Hal is Me


I'm Hal, an experienced Product Design Lead who combines a creative, conscientious, and holistic approach to making the impossible possible, which results in what was hard and now feels like second nature. With over 15 years of experience. I've worked for companies in multiple industries – from startups to large-scale companies. I focus on helping teams solve problems using design, empathy, and system thinking.

I enjoy working with companies on end-to-end projects that aim to add social value and make the world simpler and better through design. There isn’t a one-size-fits-all way of working for every company, so I’m adaptive in the way I work, depending on the specific needs of the business, agency, or individual.




15 years of design experience across startup and established multi-national companies



6 years of leadership at Atlassian, Sky, Lloyds Bank, and Thomson Reuters



iOS, Android, Web apps, e-commerce & responsive sites, campaigns, and TV UIs


Multiple hats

7 years running my freelance business



Managed between 1 to 5 in a consultative flat structure.


Hard skills

Figma, Sketch, Adobe CC, Invision, HTML, CSS, LESS, JavaScript, PHP


A design-driven process helps us understand how to solve the right problems so that we can build the right features to give users value in their experiences. A double-diamond or triple-diamond provides a tangible and malleable framework for most projects, from discovery to delivery.


I have over 15 years of professional experience working within various industries. A primary focus over this time has been to help companies solve problems using design, empathy, and system-thinking. Here are some clients I’ve worked with, either directly or with an agency:



I have worked on successful projects, most notably, the YouView and Sky Q projects which won UI and product awards.



I hold many interests close to my heart, from metaphysics and philosophy to poetry and photography and exploring the natural world. I feel alive when I immerse myself in the purpose or message. I draw inspiration from these outlets, which always make their way back into my designs and vice versa. It seems to create a whimsical expression of knowledge that can be translated across other aspects of my life.

I have been a vegetarian for the last eight years. My passion for metaphysics, philosophy, and spirituality has expanded my knowledge of the impact we have on the world and what we can do to bring balance back.

I’m also a big Formula 1 fan, tech geek and music lover. From ambient to Classical, I have many favourite artists: Boards of Canada, TR/ST, iamamiwhoami, Jon Hopkins, Nils Frahm, Brian Eno, Bach, Infected Mushroom, Air, Washed Out and Austra, to name a few.

23 Recommendations


Adam Furness
Design Manager at Atlassian

"I had the pleasure of working with Hal at Atlassian for over a year. Hal joined as a contractor, leading our cross-team design studio. He did such an amazing job that we extended a permanent offer; which saw him join a product quad.

Hal is an incredibly thoughtful designer and team member; often taking it upon himself to make both team culture and practices better. He invests heavily in relationships, and is someone that others genuinely want to work with.

As a sharp systems-thinker, Hal can execute the details; but he really shines when he's orchestrating the bigger picture. Whether that's using an established decision-making framework, inventing a system to meet a bespoke need, or envisioning an end-to-end north-star state; solving at scale is Hal's superpower.

Hal is a tireless advocate for the humans that he designs for. Many play lip service to user-centricity, Hal walks the walk, and ensures he works in ways that drive best possible outcomes for his users."



Andrea Ho
Product Manager at Atlassian

"Hal is one of the best design leaders I've worked with. He inspired engineers to think about the user experience, used both data and research to inform his decision making and created beautiful, efficient and impactful designs. He is also just an amazingly caring and down to earth colleague that everyone loved working with. Any team would be lucky to have him and the wisdom be brings!"


Tony Sobers
HCD Lead at Lloyds Banking Group

"I would have loved to have the chance to work more closely with Hal but sadly he decided to relocate to the other side of the world so that put paid to my plan. Whilst working together it was clear the he was a great team leader and fitted comfortably in the role of Design Lead (Art Director). Despite the limited range of design options available he was never flustered – actually he seemed to enjoy the challenge. Internet banking doesn’t always appear the most exciting area but Hal always managed to add something to an idea. What you need to know is that he’s a great designer; thoughtful, articulate and full of great ideas. He’ll positively enhance your team."



Jiri Mocicka
Experience Lead at Lloyds Banking Group

"A new breed of product design talent – that’s Hal in one sentence. Our professional journeys crossed several times. Everyone who ever works with Hal would agree that his passion for design is almost addictive. With him, on board, you wouldn’t look at the design problems only through one specific lens. He combines his strength for every given challenge to achieve the desired outcome.

