Daniel Porro
Copywriter
“The only one in Italy I trust with my clients' work. His ability to elevate my words is impeccable.”
Davide Filippini, Direct Response Designer
You don't need pretty design. You need design built to sell.
Infomercials are ugly, and they've sold for decades. They're not made to be liked: they're built to make you pick up the phone. That is Direct Response Design, a century-old discipline most designers have never practiced.
11.14%
response rate on a folded invitation
37
qualified leads from a redesigned trifold
600
copies sold in a few days
What clients say after trusting me with their materials
Nicola Serafini
Senior Copywriter
“In two weeks of pre-launch I almost reached break-even. Davide combines design and strategy.”
Fabrizio Marino
3D4Steel
“I couldn't imagine entrusting my materials to any other designer in the world.”
Massimo Usai
Entrepreneur
“Davide managed to combine graphic design and strategy perfectly. Every visual element made sense even without explanations.”
Andrea Dallan
CEO Dallan S.p.a.
“A highly professional result that reflects the care of our services.”
Giacomo Brandi
Entrepreneur
“Strategic design that speaks directly to the customer. Measurable results from day one.”
Gianfranco Ranaldo
Restaurateur
“He transformed my website in just 5 days. Professional, available, and attentive to my needs.”
Michelangelo Munarini
Entrepreneur
“Professionalism and attention to detail. The design made the difference in our results.”
Two different crafts
Beautiful design and design that sells are not the same thing.
If what you have paid for so far sits in the left column, you already know why the phone isn't ringing.
Creative design
- Aims to be liked
- Measured in likes and awards
- Chases visual balance
- Ends with “Learn more”
- If it doesn't sell, talks about “rebranding”
Direct Response Design
- Aims to get you called
- Measured in customers and sales
- Guides the eye all the way to the action
- Tells you exactly what to do now
- If it doesn't sell, it changes and measures again
There is nothing wrong with creative design. It is beautiful in the right place: an album cover, an exhibition poster, a perfume box. It is wrong when it has to sell something for you.
herald · from ancient Greek What does Keryx mean?
Keryx, in ancient Greek, is the herald: the messenger who delivers the king's message, not his own. He doesn't perform, doesn't entertain, doesn't fish for applause.
The materials I design work the same way: like your best salesperson, multiplied across print and screen. They speak to your customer with respect, walk them through, get them to take a step. Without shouting, without chasing the wow effect you see everywhere today.
And that is where a relationship begins: the customer trusts you, calls you, comes back. That is what good material should build, not applause that lasts a second.
The school this discipline comes from
A century of direct response, measured in sales.
Scientific Advertising
Ogilvy & Mather
Direct response designer
They sold billions by refining every choice through decades of split tests, millions of pieces mailed, results measured in dollars and not in likes. It is the tradition every Keryx material stands on. I completed Lori Haller's Direct Response Design program.
Davide Filippini
Founder of Keryx Design
400+
3 yrs CDO
Print & digital
The person behind Keryx
Who's behind Keryx Design.
The diagnosis of your material is done by me. Everything that leaves here passes through my hands.
I spent three years as Chief Design Officer, from 2021 to 2024, at Metodo Merenda, one of Italy's largest direct response companies, the kind that lives or dies on whether the mail gets a response. In that time I shipped or supervised over 400 campaigns: magalogs, sales letters, brochures, book covers, landing pages and ads. Real materials, mailed and published. Not portfolio exercises.
I answer for everything that ships with my name on it.
The work
What I delivered, and what it brought back.
A selection of work, with the result it brought.
Free video
The video
13 design mistakes that kill materials that look fine.
I lined them up creating over 400 campaigns: the mistakes that quietly stop a good-looking material from bringing in customers, without whoever paid for it ever noticing.
Once you know them, you can't unsee them, in your own materials or in the ones people pitch you. The video is free.
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