About
A designer, assembled from five disciplines.
I'm Da — currently in Milan, pursuing a master's in UX Psychology after a decade of moving between architecture, art direction and product design. The through-line has always been the same: how do we make experiences that feel considered, human, and worth returning to.
Chapter 01
Architecture
I started with buildings. Interior architecture taught me that space is a system of decisions — light, proximity, threshold — that quietly shapes how people feel inside it. Every design discipline I've picked up since is a version of that same idea.
Chapter 02
Art Direction
Then film. Five years inside a commercial production house — assisting, then directing art, then leading marketing — at TaProd, known for producing campaigns for Louis Vuitton, Hermès, L'Oréal and other global brands. Luxury taught restraint. Motion taught pacing. Both taught that every frame is a promise to the viewer.
Chapter 03
Motion & Visual
Between briefs I built my visual practice — brand systems, motion boards, colour scripts. This is where design stopped being decoration for me and started being a language with grammar and tense.
Chapter 04
UX Psychology
Milan, now. A master's in User Experience Psychology at Politecnico di Milano and Università Cattolica — behavioural science, cognitive load, decision architecture. The academic frame gives structure to what I'd been doing by instinct.
Chapter 05
Product Design
Everything converges here. Products are the medium where architecture, story, motion and psychology have to co-exist and still ship on Friday. That constraint is the fun of it.
Experience
Where I've spent my time.
- 2026 —
MSc UX Psychology
Politecnico di Milano · Università Cattolica - 2024 — 2025
Motion Designer
Central Marketing Group · Retail management - 2021 — 2025
Art Director & Marketing Manager
TaProd · Commercial production - 2019 — 2020
Assistant Art Director
TaProd · Commercial production - 2018
BA Interior Architecture
Graduated with distinction
Capabilities
What I bring to a team.
Product Design
End-to-end product work — from research and framing to ship-ready interfaces and design systems.
UX Research
Desk research, interviews, usability testing, and behavioural analysis grounded in cognitive psychology.
Design Systems
Component libraries, tokens, and documentation that scale a design language across teams.
Art Direction
Brand and campaign direction across print, film and digital. Five years across luxury and beauty.
Motion Design
Interface motion, motion concepts, and media design that serve the story, not the reel.
Visual Design
Typography, layout, colour and image-making. The craft layer that decides whether a product feels finished.
Prototyping
Figma, LLMs, Adobes. Working prototypes to validate before committing to production.
Strategy
Framing product bets, prioritising, and connecting design decisions to business outcomes.
Creative Direction
Setting the taste and pacing for a project, then holding the line through delivery.
Philosophy
I design for humans, not personas. Personas are a helpful fiction; humans are the actual clients, and they arrive tired, distracted, and holding a phone with a cracked screen.
Curiosity is the compound interest of design work. The best decisions I've made started as a question I couldn't stop asking.
Psychology is the difference between a product that works and a product that gets used. Cognitive load, defaults, feedback loops — these aren't tricks, they're respect.
Storytelling is how I test whether a system is coherent. If I can't narrate why the user is here, the design isn't finished.
Quality over quantity, always. I'd rather ship one thing that means something than five things that don't.