His excellent technical background combined with eagle-eye for the design brings him in the centre of visual design systems. With a deep understanding of service design thinking and end-2-end product design delivery, he becomes invaluable back-bone to all FST-100 design teams looking for succeeding in the day to day design competitions.

With no doubt, I’d hire him again."


Fani Sazaklidou
Executive Creative & Brand Director at YouView

"Hal is a talented and passionate graphic designer. He delivers solid designs fast and is particularly good in understanding technical constrains. I worked with Hal twice so far and I am looking forward to working with him again in the future."



Stephen Hardingham
Head of Design, Online at Channel 4

"Halmat is a very talented and conscientious young designer. He has a wide variety of skills and knowledge which he brings to bear on all of his work. He is highly creative and has an extremely sensitive and refined design eye.

Halmat brought a uniqueness, individuality and warmth to the design team at Channel 4 and his presence is missed. I wish him the very best for his future (which will undoubtedly be bright)."


Jonathan Mead
Producer at YouView

"Hal is an extremely talented and focused designer. I was very impressed with his ability to quickly understand issues and deliver solutions that would really enhance the visual experience for the user.

Always conscious of the bigger picture and continually focused on how the User will use his designs, he never stops striving to deliver the best work possible. Whether designing a brand new area of the UI or making a tiny update to an existing area, his attention to detail and passion remains the same and it is these things I believe makes Hal so enjoyable to work with.

I believe Hal would be a real asset to any UX team."


Miles Davies
Lead Interaction Designer at YouView

"Hal has exceptional talents for screen-based interface design and a keen understanding of user behaviour as it relates to design. He’s creative, obsessively meticulous and he’s able to articulate his ideas while motivating others with his vision for the product. A thinker with the ability to communicate complex solutions clearly.

I would describe him as a self-motivated individual with a skill set that balances great design with short deadlines. He thrives in multidisciplinary teams and has remarkable information design abilities and good problem solving skills.

Hal has a fearless and positive attitude as well as being quick-thinking, personable and flexible. He also has a great sense of humour." 


Sarah Bowls
Sarah and Simon Photography

"Halmat Ferello understood our needs, used our visions mixed with his unique ideas and expert experience to produce exactly what we wanted from our new branding and website.

Halmat consistently produced high quality, organized and inventive work from conception to finished product.

Halmat provided guidelines which we could apply for layouts and typography etc., enabling us to become self sufficient and save costs on future projects.

I’d recommend Halmat to anyone needing passionate, effective design that is of the highest standard.

Working with Halmat was a pleasant stress-free experience, I would certainly use his services again.We are extremely pleased with the end results.

Thank you very much for working with us,
Sarah and Simon" 


James Walters
Senior Web Designer at FitPro

"Halmat joined the media department at Fitness Professionals as a graduate. He stood out from the other candidates as he was not only just about the only one who actually knew how to write front end code, but also he’d learned far more that the college curriculum required, and was constantly pushing to learn more.

During the time he worked at Fitness Professionals Halmat produced designs, information architecture, and front end code for what in hindsight were some big and successful projects, always with tight deadlines and always with a high volume of other work to contend with. Sites we delivered included: a re design of a site retailing fitness equipment, a conference site with booking system (featuring extensive user interface development), a music retailing site, many micro sites and more site maintenance and HTML emails that we’d probably care to remember.

Throughout the time he worked at Fitness Professionals he produced work which was of a consistently high quality, while continuing to extend his knowledge of coding and development. By the time he left he’d progressed from ‘Junior’ to ‘Middleweight’."


Monia Micic
Marketing Manager at RI3K

"It was a pleasure to work with Halmat on a redesign project. He was full of ideas, dedicated and always delivered his work on time."


Bridget Pumfrey

"We commissioned Hal to design the website for our new business earlier this year. In the end we were so impressed that we asked him to re-think our colours, create a logo and design our business cards! Hal has an exceptional talent for design and a very strong understanding of colours, font and everything that contributes to the brand. Hal is also a pleasure to work with and is very good at keeping his clients on track and ensuring deadlines are met. I would not hesitate to recommend Hal as a designer whatever field your business may be in."