Design begins long
before the first sketch.
    
I'm Luisa Fecchio, a Brazilian Brand, Editorial & Digital Designer driven by observation, visual storytelling and the creation of meaningful design systems.
I believe design begins long before the first sketch. It starts by paying attention, observing people, behaviors, spaces and the often unnoticed details that shape everyday experiences. This perspective has guided my work since my undergraduate thesis, which explored the relationship between photography, urban memory and graphic design through an empirical observation of the city. The project investigated how editorial design can transform everyday visual fragments into meaningful narratives, reinforcing my belief that careful observation is one of a designer's most valuable tools.
Over time, this way of thinking expanded beyond storytelling and became part of my design process itself. The same curiosity that helps me identify visual narratives also enables me to recognize inefficiencies, rethink workflows and approach design process optimization as an integral part of the creative practice. For me, observation is not only essential for creating meaningful design, it's equally important for improving how design is made.

Throughout my career, I've collaborated with brands such as FILA, New Balance, Umbro, ÖUS, Logitech, NBA, Caloi and Street Fighter, developing projects across branding, editorial design, digital experiences, retail communication and exhibition design.




Alongside my commercial work, I've built an ongoing relationship with the contemporary art world, collaborating with galleries including Galeria Leme, Luisa Strina and ABERTO. I was part of the creative team behind both the ABERTO3 and ABERTO4 editions, contributing to the publication's editorial design and visual communication. The 3rd edition took place simultaneously at Ateliê Tomie Ohtake and Chu Ming Silveira's House, while the 4th edition was held at Maison La Roche, Le Corbusier's iconic modernist residence in Paris.
Editorial design remains one of the strongest pillars of my practice. Whether designing books, exhibitions, identities or digital experiences, I'm interested in building visual narratives that are clear, structured and emotionally engaging.
Seeking to expand this perspective, I completed a Master Course in Visual Design at SPD Scuola Politecnica di Design in Milan, while working at CBA Italy, where I collaborated on branding projects for international clients and deepened my understanding of design as a strategic discipline.
Today, my work is focused on Customer Experience, designing digital ecosystems across websites, mobile applications and e-commerce platforms. Alongside interface and visual design, I dedicate significant attention to design operations, developing automation tools, optimizing workflows and creating scalable systems that improve efficiency without compromising creativity.
Ultimately, I see design as the ability to observe, understand and connect. Whether shaping a visual identity, an editorial publication, a digital product or a creative workflow, my goal is always the same: to build thoughtful systems that make ideas—and the way we work with them—more meaningful.

MY ROLE
Brand Design | Editorial Design | Digital Design | UX/UI Visual Identity | Exhibition Design | Retail Experience|  Art Direction|  Creative Systems|  Design Operations|  Process Optimization
CONTACT ME:

11 994538992  |  luisafecchiodesign@gmail.com
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