Jim Fernandez

Graphic Designer and Photographer with 30+ years of experience in executing creative ideas using the Adobe Creative Suite. Proven expertise in conceptualizing and designing impactful corporate & marketing collaterals across print and digital platforms, resulting in enhanced brand visibility and audience engagement. Adept in Art Direction, Branding, Marketing Communications, Page Layout, Photography, Product Packaging, and Print Production.

05/2025 – 09/2025

ALINO HOTEL (KeyLand Corp.) upscale local hotel in New Manila

E. Rodriguez Sr. Avenue, New Manila, Quezon City

Marketing Executive / Graphic Designer

• Served as the custodian and support for all Brand Identity Designs for both printed and digital marketing collaterals.
• Monitored and updated hotel activities across brand and OTA (Online Travel Agency) partner websites, social media platforms, and facilitated the marketing and promotional collaterals to drive sales effectively.
• Cultivated and maintained strong relationships with key media partners.
• Supervised, directed and edited the development (copy, design, layout) of all collaterals and in-house graphic design, including promotional flyers, brochures, menus, guest information pieces, signages, forms, invites, etc.)
• Proactively proposed promotions in additional profit centers such as in Food and Beverage (e.g. all-day dining & in-room dining), seasonal promotions, and designed advertising materials accordingly.
• Ensured the brand website content remained current and was regularly updated.

10/2024 – 01/2025

AMMEX I-SUPPORT WORLDWIDE, INC. | SPARTAN INVESTMENT GROUP (Colorado, USA)

offshored business via BPO company

Cyberscape Alpha Building, Garnet and Sapphire Streets., Ortigas Center, Pasig City

Graphic Designer

• Created high-quality and engaging visual assets across a diverse range of digital and print media,

including email assets, social media graphics, PowerPoint presentations, print materials, physical and digital catalogs,

and product sell sheets adhering to Spartan Investment Group’s Brand Guidelines.

• Developed innovative concepts and design solutions tailored for various marketing and advertising initiatives.
• Collaborated with cross-functional teams to gather project requirements and ensured design solutions aligned with project objectives.
• Refined and enhanced existing visual assets as necessary.
• Assisted in the development and maintenance of brand guidelines to guarantee consistency across all channels.
• Worked closely with the Marketing team, ensuring all designs aligned with the overall marketing strategy.
• Remained updated on the latest design trends, tools, and technologies.

08/2023 – 07/2024

MICROSOURCING PHILIPPINES, INC. | NAUMI HOTELS (Singapore, Australia, New Zealand) offshored business via BPO company

Harton Corporate Center, E. Cuenco Street, Aseana Complex, Tambo, Paranaque City

Graphic Designer

• Collaborated closely with the client’s Marketing team on creative designs for all social media, marketing, promotional and advertising collaterals.
• Primary focus was on creating artwork for Naumi Hotels’ communications, including stationery, brochures,

flyers, digital media, social media, EDMs, events, and promotional materials.

• Developed concepts and mood boards aligned with the Naumi Hotels brand.
• Provided social media support by curating Instagram feeds to ensure aesthetic appeal in line with Brand Guidelines, while managing community interactions.
• Responded efficiently to advertising requests and established an organized workflow for managing communication and timelines.
• Produced precise, high-quality artwork in accordance with Brand Guidelines and standards.
• Enhanced designs and artwork by gathering pertinent information and data to clarify design requirements.
• Utilized innovation to clarify briefs and meet cost and time constraints.
• Managed all internal and supplier relationships professionally, ensuring thorough communication of briefs and orders.
• Maintained an integrated database for image and product information relevant to media assets.
• Supported external trade shows or sponsorship events requiring graphic design expertise.
• Ensured a seamless workflow by managing project timelines and artwork production demands.
• Maintained a comprehensive historical file of all produced creative materials and artworks.
• Facilitated effective inter-team communication while managing expectations.
• Assisted the Marketing team with additional tasks as required.

