Creative Operations
Building repeatable workflows that reduce approvals, production overhead, and dependency on a single decision-maker.
Design leadership that creates clarity, consistency, and leverage as teams grow.
I help teams move faster by turning creative knowledge, brand principles, and production workflows into systems people can actually use.
Across design, brand, product, and web, my focus is reducing bottlenecks, improving onboarding, and helping teams produce strong work without every decision flowing through one person.
Design systems that help teams grow.
Most growing teams do not have a talent problem. They have a context, process, and decision-making problem. I help make the work repeatable, the principles clear, and the right decisions easier to make without constant approvals.
Onboarding & Enablement
Documenting context, processes, and project workflows so new team members can contribute with confidence sooner.
Brand Governance
Clarifying the principles, intent, and non-negotiables behind a brand so teams can make better decisions independently.
Design Leadership
Helping teams create clarity, consistency, and leverage as client demand, creative capacity, and operations evolve.
Portfolio template
Selected projects
ESOS-C RESNET
Creating an ecosystem services data hub
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Mood
Creating a branded cannabis web experience for a distinguished audience
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Jiu Jitsu World League User Web App
Building the Jiu Jitsu Hub of America
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Sims Exteriors & Remodeling, Inc.
Evolving a 30-Year Brand Without Losing Trust
A rebrand that keeps what homeowners already trust
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Sims Exteriors & Remodeling had built a strong reputation over decades in their local market. Their brand was recognizable and trusted — but starting to feel dated in a more competitive, modern landscape. The challenge wasn’t to reinvent the brand. It was to evolve it without losing the trust it had already earned. We approached the project by identifying the elements that carried the most recognition — including the iconic deer symbol — and refining them into a more modern, cohesive identity. The focus was on clarity, consistency, and confidence rather than drastic change. Alongside the brand update, we developed a range of supporting materials and visual directions to ensure the identity translated effectively across real-world applications — from marketing collateral to everyday brand touchpoints. The result was a refreshed brand that feels current and professional, while still familiar to homeowners who had trusted the company for years.
Project summary
CloseSims Exteriors & Remodeling, Inc.
Sims Exteriors & Remodeling had built a strong reputation over decades in their local market. Their brand was recognizable and trusted — but starting to feel dated in a more competitive, modern landscape. The challenge wasn’t to reinvent the brand. It was to evolve it without losing the trust it had already earned. We approached the project by identifying the elements that carried the most recognition — including the iconic deer symbol — and refining them into a more modern, cohesive identity. The focus was on clarity, consistency, and confidence rather than drastic change. Alongside the brand update, we developed a range of supporting materials and visual directions to ensure the identity translated effectively across real-world applications — from marketing collateral to everyday brand touchpoints. The result was a refreshed brand that feels current and professional, while still familiar to homeowners who had trusted the company for years.
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Pilon Group
Making a Real Estate Brand Impossible to Ignore | 25,000 homeowners reached.
Making a Real Estate Brand Impossible to Ignore. 25,000 homeowners reached
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In a market where most real estate teams operate under the same brand umbrella, differentiation becomes difficult — and often, invisible. This project focused on repositioning Pilon Real Estate Group beyond the typical RE/MAX presence by developing a distinct brand identity and a cohesive set of marketing assets designed to stand out at scale. The work included branding, print collateral, and large-scale advertising across multiple channels — from postcards and brochures to buses, benches, and city-wide placements — reaching over 25,000 households monthly. Rather than blending in, the goal was to create a brand that felt immediately recognizable and impossible to ignore. A direction that not only increased visibility, but also shifted how the team was perceived in a highly competitive market. The result was a clear departure from industry norms — one that sparked attention, differentiation, and ultimately, memorability.
Project summary
ClosePilon Group
In a market where most real estate teams operate under the same brand umbrella, differentiation becomes difficult — and often, invisible. This project focused on repositioning Pilon Real Estate Group beyond the typical RE/MAX presence by developing a distinct brand identity and a cohesive set of marketing assets designed to stand out at scale. The work included branding, print collateral, and large-scale advertising across multiple channels — from postcards and brochures to buses, benches, and city-wide placements — reaching over 25,000 households monthly. Rather than blending in, the goal was to create a brand that felt immediately recognizable and impossible to ignore. A direction that not only increased visibility, but also shifted how the team was perceived in a highly competitive market. The result was a clear departure from industry norms — one that sparked attention, differentiation, and ultimately, memorability.
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360 House Remodeling
Remodeling website | From $20k bathrooms → $150k kitchen remodels
We helped this remodeling contractor jump from lower value bathroom remodels to 6-figure kitchen design-build projects.
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360 House Remodeling was attracting mostly smaller bathroom projects but wanted to transition into higher-value kitchen remodels.The website was restructured to better guide homeowners, clarify positioning, and attract more qualified inquiries. Resulting in a noticeable shift toward larger projects.
Project summary
Close360 House Remodeling
360 House Remodeling was attracting mostly smaller bathroom projects but wanted to transition into higher-value kitchen remodels.The website was restructured to better guide homeowners, clarify positioning, and attract more qualified inquiries. Resulting in a noticeable shift toward larger projects.
