Trusted by teams across many industries
A few problems
I've made work
Each project presents a different challenge. Solving it requires understanding what matters, what doesn't, and how to set the priorities.
Brand Identity: Visual Language & Design System
Developed a complete visual language, from logo design and app interfaces to marketing materials and brand collateral, creating a consistent and memorable experience across every touchpoint.
Proactive Content Creation from an SEO Strategy
An AI-powered content engine connecting local search strategy to automated article generation, custom graphics, and notification approval loops.
Designing and Building an Automated Media Publishing Platform
Rebuilt a fragile legacy news platform into a scalable publishing ecosystem by redesigning its architecture and separating infrastructure responsibilities.
They Said It,
Not Me
A few words from people I’ve worked with across web, design, product and systems projects.
“Flossie is one of those rare creatives who just gets it. Whether it’s web, UX/UI, branding, or even structural design, she brings fresh ideas, great instincts, and an incredible eye for detail. She’s thoughtful in her approach, quick to solve problems, and always thinking about the user. Beyond her talent, she’s simply a lovely person to work with — positive, collaborative, and full of quiet confidence. I learned a lot working with her and would jump at the chance to do it again.”
“If you’re looking for someone to really add value to your AI development, website performance or add creativity to your team. I would without hesitation recommend Florencia she did amazing work for us at Miles Nelson and lot of the outward facing media platforms that we use were initiated by her.”
“Florencia is a standout tech leader—always ahead of the curve and deeply passionate about innovation. She combines sharp technical expertise with strong leadership, inspiring teams to push boundaries and deliver real impact.”
“Con creatividad y un gusto exquisito, la excelencia como premisa, pasión por su profesión, compromiso y absoluta responsabilidad, Florencia imprime su marca personal en cada uno de sus trabajos. Tenerla como colaboradora hace que todo sea más simple y otorga la tranquilidad de saber que el resultado es siempre superador.”
“Flossie is one of those rare creatives who just gets it. Whether it’s web, UX/UI, branding, or even structural design, she brings fresh ideas, great instincts, and an incredible eye for detail. She’s thoughtful in her approach, quick to solve problems, and always thinking about the user. Beyond her talent, she’s simply a lovely person to work with — positive, collaborative, and full of quiet confidence. I learned a lot working with her and would jump at the chance to do it again.”
“If you’re looking for someone to really add value to your AI development, website performance or add creativity to your team. I would without hesitation recommend Florencia she did amazing work for us at Miles Nelson and lot of the outward facing media platforms that we use were initiated by her.”
“Florencia is a standout tech leader—always ahead of the curve and deeply passionate about innovation. She combines sharp technical expertise with strong leadership, inspiring teams to push boundaries and deliver real impact.”
“Con creatividad y un gusto exquisito, la excelencia como premisa, pasión por su profesión, compromiso y absoluta responsabilidad, Florencia imprime su marca personal en cada uno de sus trabajos. Tenerla como colaboradora hace que todo sea más simple y otorga la tranquilidad de saber que el resultado es siempre superador.”
“Flossie is one of those rare creatives who just gets it. Whether it’s web, UX/UI, branding, or even structural design, she brings fresh ideas, great instincts, and an incredible eye for detail. She’s thoughtful in her approach, quick to solve problems, and always thinking about the user. Beyond her talent, she’s simply a lovely person to work with — positive, collaborative, and full of quiet confidence. I learned a lot working with her and would jump at the chance to do it again.”
“If you’re looking for someone to really add value to your AI development, website performance or add creativity to your team. I would without hesitation recommend Florencia she did amazing work for us at Miles Nelson and lot of the outward facing media platforms that we use were initiated by her.”
“Florencia is a standout tech leader—always ahead of the curve and deeply passionate about innovation. She combines sharp technical expertise with strong leadership, inspiring teams to push boundaries and deliver real impact.”
“Con creatividad y un gusto exquisito, la excelencia como premisa, pasión por su profesión, compromiso y absoluta responsabilidad, Florencia imprime su marca personal en cada uno de sus trabajos. Tenerla como colaboradora hace que todo sea más simple y otorga la tranquilidad de saber que el resultado es siempre superador.”
How I work.
What’s my process
Every project is different, but the way I approach problems stays the same: understand the mess, simplify the structure, and build something people can actually use.
Understand the problem
As Einstein once said, “If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” I approach projects the same way. Before proposing solutions, I focus on understanding what is really happening, identifying root causes, and uncovering what is getting in the way of the desired result.
Map the system
Once I understand the problem, I start mapping the system around it. Research, testing and observation help reveal how things actually work, not just how they are supposed to work. Theory can be very different from reality, which is why validation is a critical part of my process. I focus on building and testing a working solution first, then refining and improving the experience.
Design the solution
Once the solution is proven and the foundations are in place, it is time to make it human. Whether it is a logo, a website or an app, design helps people understand, trust and engage with what has been built. The visual layer is just as important as the underlying structure. What people see matters as much as what they don’t. Throughout this process, I keep the end user front and centre, designing with their needs, goals and experience in mind.
Make it work
A solution is never finished when it looks good. It needs to perform in the real world. I test, refine and validate every part of the experience before launch, using checklists, workflows and quality-control processes developed over years of practice. Everything has room to grow, but knowing when to stop refining and start delivering is just as important. The goal is to launch with confidence, minimise risk, and create a solid foundation for future improvements.
Interested in
working together?
Whether it’s a new product, a website, a brand or a complex business challenge, I’d love to hear about it.