Experience Design · 1999–Present
UX Design
25+ years crafting human-centered design systems that balance form with function.
Creative Director // UX Designer // Photographer
Ludvik
Herrera
With over 25 years of creative experience in UX design, design systems, and brand storytelling, making engaging experiences and scalable solutions to empower users and teams.
25+
Years Experience
250+
Projects Delivered
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Interdisciplinary highlights.
Featured work.
Complete digital transformation for a leading technology consultancy.
Building venture capital brand presence with strategic design partnership.
Redesigned donation platform increasing conversion by 40%.
Innovation laboratory branding and spatial experience design at NDSU.
Award-winning mobile application connecting kids to community programs.
Award-winning mobile app and web platform for distance learning.
Selected Work
Two decades of
Two decades of
meaningful design.
Complete website redesign focusing on user experience and brand identity.
Strategic design partnership building venture capital brand presence.
Visual identity system for premier landscape architecture firm.
Financial platform interface design and user experience optimization.
Donation platform redesign increasing conversion and user engagement.
Innovation laboratory branding and spatial experience design.
Complete brand identity and packaging design system.
Mobile application connecting children to community programs.
Logo design and comprehensive brand collateral materials.
Award-winning mobile app and web platform for distance learning.
Print and digital publication design with immersive web experience.
Innovative product visualization and marketing design.
“My work embodies a balance of discipline and imagination, resulting in designs that are built to last and resonate with users.”
About
Design is making
Design is making
things simple.
Inspired by Steve Jobs
As the founder of Nüpolitan and design principal at Natural Bridges Ventures, I bring over 25 years of experience crafting digital and print products that balance discipline with imagination.
My work spans UX design, design systems, front-end engineering, and brand storytelling. I've collaborated with startups and large enterprises alike, translating complex creative concepts into functional, accessible experiences.
Former creative director at NDSU's IDeaSpace lab, I foster cross-functional innovation using human-centered methodologies and efficient Figma-to-production pipelines. My designs are built to last and resonate with users.
Five principles I live by
01
Form follows function
Design should emerge from purpose, not ornament. Every element serves the user's goal.
02
Clarity above all
Information hierarchy guides the eye. Typography and space create understanding.
03
Systems thinking
Scalable design systems create consistency and empower teams to move faster.
04
Human-centered
Every decision starts with the user. Research informs intuition, not the other way around.
05
Built to last
Timeless over trendy. Good design ages gracefully, is sustainable, and adapts to new contexts.
Timeline
25+ years
25+ years
of craft.
2026
Nüpolitan
Design PrincipalFounded design consultancy focused on scalable design systems and human-centered digital products.
2022
Benjamin Moore
Senior UX DesignerLed the expansion of the design system and various UX-based solutions for BM's digital platforms.
2022
Hugo & Cat
Senior UX DesignerLed strategic and creative digital clients' projects and presentations.
2020
Adobe + Deluxe
Senior UX DesignerLed brand consistency efforts across channels using a headless content management system.
2016
Natural Bridges Ventures
Design PrincipalBuilt strategic design partnerships to pitch and secure venture capital brand presence and investor funds.
2015
NDSU // IDeaspace + OTL
Creative DirectorLed innovation laboratory, fostering cross-functional innovation using human-centered methodologies.
2013
NDSU // IDeaspace
Creative DirectorDesigned award-winning godoo mobile app connecting children to community programs and NDSU University's app.
2009
NDSU // Distance and Continuing Education
New Media DirectorCreated and managed a web platform for distance learning initiatives and a podcast streaming lab for distance courses.
2006
Publications Services of America
Director of New MediaEditorial design and digital publications with immersive web experience for SE7EN, House to HOME, VOW, Better Health & Living, and HOGAR niche magazines.
2001
NDSU // University Relations
Senior New Media DesignerDeveloped the University's digital design system and organized the content management system to maintain 70,000+ web pages and assets.
2000
Velosel
Senior New Media DesignerStarted journey in UX design, laying foundation for 25+ years of digital craftsmanship.
UX Design·
Creative Direction·
Product Design·
Brand Strategy·
Design Systems·
Photography·
Visual Design·
Interaction Design·
Information Architecture·
Motion Graphics·
Typography·
Front-end Development·
Expertise
If you can design
If you can design
one thing, you can
design everything.
— Massimo Vignelli
Art DirectionBrand StrategyCreative Direction
Data VisualizationExperience DesignGraphic Design
Information ArchitectureInteraction DesignInterface Design
Motion GraphicsProduct DesignTypography
Visual DesignWeb Design
ConceptualizationDesign SystemsInformation Design
Instructional DesignProduct ManagementRapid Prototyping
TaxonomyUX ResearchWireframing
Front-end DevelopmentCSS / HTML / JavaScriptPhotography
Video ProductionVideo EditingPress & Print Production
Responsive Web Design
FigmaAdobe Creative CloudAfter Effects
Final Cut ProLightroomPremiere
GitHubMiro / MuralJira / Confluence
Adobe FireflyBolt.newClaude CodeFigma MakeLovable AIOpalOpenAI Codex
Replit AIMidJourneyNano Banana Pro
v0
Selected Clients
Adhera Health
Arts Midwest
Benjamin Moore
BernBaum's
Craig Larson Landscape Architects
Giving Hearts Day
Hugo & Cat
Impact Institute
Object Partners
Natural Bridges Ventures
NDSU
Varistar
Photography
Editorial &