Design Director & Head of Design

A design director, or head of design, makes every visible part of a brand (identity, type, layout, imagery and motion) work as one system, and leads the people who make it. I'm Vasco Vicente, an independent design director and creative director in Amsterdam, trained in graphic design and film at IADE, with over two decades of experience.

Award-winning design leadership

  • British Airways – "Reflections" (Uncommon Creative Studio, London, 2025): the design guideline system and out-of-home. 3 Silver and 3 Bronze Lions (Outdoor), Cannes Lions 2026; The One Club 2026: Best of Discipline Pencil, 2 Gold, 1 Silver, 2 Merits.
  • Ray-Ban Meta (Studio Herrström, Vienna, 2025): Design Director.
  • Rumble (MullenLowe UK, 2025): winning pitch as Design Director and Creative Director.
  • Cottonelle and Cif (MullenLowe Global, Singapore, 2025): design system refresh.
  • Apple – "Shot on iPhone 16 Pro": identity, creative and art direction.
  • Heineken – Legendary Posters; S7 Airlines (FWA Site of the Day).

As your head of design

  • Design systems and brand identity: the rules and components that keep work consistent (see Brand Design Systems).
  • Typography and layout (Typography & Poster Design).
  • Motion language, informed by an MA in Film, Photography & Animation.
  • Team leadership: briefing, reviewing and raising the standard of designers, animators and partners.
  • Quality control across agencies and markets.

Interim or freelance head of design

I join teams as a freelance or interim design director, for a pitch, a launch or a system overhaul, in Amsterdam, across Europe or remotely.

Design director in Amsterdam and Europe

Based in Amsterdam; recent design leadership in London, Vienna and Singapore.

Recognition: 80+ awards and honours. Highlights:

  • Cannes Lions 2026: 3 Silver Lions and 3 Bronze Lions, Outdoor, British Airways "Reflections"
  • The One Club 2026: 1 Best of Discipline Pencil, 2 Gold Pencils, 1 Silver Pencil, 2 Merits, British Airways "Reflections"
  • Shots Awards 2025: Bronze, Cinematography, Apple "Shot on iPhone 16 Pro"
  • Webby Awards 2023: Winner, Nike "Runners Helping Runners"
  • Webby Awards 2023: Winner, Best Social Commerce, "World of Wish"
  • Clio Awards 2022: Silver, Nike "Runners Helping Runners"
  • FWA Site of the Day: S7 Airlines

See all awards →

Discuss a design role or project →

FAQ

What does a design director or head of design do?
A design director or head of design sets and protects a brand's visual and motion language and leads the designers and partners who produce the work, so every output is consistent and high quality.

Which design projects has Vasco Vicente led?
The British Airways "Reflections" design guideline system with Uncommon Creative Studio, Ray-Ban Meta as Design Director with Studio Herrström, the Cottonelle and Cif design system refresh with MullenLowe Global, and the winning Rumble pitch with MullenLowe UK.

Is Vasco available as an interim head of design?
Yes. Vasco works as a freelance or interim design director for agencies and brands, in Amsterdam, across Europe or remotely.