Manifesto
Live simply. Design intentionally. Lead with a smile.
I. The Journey is the Design
Simplicity is the starting point. I began in the structured world of design, learning that complexity serves no one. Whether it’s a product's interface or a brand’s message, my goal is always to reduce friction. If it feels hard, I've failed. If it feels simple, I'm just getting started.
II. The Power of Alignment
From drawing boards to digital campaigns, I find joy where function meets feeling. It's not just about creating a good product; it's about understanding how to present and sell the story. I bridge the gap between creation and connection, ensuring that every design and every word is perfectly aligned with the purpose.
III. The Sliding Door Principle
I embrace the unexpected shift. The best paths aren't always straight—they lead from Milan to Amsterdam, from product to promotion, from leading the UI to leading the team. I believe in taking calculated risks and turning every new experience into specialized expertise. I am always evolving.
IV. The Human Element
People are the core of the work. I value connection—the camaraderie of friends and the joy of making an audience happy. My ultimate measure of success is not a design prize but the feeling of having made something easier, clearer, or brighter for someone else.
V. Direction Forward
I am a combination of Versatile, Evolving, and Impactful. I bring clarity to content, concept to copy and direction to advertising. I am ready to help, and my most important tool is the ability to see the bigger picture while caring for the smallest detail.
Who's Fra?
My name is Francesco Barberini, but please call me Fra ;)
I love easy things, friends, travelling, sports and making people happy.
I was 10 when I opened my first design software: CorelDRAW... don't ask me how I didn't get traumatised by its UI! After studying Graphic Design in High School, I went on to study Product Design at Uni.
My career started in Milan, where I was designing incredible kitchen hoods (some won design prizes, wuhu!) and UI for induction hobs. (If you don't know how to use an induction hob, it could be my fault, but c'mon, I was still young).
During my time in product design, I realised that what I really liked was thinking about how to present and sell those products, so I aligned my career to Branding. I'm still doing branding and packaging on my spare time... and I love it.
In the past years, a sliding door brought me to Amsterdam where I entered the marketing world. Along the journey, I had the chance to lead small teams and specialise in Digital Advertising, getting expertise in content creation, copywriting, concepting and art direction.
I'm quite confident today that I can help you in many ways, feel free to reach out!