I’m a product-oriented designer with a background in branding and system thinking.
My work sits where user experience, brand structure, and business decisions meet — always with a practical mindset.

I’ve been working in design for over 30 years.
I started my career in 1992, coming from retail and live marketing, and later moved into Art Direction and Creative Leadership roles at agencies such as AlmapBBDO, F/Nazca, Africa, JWT Wunderman, AgênciaClick (Isobar), DM9DDB, Dentsu, BETC Havas, and Publicis.

Over the years, I’ve led global projects for brands across automotive, finance, retail, and consumer goods, including Volkswagen, Audi, Stellantis, Itaú, Visa, Havaianas, and Unilever.

This work has been recognized with more than 70 international awards, including Cannes Lions, Clio, One Show, D&AD, and Webby Awards.

Since 2003, my focus has shifted to digital design, and more recently to branding, UX/UI, and design systems.

Today, I work on building structures that help teams move faster, stay consistent, and scale over time. I use automation, AI, and modular thinking where it actually makes sense, not as a promise, but as a tool.