NEW YORK, USA // Fernando leads the branding team at FCB Health in the development of product and corporate brand identities.
As the leader of the branding team, Fernando directs all aspects of the brand development process, leading all efforts of design development and implementation for global and regional brands. His branding skills lie in the creation of compelling designs, brand experiences, and in the creation of identity systems and guidelines for corporate and product brand identities.
Fernando was instrumental in the brand identity development and maintenance of global and regional brands such as; Entresto, Jardiance,Opdivo, Nucynta, Seasonique, Pontevia, Ofev, Auryxia, Spiriva, RotaTeq, Hylenex, Tredaptive, Dermabond, Saflutan, Grastek, Synergy Pharmaceuticals, etc. His clients have included leading pharmaceutical companies such as: Merck, BMS, Novartis, GSK, Lilly, and Genentech.
His branding expertise has been key in solving complex brand architecture challenges such as mergers, acquisitions, brand realignment and creation of branded franchises. Fernando led the branding team in the creation of a comprehensive brand architecture and identity systems for McKesson Specialty Health and all of its product offerings. Also, he was responsible for systemizing the corporate footprint for all Merck/MSD communication segments.
Fernando holds a BFA on Communication Design from Parsons School of Design and a AAS in Graphic Design from Altos de Chavón School of Design (an affiliate of Parsons School of Design) where he is invited to teach branding summer program for local and international students.