Building products that actually make sense.
I'm Adriano Fernandes. I started my career in Brazil as a graphic designer before moving to Canada to build digital products that are easy for people to use.
From Typography to Product
I started out in advertising back in Brazil. I spent years working with typography, color, and layout. It was great, but I eventually hit a wall. Making things look good wasn't enough if the underlying experience was broken. I shifted into UI/UX because I wanted to solve the actual problems people were having, rather than just decorating them.
Untangling the Mess
I've always paid attention to how people interact with the world around them. Whether someone is stuck in a poorly designed checkout line or struggling to set up a new phone, bad design causes real frustration. My goal is simple. I want to take a complex mess, untangle it, and build something that works well and looks good doing it.
New Horizons and AI
Moving to Canada in 2017 was a hard reset. I brought everything I learned in Brazil and adapted it to a new environment. Studying at BCIT in Vancouver helped me see that having a mixed background is actually a huge advantage in tech. Now, I'm focused on how we can use AI in design. Not to replace the creative process, but to build better tools that give us more time to focus on the human side of the work.