Hey, I’m fiorella

A Peruvian graphic designer based in Berlin blending psychology, design and strategy to create brands that feel clear and intentional.

My background in organizational psychology shapes the way I think about design and how people relate to it. It led me from studying human behaviour to building visual identities that make sense both emotionally and strategically.

I focus on branding and packaging, crafting design that tells a story and connects on a human level. Whether it’s creating a new identity or reworking an existing one, my goal is to make visuals that stand out and have purpose.

Let’s create something that speaks to people, not at them.

Reach out to me

WHY PSYCHOLOGY MATTERS IN MY DESIGN

Point 1

understanding people

Psychology shapes how I approach design.It helps me understand how people perceive and respond to visuals.

✓ Seeing through the audience’s eyes

✓ Design with behaviour & emotion in mind

Point 2

designing for emotion

Branding isn’t just how it looks — it’s about how a brand feels when someone first encounters it.

✓ Clear, confident, intentional visuals

✓ Every choice(type, color, layout)shapes emotion

Point 3

Connecting Ideas and People

Design bridges strategy and emotion — creating visuals that connect.

✓ Translating insights into meaning

✓ Clear. Intentional. Human.

MY EXPERIENCE

  • B.A. in Graphic Design and Visual Communication, Berlin International University (2020 - 2024)

    B.A. in Organizational Psychology, Universidad de Lima (2012 - 2018)

  • Nov 2024 - Selected as one of five creatives for a 3-month incubator by the global agency Anomaly.


    Worked on briefs for Tonies, Lidl, and German artist CRO, strengthening my conceptual and branding approach.

  • Designing across brands and projects with a focus on clarity, storytelling, and purpose.

    Oviva — Created performance-driven Meta ads for Oviva’s Growth team, adapting concepts across multiple formats while keeping a consistent, approachable brand feel.

    PUSH — Developed the packaging and visual system for PUSH, a nicotine pouch brand. Designed print-ready dielines and bold yet minimal layouts reflecting the brand’s energetic identity.

    Fourquarters — Collaborated with the Berlin-based art collective on social media and event visuals. Built a visual language that reflects their experimental, collaborative energy.