Jazmine DeCaro
Digital Art Director & Creative Technologist. Agency, in-house, publishing and independent practice.
I'm a Digital Art Director and Creative Technologist. I've worked on both the agency and the in-house side, so I solve from the outside in, and from the inside out.
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.
The most recent of those is Friendly Spaces, Switzerland's first family-friendliness label for the service industry. I wrote the 48-point audit standard, designed the brand, and built the app and the analytics dashboard that pulls the separate data sources into one report each partner venue can view live at any time.
Before that: art direction and design at Redact and Ruby, and social media management and art direction in-house at WILD, where I built up a brand's look and feel from the ground up.
It's not just about hitting KPIs. It's about representing a brand authentically and effectively, and then shipping that consistently.
The creative technologist half of that title appeared at some point in my career, and I began to use tech more in my practice. 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
- Design — Figma, Adobe CC, InDesign
Web & CMS — WordPress, Contao, HTML/CSS
AI — Claude, Claude Code, Codex: concepting, prototyping and light front-end - Worked at
- Redact · Ruby · WILD
Fresh Agency (own practice)
Friendly Spaces (founder) - Get in touch
- jazmine@decaro.ch
LinkedIn
Solving from the outside in, and from the inside out.
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.
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.