Syd FernandezArt Director · Designer

Art Director · Designer · Creative Lead

I make ideas
visible.

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

Selected work ↓
01

Selected work

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GM Canada

Wish & Win

Promotional Contest

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PC Financial MasterCard

Free Food Fast

Integrated Campaign

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GM Canada

Innovation Lives Here

PR Event Collateral

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Dealer Direct Network

Dealer communications, rethought.

Design & Program Launch

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BumRun

A charity brand built to run.

Concept & Design

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Lorelyn’s Gourmet Desserts

Made for the shelf.

Branding & Packaging

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The Bay

Christmas on Queen Street.

Christmas Retail Banners

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GM Canada

Making investment visible.

Infographic Design

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Citi Cards Canada

A language for insurance.

Insurance Coverage Icons

02

Beyond the finished piece

01

UX & interface design

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

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Creative systems

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

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03

About

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.