Hi, I'm fredolfo
Well, that's what my friends call me. I'm a Creative Leader working at the intersection of design, innovation, technology, and storytelling. Originally from Colombia and now based in the New York metro area, I've spent more than two decades helping global brands connect brand expression, experience design, and emerging technology.
My work focuses on human-centered thinking, storytelling, and systems-level strategy—building creative frameworks and AI-enabled systems that allow organizations to scale their narratives while preserving craft. I mentor multidisciplinary teams and enjoy weaving stories that resonate across cultures and geographies.
What I do
I specialize in transforming culture through brand experiences, leveraging Human-Centered Design to craft stories that connect with people—whether they're customers, internal teams, clients, or stakeholders.
As a designer, I understand the relevance of ergonomics, aesthetics, and user experience. As a marketing creative, I value the unexpected and embrace the power of cultural insights. I have a passion for technology and innovation, constantly pushing the boundaries of where creativity and technology meet—designing solutions that solve complex business challenges and connecting consumers to products and services on a personal level.
I have a strong focus on creative facilitation: the ability to listen to others, process information, and respond to feedback in an agile, value-driven way.
Specialties
CX Design, Digital Strategy, Product Design, Creative Direction, Art Direction, Concept Development, Design Sprints, Advertising, Branding, Team Leadership, Talent Recruiting, Team Structuring, Design Systems, Content Operations, AI-Enabled Workflows, Systems Thinking
Client Experience
Some clients I've had the privilege to partner with include:
Enterprise & Tech: Microsoft, SAP, Samsung, LG, HP, Google, Accenture, Xerox, ADP, Kyndryl, Volkswagen, Con Edison, TD Bank
Healthcare & Pharma: Pfizer, Johnson & Johnson, LifeScan, Humana, Sanofi
CPG & Lifestyle: Nestlé, Gerber, Danone, Electrolux, Clorox Group, Brita, Colgate, Bacardi, Campari, Davidoff, Texaco
Media & Entertainment: NBCUniversal, NHL, Time Warner Cable, United Nations
Financial Services: Vanguard, MetLife
Staffing & Services: Aerotek, Cellular South/C Spire, StartUpNY, Staples, Domino's