06/2022 – 08/2023

RAEMULAN LANDS, INC. | Joy-Nostalg Group (Real Estate Company)

Joy-Nostalg Center, ADB Avenue, Ortigas Center, Pasig City

Multimedia Management Officer

• Conceptualized, developed and produced multimedia communication materials (e.g. videos, posters, announcements, social cards, etc.) including the timely design of templates that effectively promoted the brand message of the units’ products and/or services while adhering to prescribed Brand Guidelines.
• Developed graphic materials (e.g. image enhancements, infographics, etc.) for websites and social media platforms.
• Captured photos and videos for documentation, maintaining the company’s photo database.
• Supported event management and production, including video editing and presentation deck creation.

06/2005 – 08/2020

CROWNE PLAZA MANILA GALLERIA / HOLIDAY INN MANILA GALLERIA (5-star Hotels)

(Hotel properties owned by Robinsons Land Corp. / JG Summit Co. & managed by the InterContinental Hotels Group)

PR & Marketing Communications Dept., Ortigas corner ADB Avenues, Ortigas Center, Quezon City

Senior Graphic Design Artist

• Designed marketing and corporate materials for both hotels for internal & external use.

(e.g. banners, brochures, calendars, eDMs, flyers, forms, invites, menus, newsletters, posters, packaging, print ads, etc.)

• Ensured that all projects adhered to the marketing and Branding style Guidelines of both hotels.
• Collaborated closely with the PR & Marketing Communications (PRMC) Manager on content and art direction of promotional materials for print and online medium.
• In the absence of the PRMC Manager, assumed responsibility for design-related and administrative decision-making and assisted with video/photo shoots for publications and media events.
• Assisted in proofreading media releases, marketing collaterals, and the production of Press Releases.
• Spearheaded photography sessions and contributed creative outputs for hotel photos used in Press Releases and marketing collaterals, as well as pictorials for internal and external events.
• Coordinated with suppliers (printers & publications) regarding project production and timely delivery.
• Monitored and requested materials, supplies and equipment from the purchasing department and direct suppliers.
• Provided coaching and mentorship to other artists on creative and technical (hardware/software) aspects.

02/2004 – 03/2005

PINNACLE EQUITY VENTURES, INC. (Häagen-Dazs Ice Cream) (Food & Beverage Company)

(Franchisee of Häagen-Dazs Cafe/ Oliver’s Super Sandwiches/ Max Brenner Chocolate Bar/ Zhongnanhai Chinese Bistro)

West Tower, Phil. Stock Exchange Centre (Tektite Bldg.), Ortigas Center, Pasig City

Officer-In-Charge (OIC) of Marketing Comms Dept. / Creative Head (Senior Graphic Artist )

• Reported directly to the President and General Manager (owners) and to the Operations Manager as the

Creative Head and Officer-In-Charge (OIC) of the Marketing Communications Department responsible for the marketing, design & visual merchandising needs of four brands.

• Conceptualized and designed materials for all the 18 Stores ( 8 Haagen-Dazs, 8 Oliver’s, 1 Max Brenner,

1 Zhongnanhai ) including improvements/renovations in store layouts.

• Collaborated with the Operations Manager, Finance Manager and Store Managers to develop and implement promotional strategies aimed at meeting outlet sales targets.
• Issued memoranda regarding all promotions, product developments, or events to all outlets.
• Maintained regular communication with the Press Relations agency concerning press releases and media efforts to ensure positive publicity for the company.
• Assisted press photographers and conducted photoshoots for marketing materials.
• Coordinated with suppliers for the production of printing projects.

06/2000 – 01/2004

UNIT ONE DESIGN, INC. (Design Agency)

Cityland 10, Tower 2, HV Dela Costa cor. Valero Streets., Salcedo Village, Makati City

Senior Creative Consultant (Freelance Graphic Designer / Art Director)

• Conceptualized and designed marketing and promotional materials tailored to a client’s creative needs.

(clients include Purefoods, Quaker Oats Asia, Del Monte, Caltex, Getz Bros, etc.)

