Alberto Vitullo - Digital Experience Consultant

Clients are the heroes of my stories. Design is how I tell them.

A 12-week experiment became the backbone of how design and data now move together.

Our work proved, inspired by Braun products, that in patient care less is more. That became the foundation of their new design system.

The identity wasn’t ready, but the website had to be. At Convatec, digital became the first draft of the brand.

How we turned videogame tech into business tech, building VELUX's first 3D product visualization tool with Unreal Engine.

A design process that transformed bikes into stories and riders into their authors.

Their first job‑seeking app took inspiration from Netflix. We turned scrolling into searching, and watching into applying.

How doing the dirty work nobody wanted to do earned us the chance to implement their first design system.

It's not about getting a mortgage, it's about buying a home. A mindset‑shift we tried to implement at the Dutch bank.

I was only 26, and I had to advise every agency working with Danske Bank on how to implement the Design System we created for them.

The client ended up pulling out the project; not because of failure, but because the process we adopted made them realize they weren’t ready to work that way yet.

I guided the global marketing team to improve their design approach: design system, website, and governance, all aligned for the first time.

We crafted an award‑winning digital showroom experience out of a print‑oriented brand book.

Designing a dashboard for doctors, after their enormous success with COVID vaccine.

I had my hands in shaping their very first website: bringing the thrill of cars online for the first time.

The only time my work visited Cannes Lions, it was wrapped around 6 pillars in the main entrance.

I found myself involved in designing the launch of the biggest housewives TV channel in the UK.

Clarity and simplicity drive my work, no matter if it's Strategy, Branding or Experience Design

I’m a design leader with international experience across the UK, Netherlands, Sweden, and Denmark. I drive strategic, human-centered projects that scale teams and deliver measurable business outcomes through experience-led transformation. My work spans across product design, strategy, brand, and design systems, often bridging the worlds of technology, business, and creativity.

I’ve led both remote and in-situ teams with equal fluency, fostering strong collaboration across disciplines, time zones, and cultures. As a keynote speaker and guest lecturer, I share insights on design leadership, systems thinking, and digital innovation. Based in Copenhagen with my wife and our two daughters, I balance work and family with a passion for martial arts and fitness with a focus on nutrition science and BJJ.

I’m a design leader with international experience across the UK, Netherlands, Sweden, and Denmark. I drive strategic, human-centered projects that scale teams and deliver measurable business outcomes through experience-led transformation. My work spans across product design, strategy, brand, and design systems, often bridging the worlds of technology, business, and creativity.

I’ve led both remote and in-situ teams with equal fluency, fostering strong collaboration across disciplines, time zones, and cultures. As a keynote speaker and guest lecturer, I share insights on design leadership, systems thinking, and digital innovation. Based in Copenhagen with my wife and our two daughters, I balance work and family with a passion for martial arts and fitness with a focus on nutrition science and BJJ.

MY LINKEDIN

TWO PROJECTS, MANY LESSONS

FULL CASES ON MERKLE'S WEBSITE

VOLVO / The Data-Driven Truck

Volvo Trucks needs no introduction. Commercials like the ‘epic split’ have catapulted the brand into fame. But over time, the global and local websites had grown in complexity. It was time to shift gears to enhance the digital experience.

Case Study

VELUX / Design Studio

Along with VELUX, we created the Design Studio, an intuitive tool which allows homeowners to experience their homes with roof windows using advanced 3D-technology known from the gaming industry.

Case Study

NOTES FROM THE FIELD

REFLECTIONS ON DESIGN, CLIENTS AND PROJECTS

The Consultant Dilemma: We could sell it, but should we?

Every project brings a dilemma: do we push the latest trend, or recommend what truly helps? This piece explores the tension between client needs, agency goals, and consultant ethics.

Read Article

Design System FAQ: Ownership

Ownership decides whether a design system thrives or fails. This article looks at why it can’t be outsourced, who inside the company should take responsibility, and how long-term commitment shapes success.

Read Article

Design System FAQ: Adoption and Implementation

A design system is only as strong as the people using it. This article looks at why adoption matters more than tools, and what teams need to truly make a system part of their everyday work.

Read Article

Design Systems FAQ: CVI and Styleguides article preview

Design System FAQ: CVI and Styleguides

Many teams confuse CVI, styleguides and design systems. This article explains their relationship, what each truly means, and why clear definitions matter for building consistent brand experiences.

Read Article

CLIENTS OFTEN ASK ME...

FROM STRATEGY TO EXECUTION, THE ASKS I HEAR THE MOST

GIANT

Based in Shanghai, GIANT approached us with multiple requests, the most important being a new website to support their shift from B2B to a customer-facing B2C experience. Although one of the world’s biggest bike brands, they had historically focused on manufacturing rather than direct sales. We helped reposition the brand and its products for a global audience, designing a new digital experience that has launched and will continue to evolve in the years ahead.

DENTSU

Dentsu asked us to create a brand-new identity for one of their flagship connected services, Merkury. From strategy to execution, my team and I shaped everything from the core brand foundations to its visual language, building a system that could stand on its own while fitting seamlessly within the Dentsu ecosystem. The result was a bold new identity that positioned Merkury as a leader in data-driven customer experiences.

MASTERCARD

Mastercard Global was consolidating its digital presence under a new website. The Danish market asked for support in migrating only the most relevant content into the new platform and creating market-specific material. We led the migration strategy, combining UX insights with data research to determine what mattered most, then used the new platform’s modules to design and launch the Danish market pages.

ROSKILDE FESTIVAL

Over the years, Roskilde Festival had accumulated a patchwork of digital platforms: loyalty, volunteers, the official site and more, resulting in a costly and complex IT stack. We consolidated everything into a single solution, designing a modular architecture and visual system that unified their ecosystem while keeping the unmistakable Orange Feeling at the heart of the experience.

KVIK KITCHENS

Many customers visit KVIK’s site hoping to calculate a price estimate, but often their self-measured inputs are inaccurate, making precise estimates difficult. Still, KVIK wanted to offer customers meaningful price ranges as a powerful conversion tool. We worked with them to solve this challenge and, through careful journey mapping, also designed a post-login experience where the brand recognizes each customer, welcomes them in the showroom, and connects seamlessly to their needs, truly linking the digital and physical touchpoints.

COPENHAGEN ZOO

A full-rounded project, from A to Z. We mapped the entire customer journey, set the strategy, and adapted the digital brand. We then designed a responsive website with integrated commerce for ticket sales, along with a booking and membership app—reimagining every touchpoint of the zoo experience.

ALBERTO VITULLO

I BUILT THIS WEBSITE USING WORDPRESS AND A LOT OF CHATGPT CUSTOM CODING