Davide Filippini

Where I come from

For three years I ran the graphics department of a group with over 15 million in revenue. The work came out fast and clean, with few mistakes, because the processes behind it were designed well. That is where I understood that the result depends on the process more than on the talent of the person doing it.

In 2024 I founded Keryx Design. In 2025 I extended the method from design to every internal process.

Where I learned the method

I completed Lori Haller's direct response design program. She is one of the best-known names in the United States. From her comes the principle I apply to every process: measure first, act second.

Today I mostly study agent orchestration and automation.

How I got here

I got here by accident. I had to generate some images for a friend's project, and the early AI was bad at people: the faces came out wrong. Dogs, though, came out fine, so I ended up making black dogs, lots of them. From there I started tinkering, and at the group where I worked I was trying to use the same tools to run the department's processes on their own. Then I never stopped.

I'm not a technical person by training. I'm a business owner, and I always start from the numbers: first I look at where you lose hours and sales, then I decide what's worth building. The big software suites cost a lot and force you to bend to them. I do the opposite: I build around the way you already work.

You don't need to understand the engine. You need to drive.

The engine is my job. You can ask me the same thing three times without feeling stupid: that's part of the work, not a problem of yours.

And if one day something doesn't work, we go back. We always start from a small piece, and if it doesn't convince you we stop right there. You're never held hostage by anything. There's a person on the other side, not a machine that disappears one day.

The part that matters in your business stays yours. That, I protect. The rest, I make disappear.

What I built for myself

The first business owner I pulled out of the cage was me.

Davide Hub gave me back about 167 hours a year. 18 digital assistants keep my work moving with me. What used to take me a week now takes a day.

Before offering them to others, I built these systems for myself.

• Davide Hub: clients, income and hours in a single dashboard. About 167 hours a year given back.
• Inbox Voce: a voice note becomes a logged expense or a task.
• 18 digital assistants that know my work and keep it moving with me.
• Pre-Flight: the five checks I run before accepting a project.

How I think

My job is to find where a company loses time and redesign the process with the right tool. Today that tool is often AI. Tomorrow it will be another. The craft stays.

I work best with people who want to understand how things work.