Concept→Architecture→Design→Experience→

Art Director · Designer · Creative Lead

Campaigns, brands, digital experiences and creative systems. Selected projects from a career spent turning complicated things into clear, useful and memorable ones.

Selected projects ↓
Syd Fernandez
Syd Fernandez
View project ↗

GM Canada

Wish & Win

Promotional Contest
Beyond the finished piece

UX & interface design

User journeys, wireframes, prototypes and interfaces built around how people actually need to use them.

Creative systems

Templates, grids and design frameworks that let a brand stay coherent when the work scales across teams and channels.

Identity & branding

Logo and identity work for organizations, platforms and products across a range of categories.

Good creative should do more than look good.

I’m Syd Fernandez, an art director and designer based in the Toronto area. My work spans integrated campaigns, branding, digital, direct marketing, UX, retail and design systems.

I’m particularly interested in the point where an idea becomes a system: how a strong concept survives across formats, channels and real-world constraints without losing what made it good in the first place.