My name is Francesco Bertocci and I'm a well-rounded italian-born strategic Designer, with a passion for people, interactions, ideas and brands, and I am the founder of Free&Willing, a platform to connect talent and companies hiring.

I've lived and worked in Rome, Milan and I have been living Brooklyn for the past 12 years. I create digital experiences that keep people and their context in mind, because I believe that people, their feelings, physical needs and goals change everything

Looking for my portfolio or to collaborate? Drop me a line or call me at 646-226-1820.

My Company

In December 2014 I started Free&Willing to simplify the process of knowing who is available and when, within one’s professional networks, for freelance and fulltime jobs. I envisioned the platform as the most efficient place to hire and be hired. I am focused on streamlining daily processes both for talent and for recruiting professionals. The experience is made possible thanks to many different technologies, including Rails, text messaging and mobile. Launched in March 2015, Free&Willing has already several hundred members and paying customers. Feel free to check it out.


For the past couple of years I have been collaborating with various startup founders on mobile projects helping them get their experiences to market and more recently with Hackerati on both mobile and web projects.

While at Gust

In November 2013 I was hired to help re-launch and re-brand Gust (an 8yr old startup that connects entrepreneurs and startups with investors around the world) and going through a complete tech overhaul.

We launched a first MVP re-design of the platform in three months. I oversaw visual design and copywriting and actively collaborated with UX, Product and Tech using agile processes. I led whiteboarding sessions, sketched and created visual mocks for our web and mobile apps. I designed in Photoshop, Illustrator and Sketch (love it!) and created interactive prototypes using JS and CSS, Bootstrap, InVision, PaintCode, XCode/Objective-C. I presented internally to all stakeholders and board members. Shared prototypes with our users, collected feedback and iterated on design and usability issues and opportunities.

One big challenge was to transition the platform to a Live Styleguide that could grow with us (it made a huge difference across the board from UX, quality and productivity). Pairing with front- and back-end developers was key to this process and to make it become a reality.

I led marketing, event related and social media efforts partnering with the marketing and biz dev departments and the re-branding efforts across all for Gust. Oversaw the launch communications from printed materials to videos and demos of our portal for the City of New York, a hub for tech and startups Digital.NYC

It was overall an amazing experience.

My previous years

For more than a decade prior to my experience at Gust, I've worked at Digital agencies large and small and with clients in lots of different industries. You can see my LinkedIn profile here.

What next?

I am particularly interested in collaborating with startups, agencies or clients that have embraced an entrepreneurial and lean mindset.

Curiosity drives me

I love to learn new languages (I speak Italian, English and a bit of Spanish), design useful things, photography, travel, to eat & cook, play, oh... and lean startups, prototyping, coding, technology and mentoring – a lot. I post about #UX #UI #design #mobile #tech and #startups on twitter @fbmore. See some personal mobile apps I designed and built.

I also run the Prototyping User Experiences and the Hackers 4 Good meetups in NYC.