BORN digital,
shaped by design.
Federico Merlo
SENIOR ART DIRECTOR & VISUAL DESIGNER
Born digital, shaped by design, this is my essence. I kickstarted my journey in informatics during high school, mastering the digital world from the ground up. My passion for aesthetics and functionality led me to industrial design at the Architecture University of Genoa. After graduating, I set my sights on Turin, where I specialized in transportation design with a post-graduate master’s degree.
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My career took off at Italdesign-Giugiaro, inside the Volkswagen Group, where I honed my skills at the intersection of innovation and automotive excellence. From there, I transitioned into the world of luxury and beauty as a Digital Art Director at 2thepoint in Milan, crafting digital experiences for L’Oréal, La Roche-Posay, Rimmel, and Cartier.
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Seeking new creative frontiers, I moved to Switzerland to shape user experiences as a Visual & UI Designer at lastminute.com Group. Always driven by curiosity, design, and digital evolution, I’m on a continuous quest for inspiration and bold challenges worldwide.
EXPERTISE
I blend creativity, strategy, and technology to craft impactful brand experiences. With a focus on art direction, user interface, and web development, I design seamless digital and visual identities that resonate across different markets. Working in an international environment, I thrive in team coordination, ensuring smooth collaboration between creatives and developers. From ATL/BTL campaigns to motion design, I bring concepts to life through storytelling and dynamic visuals. Always driven by networking and innovation, I create connections that elevate brands and projects.
Brand & Visual Strategy
Art Direction – ATL/BTL – Motion Design
I craft compelling visual identities and campaigns that balance creativity and strategic communication, ensuring brand consistency across all media, from traditional advertising (ATL) to targeted marketing activations (BTL). Motion design adds dynamic storytelling to enhance engagement.
Digital Experience & Development
User Interface – Web Development – International Environment
I design and develop seamless digital experiences, ensuring usability and aesthetics go hand in hand. My work thrives in international environments, adapting to different markets and cultural nuances to create web solutions that resonate globally.
Team & Project Coordination
Team Coordination – Networking
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Bringing together creatives, developers, and strategists, I facilitate collaboration and innovation. My strong network and leadership skills ensure smooth workflows, fostering synergy between teams to deliver outstanding projects.
PROFESSIONAL
The power behind the craft: Tools & Workflow
I navigate seamlessly between Adobe Creative Suite and Figma, transforming ideas into refined designs and intuitive interfaces. My expertise in strategy and advertising ensures every project is driven by purpose, balancing creativity with business impact. From concept to execution, I craft compelling brand stories with precision and vision.
FIGMA
80%
MOTION DESIGN
70%
ADOBE CREATIVE
95%
CRM DESIGN
85%
ADV CAMPAIGN
95%
INTERFACE DESIGN
85%
STRATEGY
100%
Experience
The power behind the craft: tools & workflow. With a background in art direction, UI design, and web development, I have led projects in international environments, managing team coordination to deliver seamless digital and brand experiences. My expertise spans ATL/BTL advertising, motion design, and strategic networking, ensuring impactful storytelling and brand growth.
2017 - ongoing
FREELANCE
Art director & Visual designer
Life Cucine: UI and Visual designer, lead generation campaign.
Studio Volpi: Art direction
Canali: Illustrations for social campaigns. Cartier: Art director for jewelry campaigns. Retex: Graphic designer for client’s Company communication campaign.
Bianchi Group: UI for web development.
2021-2023
CHAMBER OF COMMERCE
Visual designer & Marketing Specialist
I looked after the UI, visuals and advertising campaigns. I have been involved into the "Italian government digital identity" platforms development (SPID). I was in charge of the e-mail mkt design development and management.
2015-2021
LASTMINUTE.COM GROUP
2012-2015
Visual and UI designer
Travel-Tech and e-commerce worldwide company. UI and Visual designer for UX projects and App development. I managed the Design System, illustrations and creative digital campaigns.
CONSULTANT
Digital Art director
​L‘Oreal: Creative designer and adv. dev. Garnier: Packaging designer.
Calvin Klein: UI and creative designer.
Rimmel: UI and graphic designer for website development, launch and maintenance.
La Roche-Posay: Sale managers’ App development and communication specialist.
2011-2012
ITALDESIGN GIUGIARO
VOLKSWAGEN GROUP
CAS 3D Modeller
Projects into the Research & Design department (interiors and exteriors trims) and body package.
2009-2011
CIVICO 31
Graphic & web designer
Creative development and print adaptation.
CONT-ACT
Hi there!
If you need any further detail or information regarding collaborations, please feel free to contact me using the form. I'll get back to you as soon as possible!