Pablo Sánchez Fernández

Senior Brand Designer & Art Director | Scalable Visual Systems | Creative Leadership

Brand Design
& Visual Systems

Structure that scales. Identity that holds.
Selected work: O2, Transitions and Paladar.

Campaign Visual System & Brand Continuity

Freelance Senior Brand Designer and Art Director · for VCCP Spain · Designed the campaign visual system that bridged O2 Spain's old and new creative eras: the concept, the rules and a Figma library behind 40+ formats across OOH, retail, press, digital and social, live in 3 weeks with 0 new shoots.

Global Campaign Visual System

Freelance Senior Brand Designer and Art Director · with VCCP Madrid, London & New York · Designed end to end the global visual system that repositioned Transitions Gen S as a lifestyle brand: the echo print idea, four visual constants, a colour system and a component library that three offices built the campaign from. The global pitch was won.

Brand & Product Design · Social dining app

Freelance Senior Brand Designer and Art Director · Paladar · Brand identity, brand voice and copy, product design for a mobile app, print, advertising and social.

Creative Art
Direction & Concept

Ideas shaped for impact. Executed for consistency.
Selected clients: L'Occitane, Microsoft, San Miguel and Banco Santander.

Global Repositioning · Visual Identity & Campaign

Creative Supervisor · VCCP Spain · Co-created the concept and led the art direction of a global brand repositioning pitch built across VCCP Madrid, London, Sydney and New York: one line, five pillars, the casting and the composition rules for every channel and market.

OOH & Interactive Storytelling

Senior Art Director · VCCP Spain · Led the art direction of the Windows 10 launch in Spain, an outdoor campaign on historic windows across the country and its case film, and made the parallax animation and the sound design myself.

Brand Experience & Cultural Activation

Creative Supervisor · VCCP Spain · Designed and conceptualised Casa San Miguel Ibiza, a four-weekend brand experience with Okuda, Ohm-G and Basilio Corral, and led the art direction of every asset: 38 creators, 5 international markets and 30 million impressions.

Cannes Lions

Banco Santander

Scuderia Ferrari Sponsorship · Campaign Platform

Senior Art Director · VCCP Spain · Won the account and co-created the "Driving with you" platform for the Scuderia Ferrari sponsorship, then led its art direction for two years: films with Vettel and Räikkönen and the Formula Rock activation, 21M people reached and a Bronze Lion at Cannes.