Pablo Sánchez Fernández

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

Brand
Design
& Visual
Systems

Structure that scales. Identity that holds.
Human craft. AI-powered production.
Selected work: L'Occitane, Paladar, Tidra and Transitions.

· Global Brand Platform · Campaign System & Packaging

L'Occitane · Global Brand Platform · Campaign System & Packaging · Creative Supervisor, VCCP Spain · Global pitch, 2020, rebuilt in 2026 as a full brand system.

· 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, brand book, Figma library and toolkit.

· Brand & Product Design · B2B nature-tech

Freelance Senior Brand Designer and Art Director · Tidra · B2B brand identity, data system and product suite for a coastal restoration company: monitoring platform, field app, reports, sales material, campaign, and brand guidelines, Figma library and toolkit.

· Global Campaign Visual System

Freelance Senior Brand Designer and Art Director · hired by VCCP Spain · Conceived and designed the visual system of the global pitch proposal for Transitions Gen S: the echo, a colour system and a toolkit for markets. The VCCP teams in Madrid, London and New York built the rest of the campaign around it. The global pitch was won.

Art Direction
& Campaigns

Ideas shaped for impact. Executed for consistency.
Selected clients: O₂, San Miguel, Microsoft and Banco Santander.

· Campaign Visual System

Freelance Senior Brand Designer and Art Director · for VCCP Spain · Designed the visual system for O2 Spain's transition campaign between two creative eras, built only from existing brand assets and rolled out across a national out-of-home plan of 100+ artworks.

· 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.

· 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.

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.