My decade of design at Arduino® shaping a brand look & feel

When I joined Arduino®, the brand was still figuring itself out — messy in all the right ways. Over the next ten years, I got to help shape how it looked, sounded, and moved — from quirky puppets and launch campaigns to scalable brand systems and hands-on soldering kits. I’ve worked with the team to build scalable tools like the Arduino Brand Hub, led our most ambitious launches, and helped define a brand culture that balanced playfulness with precision.

When I joined Arduino®, the brand was still figuring itself out — messy in all the right ways. Over the next ten years, I got to help shape how it looked, sounded, and moved — from quirky puppets and launch campaigns to scalable brand systems and hands-on soldering kits. I’ve worked with the team to build scalable tools like the Arduino Brand Hub, led our most ambitious launches, and helped define a brand culture that balanced playfulness with precision.

My decade of design at Arduino® shaping a brand look & feel

Video by Fabio Ferrero

This page is a tour through the work, where design met strategy, and got a little weird, in the best way ✨

Along the way, I grew the design team, shaped how design gets done across departments, and made sure that creative momentum wasn’t just a buzzword, it was baked into how we worked. Whether mentoring junior designers or rolling out global systems, I focused on making great work, and making it easier to do great work.

I chose to stay when the rule is to jump from one company to the next every 3 years, not just to grow my skills, but to grow with the company. When I started, the design team was small and the to-do list was endless. Over time, I moved from creating illustrations and product visuals to leading campaigns, building systems, and collaborating internally for important partnerships with the likes with Google®, Bosch®, Arm®, and K-Way®. That consistency let me turn design into something strategic, trusted, and deeply embedded across the brand.

A macro detail of the PCB of the Arduino UNO R4 WiFi electronic board.
A picture of the Arduino Plant Watering Kit standing on a desk, aligned with a mobile phone, a potted plant, and a few electronic components.
A 3D render of the Arduino Nano RP2040 board, standing besides some colorful blocks resembling a toy building. The shadow of the Arduino Braccio ++ looms over the board.

Branding

Branding

From systems to swag, I helped shape how Arduino shows up in the world; consistently, playfully, and with just enough weird. Whether it was an event, a character, or a hoodie, the goal was the same: make the brand feel human.

Design systems, motion, merch, and moments, all working together to build a brand people recognize and actually like.

A render of the Arduino Partners Conference lanyard, with Fabrizio's details printed on it.
Case Study

Arduino Blew My Mind at the Partners Conference

Events Design

I shaped how Arduino showed up in the real world, from keynote stages to conference totes. The goal? Make people feel part of it.

A render of the Arduino Partners Conference lanyard, with Fabrizio's details printed on it.
Case Study

Arduino Blew My Mind at the Partners Conference

Events Design

I shaped how Arduino showed up in the real world, from keynote stages to conference totes. The goal? Make people feel part of it.

A render of the Arduino Partners Conference lanyard, with Fabrizio's details printed on it.
Case Study

Arduino Blew My Mind at the Partners Conference

Events Design

I shaped how Arduino showed up in the real world, from keynote stages to conference totes. The goal? Make people feel part of it.

An illustration of the Arduino Cloud Widgets dashboard showcased on a laptop white mockup. Two illustrated hands interact with the keyboard, while some simplified flowers blooms from behind the screen.
Case Study

Drawing the Arduino Universe

Illustrations & Motion

From abstract puppets to animated emails, I used motion and character design to bring warmth and personality to a tech-driven brand.

An illustration of the Arduino Cloud Widgets dashboard showcased on a laptop white mockup. Two illustrated hands interact with the keyboard, while some simplified flowers blooms from behind the screen.
Case Study

Drawing the Arduino Universe

Illustrations & Motion

From abstract puppets to animated emails, I used motion and character design to bring warmth and personality to a tech-driven brand.

An illustration of the Arduino Cloud Widgets dashboard showcased on a laptop white mockup. Two illustrated hands interact with the keyboard, while some simplified flowers blooms from behind the screen.
Case Study

Drawing the Arduino Universe

Illustrations & Motion

From abstract puppets to animated emails, I used motion and character design to bring warmth and personality to a tech-driven brand.

A girl look at an Arduino Giga R1 Board, while on a laptop, in the background, it is portrayed the user interface of the Arduino Brand Hub.
Case Study

The Brand Hub, a design gospel

Brand Systems

The rules, tools, and tone that made Arduino recognizable, and usable; across teams, vendors, and formats.

A girl look at an Arduino Giga R1 Board, while on a laptop, in the background, it is portrayed the user interface of the Arduino Brand Hub.
Case Study

The Brand Hub, a design gospel

Brand Systems

The rules, tools, and tone that made Arduino recognizable, and usable; across teams, vendors, and formats.

A girl look at an Arduino Giga R1 Board, while on a laptop, in the background, it is portrayed the user interface of the Arduino Brand Hub.
Case Study

The Brand Hub, a design gospel

Brand Systems

The rules, tools, and tone that made Arduino recognizable, and usable; across teams, vendors, and formats.

A girl stand at a table, going through the pages of the Starter kit guide book, while a laptop sits in front of her on the table.
Case Study

Arduino® Wear the Code, Capsule Collection

Merch & Physical Touchpoints

Capsule collections, welcome kits, wearable weirdness; I made the brand tangible, memorable, and just a bit collectible.

A girl stand at a table, going through the pages of the Starter kit guide book, while a laptop sits in front of her on the table.
Case Study

Arduino® Wear the Code, Capsule Collection

Merch & Physical Touchpoints

Capsule collections, welcome kits, wearable weirdness; I made the brand tangible, memorable, and just a bit collectible.

A girl stand at a table, going through the pages of the Starter kit guide book, while a laptop sits in front of her on the table.
Case Study

Arduino® Wear the Code, Capsule Collection

Merch & Physical Touchpoints

Capsule collections, welcome kits, wearable weirdness; I made the brand tangible, memorable, and just a bit collectible.

Marketing
Campaigns

Marketing
Campaigns

Specs are easy. Stories stick. At Arduino, I helped turn product launches into moments; blending motion, narrative, and just enough drama to make people care.

These campaigns turned technical details into emotional hooks; blending 3D, motion, storytelling, and strategy to turn launches into brand moments. Visit the latest 2 marketing campaigns I contributed to.

A photo of a girl taking a look at the Arduino Plug and Make Kit box, just took out of a shipping parcel.
Marketing Campaign

Arduino Plug, Play and Prototype

A photo of a girl taking a look at the Arduino Plug and Make Kit box, just took out of a shipping parcel.
Marketing Campaign

Arduino Plug, Play and Prototype

An animated GIF of the Arduino UNO R4 WiFi board. Only the silhoutte of the board is visible, completely dark in front a bright white backdrop. Only a heart blinks, in red, over a set of LEDs on a LED matrix.
Marketing Campaign

UNO R4, A New Dimension of Making

An animated GIF of the Arduino UNO R4 WiFi board. Only the silhoutte of the board is visible, completely dark in front a bright white backdrop. Only a heart blinks, in red, over a set of LEDs on a LED matrix.
Marketing Campaign

UNO R4, A New Dimension of Making

Care to see more projects?

Check my projects archive,
or my about page!

Check more of my
main projects,
or my about page!