About

My Journey

I'm Francesca Martorelli, Lead Product Designer and Digital Branding Specialist, based in Amsterdam.

17 years in design, the last decade in digital, the last 10 leading teams. I build visual systems that scale, identities that hold up across every touchpoint, and digital experiences grounded in research and as considered as they look. UX/UI is the place where creative thinking and analytical precision meet.

I've had the privilege of shaping global brands including Google, YouTube, Mercedes-Benz, Philips, Coca-Cola, Heineken, The Body Shop, Nike, Huawei, HSBC, Ballantine's, KPMG, Odido, Air Wick, Waitrose and Formula E — collaborating with Pearlfisher, Landor, Design Bridge, McCann, TBWA, Saatchi & Saatchi, Hill+Knowlton, Oliver, DDB, Sky and Fitch.

I founded Above Beer Brand, a sustainable, multicultural beer label shortlisted at Dieline and Creative Pool, which sold 4,000+ bottles and donated 1,000 to Amnesty International and the British Film Institute.

The way I work: I balance aesthetics with functionality, design systems with intuition, user needs with business and technical reality. Empathy, shaped by working across cultures and disciplines, is what ties it together. I spot patterns, anticipate what will feel natural to users, and make thoughtful choices that don't just improve products but elevate them. I'm at my best in teams with diverse backgrounds and expertise, where everyone brings their piece of the puzzle.

I trained at IED Rome (BA Visual Communication), the UX/UI Specialisation at California Institute of the Arts, the Google Rare Leadership Academy (one of 70 globally, twice), the General Assembly UX/UI bootcamp, and most recently AI-powered design workflows at DesignLab. I'd love to pursue a part-time Master's in Human–Computer Interaction one day, I'm fascinated by how technology shapes behaviour, emotion and well-being, and how systems can respond more empathetically to human needs.

I believe in working purposefully, in teams that respect each other, on brands worth caring about. I mentor younger designers, lead ambitious projects, and use AI deliberately, to amplify craft, not replace it.

Outside work: portrait photography, children's books, interior design, hip-hop, literature, art, psychology, pilates. Animated films are my ultimate source of joy and inspiration.