Meet me

To me, being creative is about paying attention. It’s noticing a detail that most people miss, listening to different points of view, understanding why one word works and another doesn’t, and feeling when a moment turns into an opportunity. That kind of attention is what turns a brand, website, or campaign into an idea that feels brilliantly simple, but far from obvious.

I’ve been lucky to learn this in practice, with brands and teams that helped me grow far beyond my professional life. I’m still a huge fan of one of them: a few years ago I worked at Red Bull Brazil learning how a brand is truly perceived, challenging myths, training teams, and activating the brand at the right events and moments. That’s where I learned that a brand isn’t what you say it is; it’s what people understand it to be. And that’s the perspective I bring to every project I work on.

Here, you’ll find real projects, but also lots of tests and experiments, because in my free time, I like taking old ideas, mixing them with what’s happening now, and seeing where they go. So I hope you don’t just like what you find, but that it inspires you too.

And just so you know: don’t expect stiff, boxed-in work from me, with no room for new ideas or suggestions. Design is a world without rules that needs room to breathe, but also discipline to stay true to what was agreed on: the brief.

In practice, every project starts with lots of conversation, questions, research, ideas, and exploration. Only then do we narrow it all down and put a fence around that whole farm of ideas, making sure the design serves its specific purpose. After all, if you don’t know where you want to go, any path will do, right? And design that doesn’t serve a purpose is just art.

And if you think we’d be a good fit to create something really creative together, count me in! You can send me an email, a WhatsApp message, a LinkedIn message, whatever you prefer.

And of course, I’m 100% open to questions, conversations, and ideas… I really love this world of sharing, talking, and brainstorming… which has probably become pretty obvious by now. 🤓