Jazmine DeCaro
Digital Art Director & Creative Technologist. Agency, in-house, publishing and independent practice.
I'm an experienced Digital Art Director and Creative Technologist with a background on both the agency and the in-house side, so I understand what a client needs and what it takes to deliver it week after week.
Across my career I've led multidisciplinary creative projects from concept to execution, combining strategic design thinking with emerging technology. The work tends to sit where visual identity meets digital product: brands that need to look like themselves in places a logo alone can't reach.
Most recently that's meant founding Friendly Spaces, Switzerland's first family-friendliness label for the service industry. I wrote the 48-point audit standard behind it, designed the brand, the app and the partner print system, and built the analytics dashboard that pulls five separate data sources into one report for each partner venue.
Before that: art direction and design at Redact and Ruby, and social media management and art direction in-house at WILD, where a day-and-a-half brand workshop with both founders became the basis for everything that followed.
It's not just about hitting KPIs. It's about representing a brand authentically and effectively, and then shipping that consistently, in three languages.
The creative technologist half of that title is the part I'd point at. Augmented reality for the Women in Fiction portraits, generative tools for the KSB illustration series, and a working product with real users behind Friendly Spaces. New tools are production techniques. I reach for them when they serve the idea and leave them out when they don't.
- What I do
- Brand identity and rebranding
Art direction
Service and product design
Social media strategy and management
Web design and prototyping
Workshops and positioning
AI and AR in creative production - Tools
- Figma, Adobe CC, InDesign
Generative AI for illustration and concepting
Prototyping and light front-end - Worked at
- Redact · Ruby · WILD
Fresh Agency (own practice)
Friendly Spaces (founder) - Get in touch
- hello@agency-fresh.com
LinkedIn
I understand what a client needs, and what it takes to deliver it week after week.
How I work
Position before pixels. Almost every project here started with a workshop or a strategy conversation, not a moodboard. Design decisions are easy once you know what you're arguing for.
Build the whole system, not the hero image. A logo that only works on a title slide isn't finished. The test is whether it survives a bathroom sign, a contract, an app icon and a story frame.
Ship it in every language it needs. Swiss work is rarely monolingual. Designing for German, English and French from the start avoids the layout that breaks the moment the copy grows 40%.
Use the new tools early, finish by hand. AI and AR are production techniques. I reach for them when they serve the idea and leave them out when they don't.