About

The path

I studied graphic design at ESPM in São Paulo and started in branding: three years at Oz Design, from intern to the branding team, learning the fundamentals on real brands. Then five years at FutureBrand on the Nespresso account: key visuals, print and out-of-home, and adapting global concepts to the Brazilian market. FutureBrand had no account managers, so designers handled clients directly: calls, meetings, deadlines, expectations. It teaches you things a portfolio never shows.

iFood was the turn toward digital: three years in-house on the marketing team, creating static and animated key visuals for performance media, on a rhythm of new campaigns every few days. Then Nana Delivery, a grocery-delivery startup, and my first contact with product work: the product team had design needs, no product designer, and I helped with common sense but without the technical grounding. I noticed the gap and closed it with TERA's product design bootcamp: frameworks, methodologies, the vocabulary I was missing.

When Nana didn't survive its funding round, an opening came up at Nestlé's Produtos Digitais team, inside business transformation. Brand landing pages, a KitKat Chocolatory website taken nearly to launch, and the Receitas Nestlé sign-up project: my first cycle of designing against a funnel and measuring the results. Almost two years there, and for more than one of them I was also freelancing for Lyfe, until they offered the full-time seat. I took it.

How I work

The background shapes the practice. Years of branding and motion mean the visual layer is where I'm fluent; the product years mean it's no longer where I stop. I like working from evidence: funnels, journeys, heatmaps, whatever the product can tell me about itself. And I like constraints: formats, brand systems, deadlines, small teams. Most of what I know was learned inside them.