I work with founders, agencies and cultural projects on brand positioning, creative direction and communication systems.
I write the strategic foundation that gives a brand a shared point of reference: what it is, who it is for, how it speaks and what visual direction it needs. This framework guides the people responsible for bringing the brand to life, from designers and copywriters to developers and communication teams.
I began my career as an Art Director, working with international advertising agencies including FCB, BBDO, Young & Rubicam and DDB.
From 2008 to 2016, I built and led the advertising department at Purple/Weza, working across Portugal and Angola on advertising and public communication campaigns.
Since 2016, I have worked independently across brand strategy and creative direction.
I hold a degree in Communication Design from FBAUL, Lisbon, and an MA in Illustration from the Royal College of Art, London.
My background in illustration informs how I approach visual thinking and allows me to move directly between strategy, concept and image.
Working in Portuguese and English.