Giamaria Fernandes Joins Tilt Brand Solutions To Head Design
Tilt Brand Solutions has appointed Giamaria Fernandes as president and head of design, bringing in a creative leader whose work spans design, digital, user experience, branding, packaging, activations and experiences.
- Role: president and head of design, Tilt Brand Solutions
- Joins from: Dentsu Webchutney, where she was national creative director
- Earlier: Creativeland Asia, Design Sutra, Whyness Worldwide and FCB Ulka
- Disciplines: design, digital, user interface and experience, branding, packaging, activations and experiences
What Giamaria Fernandes Brings To Tilt
The range is the point. Design leadership in Indian agencies has historically been carved into specialisms that rarely meet: the packaging person, the identity person, the digital product person. A career that has moved across all of them is less common than it sounds, because each has its own craft vocabulary and its own idea of what finished looks like.
Her most recent role was national creative director at Dentsu Webchutney, which is a digital first creative environment rather than a design studio. Arriving at a design brief from that direction tends to produce work judged on whether it functions in use, not only on how it resolves on a page.
The Title Says More Than The Role Does
President and head of design is an unusual construction. Most agencies appoint a design head who reports into a chief creative officer, which settles the hierarchy quietly: design executes what creative has decided.
Putting president in front of the design title changes that reporting conversation before it starts. For an agency describing itself as building a multidisciplinary creative culture, it is the structural version of the claim, and structural claims are harder to walk back than stated ambitions.
What Was Said
Adarsh Atal, chief creative officer at Tilt Brand Solutions, said she brings a rare combination of strong design fundamentals, curiosity and the ability to think beyond a single discipline or medium, and that she has worked across a wide range of creative challenges while retaining a strong design sensibility.
Fernandes said she was drawn to joining at a point when the agency is building an ambitious, multidisciplinary creative culture. More appointments.