ticket barriers, friendly faces holding mini Adobe flags to guide us, billboards wrapped around hoardings and building, and even a red carpet moment – every detail meticulously crafted. That’s the power of branding done right.

The opening keynote and the breakout sessions were incredibly inspiring. From exciting new features and smart workflow improvements to deeper discussions about AI in design, there was so much to take in. Generative AI was, of course, a hot topic – with thought-provoking takes on the creative war between the traditionalists (who fear AI is stealing the soul of art) and the futurists (who see it as the next evolution of creativity). It’s clear the conversation is only just beginning.

One of the highlights for me? Meeting some of my favourite designers in person – including the legend James Barnard. It was heartwarming to see how genuine and supportive they are – proof that our design community thrives on shared passion and the desire to help each other grow.

A major takeaway: creative development is just as important as technical growth. It’s easy to fall into the cycle of task after task, but true creativity needs inspiration, exploration, and the freedom to play. Whether it's attending events, learning something new, or just making something for fun – that’s what keeps the creative flame alive. As Einstein said, “Creativity is intelligence having fun.”

If you’re curious, the Adobe keynote is already available here: https://www.adobe.com/uk/max-london/2025/sessions/max-london-keynote-gs1.html

23/04/2025

✨ Monkey Puzzle Rebrand: Digital, Social & Everyday Touchpoints

From wireframes and web layouts to merchandise, social media assets and temporary banners — I worked across the digital and physical brand experience to make Monkey Puzzle feel consistent and connected.

This part of the rebrand was all about the details that families and staff interact with daily. I love when design can bring people together — and building a visual identity that lives in both print and pixels does just that.

See the full project:
https://graphicdesignfm.com/portfolio-items/monkey-puzzle-rebrand/

16/10/2024

🏑✨ Harrow Hockey Club (HHC) Logo Redesign

I’m excited to share the complete HHC logo redesign project, where I had the privilege of creating a new visual identity for this historic club. Harrow Hockey Club, known for its deep-rooted traditions and strong community spirit, needed a logo that would reflect both their legacy and their forward-thinking approach. The goal was to design an emblem that stands out across all platforms—whether it’s on the field, on merchandise, or online—while staying true to the club’s core values.

This project involved more than just a logo. From brand guidelines ensuring consistency, to making sure the design looks sharp on everything from uniforms to social media, I worked closely with HHC to deliver a visual identity that they can proudly represent. The result is a modern, versatile logo that captures the essence of who they are, while preparing them for the future.

See the full project on my website!
https://graphicdesignfm.com/portfolio-items/hhc-logo-design/

21/08/2024

🌟Project Showcase: Exsel Group Rebrand 🌟

When it comes to rebranding, it’s about more than just a fresh logo; it's about crafting a visual identity that resonates with the company's vision and values. Exsel Group is a growing company seeking to elevate its brand presence across all touchpoints. The project involved everything from designing versatile logo variations to creating a modern, user-friendly website, ensuring that the brand’s identity is strong, consistent, and ready to stand up to industry competitors.

My creative process always begins with understanding the client’s needs and aspirations. For Exsel Group, this meant diving deep into their mission to provide bespoke solutions for Defence and civilian applications. This understanding informed every design decision, from the high-resolution wireframes that laid the foundation for the new website, to the meticulous attention given to how the logo would look on different media, from uniforms to conference rooms. Mockups played a crucial role in this process, allowing us to see how the brand would come to life in real-world scenarios.

The result is a cohesive brand experience that not only looks visually appealing but also reflects Exsel Group's professionalism and innovation. From branded stationery to digital platforms, every element was designed to reinforce the brand's identity, ensuring that every interaction with the company leaves a lasting impression.

Visit my website to see the full project:
https://graphicdesignfm.com/portfolio-items/exsel-group-rebrand/

31/07/2024

🌟 Project Showcase: Explora Security Rebrand 🌟

This redesign focuses on a modern, dynamic logo that symbolises their innovative approach. The new brand identity is versatile, ensuring consistency across various platforms and media.

My design process starts with understanding each client's unique needs. For Explora Security, I sketched several concepts before finalising a design that integrates seamlessly into everything from protective gear to business cards. The result is a cohesive and recognisable brand.

Check out more of my work and learn about my creative process on my website www.graphicdesignfm.com

18/06/2024

🌟 Project Showcase: NAWT Logo Design 🌟

Reflecting on a personal project from a few years ago: rebranding the National Animal Welfare Trust for their 50th anniversary. It was a rewarding challenge to design a bold and fresh logo that aligns with NAWT’s mission. From initial sketches to final marketing materials, this project was a journey of creativity and passion. 🐾✨

Check out the new logo across various applications and see how it enhances NAWT’s visibility and impact.

Explore the full project on my website graphicdesignfm.com

04/06/2024

🌟 Project Showcase: BBA Brand Collaterals 🌟

As a member of the marketing team at the British Board of Agrément (BBA), I had the privilege to spearhead the development of a new brand identity and the redesign of the company’s marketing materials. The challenge was clear: to create a cohesive visual identity framework that would resonate with our audience while maintaining consistency across all platforms.

My strategy involved a deep dive into the BBA's brand guidelines, where I crafted a modern yet authoritative visual style. From bold typography to dynamic layouts, every element was carefully selected to reflect the BBA's values and expertise. Collaborating closely with stakeholders, I ensured that the design not only looked great but also met practical needs and resonated with our target audience.

The result? A refined visual identity that has propelled the company's evolution and expansion, allowing it to effectively engage a broader audience within the construction testing sector. From internal booklets to marketing brochures, each piece showcases our commitment to excellence and innovation.

Explore the full project and learn more about my design process on my website graphicdesignfm.com