The Keryx Design diagnostic
Before you go to print or launch the campaign: have the visual architecture of your message checked.
The Feasibility Analysis is $147: you send the material, I study it, and we meet on a live 30-minute screen-share call.
We go through your landing page, your book or your brochure and find the invisible visual blocks that slow reading down and hold your conversions back.
If you start within 30 days, the $147 comes off the total. If we don't go ahead, the written plan is yours to keep.
How I pick projects
I only work on material that has a plan to pay for itself.
I can engineer any phygital asset. But by choice, the studio only takes on projects built to produce a measurable commercial action: revenue, or data worth having.
Purely aesthetic or decorative material, where effectiveness cannot be measured, is not something I design.
The Feasibility Analysis exists to tell you whether the visual structure of your message can survive contact with the market, before you spend budget on printing or on paid traffic.
Inside the call
30 live minutes. Five fixed checks, run on your own layout.
You send the material, I study it, and you book a slot on my calendar. On the screen-share call we run your piece — manuscript, landing page draft or current brochure — through five core checks.
- 1 Points of visual friction We find where the eye is doing unnecessary work — tight leading, weak contrast, cramped measure — the places that make a reader disengage.
- 2 Alignment with the objective Generating leads and selling high-ticket services need different optical paths. We check whether the layout is actually supporting the strategy in the text.
- 3 Format optimisation If a postcard or a tri-fold can do the same job as a multi-page catalogue, you want to know that before you go to print, not after — it protects your margin.
- 4 Readability Engineering We audit headline hierarchy, the geometric handling of white space and whether the click triggers are doing anything at all.
- 5 The technical verdict At the end of the call you get a straight verdict on your material, in one of three scenarios.
The project is structurally sound. I give you the execution plan and the fixed price to put it on the ground.
It can be done, but something specific has to be fixed first: a block of copy to reorganise, images to recalibrate, tracking to set up.
Launching it as it stands would put the ROI at risk. I explain the technical reasons and give you a concrete alternative that reaches the same commercial result.
The $147 buys you a third-party, technical read with nothing to sell you: my job is to tell you exactly what works and what doesn't before any design starts.
Davide Filippini
Who runs the analysis
Davide Filippini, the first Direct Response Designer in Italy.
- Codified the discipline in Italy by publishing the first academic thesis on Direct Response Design (Accademia di Belle Arti di Santa Giulia, 2019/2020).
- From 2021 to 2024, Chief Design Officer at Metodo Merenda — one of Europe's largest direct response marketing firms — overseeing more than 400 campaigns across magalogs, sales letters, positioning books and digital funnels.
- First Italian designer to complete Lori Haller's advanced training, the visual mastermind behind controls for international firms such as Agora Inc.
- Founded Keryx Design, the boutique studio specialising in Readability Engineering: layout psychology fused with CRO measurement.