I've never wanted to be the person who only has the idea.

I’m a Brazilian Australian Design Director based in Sydney, working across brand, product and digital experience.

For more than 15 years, I’ve helped turn business opportunities into clear brands and useful products, from positioning and identity through UX, design systems, launch and growth.

Much of my work now begins at zero: an early idea, an unresolved business problem or a product that needs definition. I shape the positioning, naming, brand system, product experience and working prototype that make it tangible.

I’m comfortable setting the direction and staying close to the making. I like defining the central idea, making the important decisions and working with designers, developers and founders until the result feels coherent, useful and ready to launch.

My experience includes work for adidas, Canon, Qantas, Lancôme, Bombay Sapphire, White Claw and Patrón. Across brand and product work, I’ve learned to connect strategic decisions with practical execution. Every decision needs to clarify the value, help the product work better or give people a reason to care.

AI is part of my workflow, not my professional identity. I use it across research, concept development, visual production and prototyping when it helps a small team achieve more. The point of view, judgement and responsibility for the work remain human.

Mostly, I like owning the problem. Give me a clear goal, room to think and a team that cares. I’ll help turn it into something real.