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I'm Lili, a freelance illustrator based in Madrid, specializing in illustration systems for digital products and brands. I designed BforBank's scalable illustration system, complete with guidelines, and I've illustrated for brands like Santander. With 7+ years in graphic and product design (Telefónica, Huawei, Iberdrola, Repsol, GCash), I understand the constraints of designing for interfaces, from accessibility and responsive formats to developer handover. Beyond systems, I illustrate children's books, editorial pieces and surface patterns, always with a hand-drawn touch.…I'm Lili, a freelance illustrator based in Madrid, specializing in illustration systems for digital products and brands. I designed BforBank's scalable illustration system, complete with guidelines, and I've illustrated for brands like Santander. With 7+ years in graphic and product design (Telefónica, Huawei, Iberdrola, Repsol, GCash), I understand the constraints of designing for interfaces, from accessibility and responsive formats to developer handover. Beyond systems, I illustrate children's books, editorial pieces and surface patterns, always with a hand-drawn touch.

Liliana Serguera Pérez

Illustrator, Freelance Digital Illustrator, Children’s Book Illustrator, +3

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I'm Lili, a freelance illustrator based in Madrid, specializing in illustration systems for digital products and brands. I designed BforBank's scalable illustration system, complete with guidelines, and I've illustrated for brands like Santander. With 7+ years in graphic and product design (Telefónica, Huawei, Iberdrola, Repsol, GCash), I understand the constraints of designing for interfaces, from accessibility and responsive formats to developer handover. Beyond systems, I illustrate children's books, editorial pieces and surface patterns, always with a hand-drawn touch.…I'm Lili, a freelance illustrator based in Madrid, specializing in illustration systems for digital products and brands. I designed BforBank's scalable illustration system, complete with guidelines, and I've illustrated for brands like Santander. With 7+ years in graphic and product design (Telefónica, Huawei, Iberdrola, Repsol, GCash), I understand the constraints of designing for interfaces, from accessibility and responsive formats to developer handover. Beyond systems, I illustrate children's books, editorial pieces and surface patterns, always with a hand-drawn touch.

Available to hire

I’m Lili, a freelance illustrator based in Madrid, specializing in illustration systems for digital products and brands.

I designed BforBank’s scalable illustration system, complete with guidelines, and I’ve illustrated for brands like Santander. With 7+ years in graphic and product design (Telefónica, Huawei, Iberdrola, Repsol, GCash), I understand the constraints of designing for interfaces, from accessibility and responsive formats to developer handover.

Beyond systems, I illustrate children’s books, editorial pieces and surface patterns, always with a hand-drawn touch.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

Spanish; Castilian

Fluent

English

Fluent

French

Beginner

Work Experience

Freelance Illustrator & Designer

September 1, 2024 - Present

Led brand identity development end-to-end across client projects, bridging brand design and digital product execution. Defined strategy and positioning, created production-ready identity systems, and produced assets for developer handoff. Integrated AI tools across the process to accelerate research and brand strategy definition, including visual style analysis for illustrated work, AI-assisted image generation for identity exploration, and AI-assisted Figma workflows to generate high-fidelity wireframes from established brand identities. Projects included Astrorelatos (personalized story web platform identity translated into a foundations kit and product artifacts) and Unstuck (decision-making game brand concept, archetype system, and an InDesign scalable production pipeline for a 60-card deck).

Digital Product Designer (UX Designer, UI Designer) at The Overview Effect

September 1, 2023 - December 31, 2024

Worked in cross-disciplinary teams to design SaaS solutions for multiple industry sectors. Conducted interviews with users and stakeholders to understand needs and pain points. Developed interactive prototypes to test functionality, content structure, and usability, and presented design concepts to end clients. Also supported UI design through client design systems and contributed to the creation and maintenance of the company website design system in Figma, including team workflow standardization with templates and best practices.

Digital Product Designer (UX Designer, UI Designer) at Designit

April 1, 2019 - September 30, 2023

Helped clients launch innovative products and services. Conducted user and stakeholder interviews to identify personas and user needs, created low-fidelity wireframes for information architecture and page layouts, and produced pixel-perfect UI based on wireframes. Contributed to design systems by designing consistent components and worked closely with developers to ensure correct implementation, providing assets and documentation bridging design and development. Also served as an UI illustrator and animator, creating a flexible scalable illustration style that improved performance.