About Felipe Pedraza
Introduction
I'm a Design Lead based in Miami, built across three continents, and looking for the next environment where range is an asset. Where design leadership, strategic craft, and the restless sense that better is always possible are as valued as the output.
My mind works like...
When I collect Pokémon cards, I find myself studying the design system. Have you noticed how rarity builds visual hierarchy? or how iconography scales across formats from tcg to video games?
When I watch a film with strong art direction, I'm analyzing layout decisions, scannability, what the eye follows and why. My soccer jersey collection is a running study in cultural translation — how a visual identity travels across geographies, what it gains, what it loses along the way. I don't turn everything into a design exercise on purpose. It's just how I see. That range, and the ability to connect things that don't obviously belong together, is the through-line in over a decade of work across EdTech, automotive, logistics, and consumer products. From Bogotá to Milan to Miami, leading teams of up to thirteen designers, building platforms for kindergartners, car buyers, CFOs, and classroom teachers.
Listening and caring
I’ve walked into struggling engagements and rebuilt them. Inherited teams without process and given them one. What's worked every time isn't a framework — it's the same instinct: listening until I actually understand, and caring enough about the people involved to make the work worth doing.
My team consistently says they feel safe, heard, and genuinely part of something. Clients say I earn their trust by understanding their domain deeply before I challenge it. I think those are the same muscle. Real curiosity about what's actually going on, and genuine care about who it affects. I bring that same approach to design problems too: the pure craft ones, the hairy organizational ones, and everything in between. A colleague once wrote that working with me can feel like a ride through complex, interconnected thinking. I'm working on the landing. The ride, I'll keep.
Case studies
Every project has a feeling that no interface can hold. The artwork is an attempt to get closer to that. Interfaces show what shipped. These pieces try to capture what the work actually felt like — to build, and to use.
JM Family’s Finance & Insurance Experience
Car buying's hardest moment. Made worth trusting.
Art: Hold tension without rushing to resolve it. That's the F&I experience Gyde is trying to change.
Great Minds’ Teacher Experience
Expert teachers. Software built around them.
Art: Good teaching is actually deeply ordered underneath, alive in the moment. Structure and spontaneity held together
Great Minds’ Student Experience
One of the country's most trusted curriculum, extended to digital.
Art: The rawness is intentional. Learning at this age isn't tidy, it's expressive, exploratory, and entirely its own thing.
