⸺ For collaboration inquiries,
please contact [email protected] ●
01 ⸺ Background
Collaborating with businesses to envision, test, and validate their future potential. Designing relevant and scalable digital products from concept (0) to launch (1), with a simple and holistic approach. Born in Brazil, worked at the largest R&D center. Based in London and Helsinki, working globally.
Education
Postgraduate Degree
Graphic Design
Specialisation
Art Direction & Copywriting
Education
Bachelor's Degree
Computer System Analysis
Not-completed
Computer Engineering
02 ⸺ Experience
Over a decade of collaboration with top talent on projects across the USA, UK, Europe, Brazil, Australia, India, and Japan. T-shaped designer with leadership experience in directing small design teams.
Agency-side
R/GA
Huge
AKQA
B-Reel
Method
Nexus Studios
AllofUs
W12 Studios
Publicis Sapient
Elsewhen
Critical Mass
Syzygy
Digitas
Client-side
FutureLearn
Sainsbury's
The Telegraph
Jio Platforms
Yousician
Brands
Technology
Beko
BT Group
BlackBerry
IQOS
Jio
O2 Priority
Samsung
Siemens
Timken
Verizon
Yell
Brands
Fashion & Sport
America's Cup
Armani
Formula 1
Manchester City F.C.
Nike
Brands
Media & Entertainment
BBC
Nickelodeon
Pozitif
The Telegraph
Wizarding World
Brands
Education
Essex Schools
FutureLearn
Yousician
Food & Beverage
Coca-Cola
Pizza Express
McDonald’s
The Fishmongers' Co.
Healthcare
Amplifon
Johnson & Johnson
NHS
Automotive
Mazda
Mitsubishi Motors
Environmental
Greenpeace
Finance
Compare the Market
Halifax
HSBC
Lloyds Bank
RBS
Transportation
British Airlines
Etihad Airways
RS Connect
Virgin Atlantic
Retail & E-commerce
Mamas & Papas
Sainsbury’s
Tesco
03 ⸺ Services
Leading and executing the entire product development process, from initial hypothesis to launch and scale through streamlined iteration cycles. Designing and building impactful digital products, providing new and fresh perspectives on established methods and solutions.
Design
Product Design
UX/UI Design
Visual Identity
Design Systems
Design Audits
Consultancy
Craft
Design Direction
Art Direction
Concept Development
04 ⸺ Process
Each design challenge is unique and requires a flexible, creative, and iterative approach. Using a continuous cyclical method we frame the problem, find clarity, and explore potential solutions. Breaking down the process into two main stages facilitates a mindset for effective problem-solving.
Discovery + Ideation
The process of discovery frames the discussion guided by informed and validated decisions. Is this right for the user, the brand, the service or product and the business? Does it align with the desired feel, and is it feasible?
Understand
- What is the problem
- Why is this a problem
- Why is this important
- Who are you solving for
- What are the pain points
- What are the constraints
- Success criteria
- Brand values
- Value proposition
- Business opportunities
- Winning strategies
Research
- Brand research
- Market research
- User research
- User interviews
- User archetypes
- Empathy map
- Business goals
- Product proposition
- Product goals
- Product metrics
- Insights
Explore
- Brainstorming ideas
- Inspiration references
- Industry trends
- Creating moodboards
- Prototyping ideas
- User journey mapping
- Information architecture
- Design strategy
- Design concept
- Design direction
- Defining scope
↳ Iterate to simplify the idea
Production + Execution
A continuously holistic mindset to identify problems and generate innovative ideas, shaping brand and experience through strategic product design. Adding business value, unlocking new opportunities, and increasing brand loyalty.
Design
- Experience mapping
- User stories
- Use cases
- User flows
- Design principles
- Prioritization
- Wireframing
- Designing
- Prototyping
- Testing
- Validating
Implement
- Design specification
- Design handoff
- Build implementation
- Product testing
- Product validation
- Quality assurance
Deliver
- Product shipping
- Maintenance & support
- Product growth
- Post-launch
↳ Iterate to optimise the solution
Work Principles
A small set of guidelines that helps set the direction for good design work. These principles serve as a framework for behaviour, attitudes, and actions in different situations.
1. Design is in everything
From the simplest task or problem to the most complex challenge to solve, everything is designed. As Paul Rand expressed, “To design is much more than simply to assemble, to order, or even to edit, it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry”.
2. Always start with why
Why is this a problem? Why is this problem important to solve? Why does this matter? Understanding the underlying purpose is paramount for good design. Starting with the “why” (followed by the 'how' and 'what') helps us find the true essence of our work, guiding us towards a purposeful and impactful direction.
3. Good enough is not enough
Craft is important and requires art and design direction. The 'good enough' is not good, make it great. A brilliant idea executed poorly is doomed from the start. If your team expresses, "I like it, but I probably wouldn't use or pay for it", then it's likely that others won't either. Invest in the refinement of craft and experience, for it is through attention to detail and quality that the work transcends the ordinary and becomes remarkable.
4. Great design solutions take time
It involves an iterative process of trial and error, thoughtful exploration, and gradually refining the idea until it reaches its full potential. By taking the right time, we can develop effective strategic solutions that are more meaningful, impactful, and enduring. Complexity is the enemy of execution, rushing through design only leads to superficial outcomes while investing time allows us to distill complexity into clarity.
5. Lead with applicable ideas
It has to work not only for the users but also for the business and be applicable. An innovative concept that fails to resonate or be implemented is futile. If the business struggles to understand the concept behind the idea and apply it, it will not use it. Prioritize ideas that seamlessly blend innovation with practicality, aligning them to both users and business needs and the strategic direction of the business.
6. Mutual trust with transparency
Transparency is essential to building trust. Effective leadership and collaboration happen with open communication and mutual trust. In this environment, ideas are nurtured and empowered by trust in their potential and the individuals behind them. Good ideas die because someone doesn’t have trust, while an atmosphere of honesty and openness contributes to innovation and success. And remember, always have some fun during the work.
Design Direction ⸺ Product Design ⸺ UX/UI Design ⸺ Visual Identity ⸺ Design Systems ⸺ Design Audits ⸺ Concept Development ⸺ Prototyping (Interaction / Motion) ⸺ Consultancy (Product / Design)Design Direction ⸺ Product Design ⸺ UX/UI Design ⸺ Visual Identity ⸺ Design Systems ⸺ Design Audits ⸺ Concept Development ⸺ Prototyping (Interaction / Motion) ⸺ Consultancy (Product / Design)Design Direction ⸺ Product Design ⸺ UX/UI Design ⸺ Visual Identity ⸺ Design Systems ⸺ Design Audits ⸺ Concept Development ⸺ Prototyping (Interaction / Motion) ⸺ Consultancy (Product / Design)Design Direction ⸺ Product Design ⸺ UX/UI Design ⸺ Visual Identity ⸺ Design Systems ⸺ Design Audits ⸺ Concept Development ⸺ Prototyping (Interaction / Motion) ⸺ Consultancy (Product / Design)