• Art directed photography sessions based on approved layouts with professional photo studios.
• Supervised fellow artists on both creative and technical (hardware/software) aspects of the studio.
• Coordinated with suppliers for color separation/printing related to project production.
• Provided photography services for out-of-town shoots and digital imaging.
• Maintained the computer systems (Mac/PC) and other equipment/peripherals.

08/1999 – 05/2000

PIXELMAGIC, INC. (Digital Imaging/Printing Studio & Service Bureau)

The Gallery Building, Amorsolo Street, Makati City

Graphic Designer / Digital Artist

• Designed the company’s in-house creative materials (ads, brochures, flyers, forms, etc.).
• Produced various design needs for clients (corporate identity, posters, etc.).
• Handled retouching and image enhancement for photographic images.
• Assisted the production team with high-end drum scanning, CD-writing, and large-format printing.

05/1996 – 03/1999

UNIT ONE DESIGN, INC. (Design Agency)

PISO Building, Arnaiz Avenue, Makati City

Senior Graphic Designer

• Focused in creating fresh, outstanding and effective designs and products that addressed clients’ marketing communication needs, including annual reports, brochures/flyers, packaging/labels, merchandising materials, visual corporate identity.
• Acted as Art Director for photography of approved layouts.
• Initiated requisitions for the Creative Department’s needs, including reference materials,

studio art materials/supplies, and computer peripherals/upgrades.

• Managed PC computer systems, including software installation & troubleshooting.
• Assisted staff with any computer software problems.

08/1995 – 04/1996

THE FIRST COUPON CO. (PHILIPPINES), INC. (Marketing & Promotions Company)

Vernida 1 Building, Amorsolo Street, Legaspi Village, Makati City

Senior Artist

• Designed coupons and advertisements for cash register tapes (supermarket receipts), from conceptualization to preparation of camera-ready artworks (pre-press) for printing.
• Coordinated with printers regarding the quality of printed materials.
• Engaged in visual merchandizing, layout and design of in-house materials

(e.g. corporate identity, brochures, business cards, office forms, newsletters, etc.)

• Oversaw the systems & maintenance of all office computers and peripherals.
• Provided technical assistance to employees for computer software issues.

12/1994 – 06/1995

RAYDOT ADVERTISING & PROMOTIONS PTE. LTD. (Advertising Agency)

Race Course Road, SINGAPORE

Graphic Designer

• Designed advertising and promotional materials from conceptualization to final art for a client’s corporate campaigns & activities (e.g. brochures, packaging, POP materials, and print ads).
• Composed storyboards for TV Commercials, executed basic copywriting for advertisements/promo materials, and directed photography sessions.
• Performed minor tasks involving computer maintenance and technical supervision for PCs and Macs.

04/1993 – 12/1994

UNIVERSITY MULTIMEDIA PRODUCTION CENTER (Educational Institution)

The Philippine Women’s University (PWU) Campus, Taft Avenue, Manila

Computer Graphic Designer / Photographer / Videographer

• Produced layouts and designs for the university’s instructional materials, and promotions including ads, brochures, flyers, manuals, newsletters, and posters.
• Photographed and recorded videos during special events.
• Conceptualized and executed the design for the revised edition of the PWU Student Handbook.
• Assumed the role of Production Manager for the Desktop Publishing Department as needed.

Tertiary (1989 – 1993)

THE PHILIPPINE WOMEN’S UNIVERSITY (PWU) – Institute of Fine Arts and Design

Bachelor of Fine Arts (Major in Advertising)

• Graduated FIRST HONORABLE MENTION
• Consistent Honor Student and recipient of University and College Scholar awards

Secondary (1985 –1989)

MANILA SCIENCE HIGH SCHOOL

• Graduated Star Awardee (2nd Hon. Mention) for Co-Curricular Activities
• Recipient of several Outstanding Scout Leader and Service awards from the District and School levels

Primary (1979-1985)

AURORA A. QUEZON ELEMENTARY SCHOOL

• Graduated Second Honorable Mention
• Outstanding in Arts | Outstanding Service Scout