CIAO, I'M CHIARAI design as a creative, I think like a marketer.
I lead creative work for brands that scales across campaigns, websites, product and global brand identities that people smile at, click on, and remember.
/001
Come up with the idea. Figure out how it works across a campaign. Make it look good. Make sure people actually click on it.
I lead creative direction for campaigns across launches, lead gen, paid social, events, and all the other places one idea inevitably needs to show up.
Made ads that peaked at 0.80% CTR (60% above target) and sustained 0.57% CTR past $26K in spend. Learned that good creative and good performance are, conveniently, not mutually exclusive.
/002
Brands change. Products evolve. Teams grow, shrink and reorganize. Then one day you notice someone’s making docs with Claude, and it’s six fonts and a gradient nobody’s ever seen before.
I create visual identities and design systems for people and AI, so that happens a lot less. They work across tools, teams, agents and use cases, and they’re flexible enough to evolve without becoming unrecognizable.
/003
Design webpages for campaigns, products, and the occasional “we needed this live yesterday.”
I think about the story, the journey, and what someone should actually do once they land there. Still somehow end up making “just one more version.”
/003
AI has become a pretty big part of how I work. Not because it comes up with better ideas than me (it doesn't), but because it lets me do things I couldn't do before, and spend less time on the boring stuff.
I've been experimenting with everything from making ads to building brand systems that even AI can't mess up. Well, most of the time. Here's what I've figured out so far.