Nelson Fernandez: Design Director

I've had the privilege of working in house at multiple startups and fortune 500 companies, along with a wide variety of clients designing complex web applications, websites, ads, packaging, mobile sites, mobile apps, e-commerce sites, landing pages, email campaigns, direct mail campaigns, marketing collateral and more.

Summary of qualifications

  • Build and maintain visual branding for a wide range of design needs
  • Concept and develop multi-dimensional integrated campaigns across digital, print, and video
  • Lead projects through execution and develop digital/social content to drive lead generation
  • Facilitate team communication and creative development to deliver highly impactful designs
  • Synthesize emerging trends and insights to optimize consumer impact and engagement
  • Cultivate cross functional relationships with staff, agency partners, and key stakeholders
  • Creative expert on social and digital creative best practices

Professional Experience

Propeller Health (A Subsidiary of ResMed Inc.)

Design Director • (May 2015 - current)
San Francisco, CA / Madison, WI / San Diego, CA

Lead all aspects of visual design and marketing campaign development to engage consumers across marketing channels and multi-touchpoint integrated campaigns.

  • Mentor and manage the design team across creative and visual design, and liaise with partners, agencies, and freelancers while developing visual, UI, and UX.
  • Maintain visual brand consistency throughout design, visuals, PR, and branding.
  • Work closely with user research and user testing to define the Propeller Experience through communications, products, services, and experience.
  • Collaborated with agency partner to spearhead the company rebranding.
    • Repositioned the company from a small startup to a leader in med tech.
  • Designed B2B and B2C collateral to support sales and partner programs.
    • Used Marketo and Braze to create email drip campaigns to improve patient user experience and clinician user experience.
    • Designed customized email and direct mail enrollment campaigns for partners including Express Scripts, Dignity Health, and Walgreens.
    • Worked with internal events team and outside vendors to design booth displays, videos, collateral, and swag for conferences and events.
  • Created an enrollment flow from the landing page, to enrollment, medication selection, and user acquisition which enabled DTC patient enrollment.
    • Comply with HIPPA constraints, and specialize in data privacy and secure data transfer methods in conjunction with patient health information.
  • Liaised with executives to craft and design pitch decks for sales fundraising. Led to company acquisition by RESMED.
  • Established an asset library with a visual design styleguide, messaging, icons, photography, UI.

Gannett Company Inc. - USA Today 10best
Travel Media Group

Lead Visual and UI Designer • (January 2013 - April 2015)
San Francisco, CA / Greenville, SC / McLean, VA

Chaired all aspects of copy and visual design across a full range of marketing interfaces.

  • Consulted on visual design, UI design, UX design, and front-end HTML / CSS development for Gannett properties including USA Today 10Best,
  • Redesigned and of to responsive designs.

Travora Media

Lead Visual and UI Designer • (May 2012 - Jan 2013)
San Francisco, CA / NYC

Spearheaded visual, web, UI and front end development for Travora Properties.

  • Designed the visuals and user interface for the Travora iPhone app.
  • Led the art direction of Travora commercial, and created online ads, interactive PDFs, email newsletters, and marketing mock-ups for partner programs with large brands including Uber, Cadillac, Jetsetter, and United Airlines.

IODA (a subsidiary of Sony Music)

Creative Director • (May 2007- April 2012)
San Francisco, CA

Collaborated with executive team to lead the redesign of IODA’s brand identity.

  • Managed a team of three to redefine brand narrative and visuals, and execute this concept across business units to ensure consistent branding across channels.
  • Consistently developed the most successful online and print campaigns for SXSW annual campaigns.
    • Enabled the collection of thousands of targeted emails, drew in thousands of attendees at events, and led to sponsorships from major tech and music organizations which increased brand recognition.
  • Expanded social media presence and increased targeted email lists by re-branding and marketing a variety of IODA promotional properties.

Leadclick / Eadvertising (a division of the First American Corporation)

Lead Web Designer / Graphic Designer • (Feb 2005- May 2007)
San Francisco, CA

Created full scale online advertising and marketing campaigns including websites (design and front end web development), landing pages, banners, and email creatives.

  • Worked in a collaborative environment to deliver compelling marketing campaigns in the consumer products space according to product/client needs.

Skills Inc.

Lead Web Designer / Graphic Designer • (June 1999 - Feb 2005)
Berkeley, CA

Created, designed and maintained company e-commerce website, and managed project lifecycle from initial design and conception through completion.

  • Worked with design team to develop and deliver engaging, end-to-end user experiences through online and print advertising.
  • Developed and designed multiple online and print marketing campaigns to increase event awareness and drive ticket sales.
    • Campaigns led to sold out shows at San Francisco venues including the Bill Graham Civic Auditorium, Regency Ballroom, and the Concourse Executive Center.


University of California Santa Cruz
(1995 - 1999) • Santa Cruz, CA. BA Psychology

Conferences / Seminars / Courses

  • + Multimedia Studies Program: Web Design (SFSU College of Extended Learning)
  • + Responsive Design & Developement (Zurb)
  • + UX Design (General Assembly - Certificate Program)
  • + UI Design (Web Visions)
  • + HTML5 (Web Visions)
  • + CSS3 (Web Visions)
  • + Web Typography (Future of Web Design)
  • + Mobile UX Design (Web Visions)
  • + Visual Personality on the Web (Future of Web Design)
  • + WordPress (Web Visions)


  • + Visual Design
  • + User Interface Design
  • + User Experience Design
  • + Responsive Design
  • + Front-end Web Development (HTML5, CSS3)
  • + Information Architecture
  • + Graphic Design
  • + Illustration

Technical Proficiency

  • + UX Design
  • + Mobile UX Design
  • + UI Design
  • + Adobe Creative Suite
  • + Adobe Photoshop
  • + Adobe Illustrator
  • + Adobe Dreamweaver
  • + Adobe Indesign
  • + Adobe Acrobat
  • + InVision Web and Mobile Prototyping
  • + HTML5
  • + CSS3
  • + SASS
  • + Familiarty with Javascript / jQuery / PHP
  • + Wordpress
  • + Asana
  • + Github
  • + JIRA
  • + Braze
  • + Marketo
  • + Agile Process