FINE ART PRINTS

Because I love to create. This is my space to explore styles, test ideas, and see which pieces “click” and deserve continuity. I think in collections, just like in advertising where you develop multiple versions of one concept, and I play with variations (sometimes just color) so they can fit different spaces. Stories First is my creative lab, a place where I can experiment, make mistakes, learn, and keep going.

I’m Roberto, a trained designer and freelance art director for brands. I have spent years working in advertising and innovation, developing visual concepts and campaigns. Stories First is my way of applying that same eye for form, color, proportion, and storytelling to pieces designed to live in real spaces.

No. My main work is as a freelance art director for brands, where I apply the same creativity and discipline but for campaigns and commercial projects. Stories First is where I design freely, without client briefings or agency deadlines. Every piece is created as if it were for my own home.

Limited editions are part of the game. I like the idea that only a few people in the world will own each design. It is not about getting rich, it is about creating pieces that make being at home feel better.

(If you would like to work with me as an art director for your brand, you can get in touch here ✉️).

A brand and a design lab for spaces. I create visual solutions meant to coexist with architecture and interior design, always with a clear thread: turning stories and ideas into decisions about form, color, scale, and texture.

Because I do not follow a single “signature style.” As an art director, I adapt the visual language to the idea and the context. Some pieces are minimal, others bold in color, some almost photographic. The style follows the concept and the space, never the other way around.

With an idea: a memory, a word, a place, a feeling. I listen to what that concept wants to express, then define the visual direction, the palette, and the composition. There is no formula, just design thinking, careful editing, and attention to every detail until it feels right.

I work at a microscopic level, pixel by pixel. I use CGI, a lot of Photoshop. My technical background in programming and innovation lets me combine workflows and build solid processes. The result is precise, coherent designs that feel intentional from start to finish.

I am obsessed with quality. I work in large format using giclée printing on high-end textured papers for depth and a tactile finish. I want every piece to have presence, to “breathe,” and to integrate naturally into the space.

Because I like the idea of just a few people sharing each design. It keeps the intention and production quality high. I am not chasing volume, I am designing pieces that you will want to live with and look at every day.

Yes. This is at the heart of Stories First. I work closely with architects, interior designers, and clients to create pieces with the right scale, proportion, and language for a specific place. I distill all the information (use, light, color, materials) into a visual solution that feels balanced with its surroundings.

I am drawn to iconic, timeless design, the principles of the Bauhaus where form meets function, clarity and removing the unnecessary, and modern architecture from Mies van der Rohe, Le Corbusier, and Alvar Aalto, which values order, proportion, and breathing space. I also admire Kandinsky’s freedom and Miró’s lightness, their ability to tell whole worlds through simple shapes and precise color. For me, design is a language: clear, functional, and capable of evoking emotion. That is what I aim for in every piece.

If you are looking for art direction for your brand or a custom visual project for a space, let’s talk. Share the context and needs, and I will turn them into a well-crafted solution with taste, precision, and a story behind it.

Contact me here