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Canadian Housing Observatory
Designing Clarity for a Nation’s Housing Future
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The Canadian Housing Observatory (CHO) set out to make vital housing data accessible to the public through a powerful, user-friendly digital tool.
Project summary
CloseCanadian Housing Observatory
The Canadian Housing Observatory (CHO) set out to make vital housing data accessible to the public through a powerful, user-friendly digital tool.
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Zukunft.Gruenden
Empowering Startups and SMEs: A Comprehensive and Scalable Website for Growth and Innovation
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Zukunft.Gründen stands at the forefront of startup incubation, financing, consulting, and SME growth, with a dedicated innovation lab that fuels entrepreneurial success.
Project summary
CloseZukunft.Gruenden
Zukunft.Gründen stands at the forefront of startup incubation, financing, consulting, and SME growth, with a dedicated innovation lab that fuels entrepreneurial success.
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Vibrant Wealth
Crafting Exclusive Financial Success
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Featuring a visually rich design with intuitive navigation, the site communicates the brand’s expertise and exclusivity from the first glance. Thoughtful content and subtle interactive elements guide visitors through Vibrant Wealth’s unique offerings, while strategically placed calls to action encourage qualified leads to take the next step.
Project summary
CloseVibrant Wealth
Featuring a visually rich design with intuitive navigation, the site communicates the brand’s expertise and exclusivity from the first glance. Thoughtful content and subtle interactive elements guide visitors through Vibrant Wealth’s unique offerings, while strategically placed calls to action encourage qualified leads to take the next step.
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Hestia
Pioneering the Future of Heating
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Located in Labrador, Canada, Hestia is at the forefront of an innovative intersection between commercial and industrial heating solutions and blockchain mining. The ambitious project aimed to establish a long-lasting brand that positions Hestia as a leader and pioneer in this unique industry
Project summary
CloseHestia
Located in Labrador, Canada, Hestia is at the forefront of an innovative intersection between commercial and industrial heating solutions and blockchain mining. The ambitious project aimed to establish a long-lasting brand that positions Hestia as a leader and pioneer in this unique industry
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Winding Road
Automotive Passion Meets Professional Excellence
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Winding Road embarked on a transformative journey to revitalize its brand identity as a distinguished dealer of rare and collector sports cars. The overarching objective was to elevate the brand's professionalism and enhance its emotional resonance
Project summary
CloseWinding Road
Winding Road embarked on a transformative journey to revitalize its brand identity as a distinguished dealer of rare and collector sports cars. The overarching objective was to elevate the brand's professionalism and enhance its emotional resonance
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I try to avoid it. But sometimes I like to work late nights.
Selected history
Experience
Product Design Lead & Art Director
Jiu Jitsu World League
Led product design and brand experience for a high-traffic digital platform. Focused on clarity, usability, and trust across complex user journeys where decisions had real consequences.
Web Designer, Product Designer & Webflow Expert
Jiu Jitsu World League
Designed and built user-centric platforms with an emphasis on clarity, flow, and reducing friction. Worked closely with stakeholders to translate complex offerings into simple, understandable experiences.
Web Strategist and Designer
360 House Remodeling
Led the full website strategy, design, and build. Focused on helping homeowners understand the scope, process, and fit before reaching out, reducing hesitation and improving the quality of first conversations.
Creative Director, Web and Branding
La Resistance Agency
Led website and brand strategy projects focused on clarity, positioning, and alignment between message and audience. Ensured design decisions supported business goals, not just aesthetics.
Lead Web Designer & Brand Strategist
La Resistance Agency
Oversaw end-to-end website and brand projects, from discovery to delivery. Focused on helping clients explain what they do clearly to the right audience.
Web & Brand Designer
La Resistance Agency
Worked on brand systems and rebrands where clarity and consistency were critical across multiple touchpoints. Helped teams translate abstract ideas into clear, usable visual systems.
Branding and Graphic Designer
Dtail Studio
Worked on brand systems and rebrands where clarity and consistency were critical across multiple touchpoints. Helped teams translate abstract ideas into clear, usable visual systems.
Senior Graphic Designer
Blacknosaur
Led branding and design projects with high visibility and strategic importance. Mentored junior designers and ensured design decisions supported long-term clarity and scalability.
Junior Graphic Designer
Blacknosaur
Built a strong foundation in design fundamentals while working on real client projects. Learned how to communicate ideas clearly and justify design decisions.
Graphic Designer
Play Business School
Designed visual identities and materials for educational programs and events. Focused on making information clear, accessible, and engaging.
Graphic Designer
Humana Plus Asesores
Supported branding and design needs across marketing materials. Built early experience translating requirements into clear visual output.
I appreciate you taking a look at my work and experience.
Send me a message and we can get to know each other. Not strings
Send me a message and we can get to know each other. Not strings
Contact info
sferminf@gmail.com
Dribbble portfolio
Download my CV