The work & approach

The context

An AI healthcare company still shaping its core product. In a category where the product is largely invisible, the brand has to make trust tangible.

My involvement

Brand and design through Flesh and Bone. We settled the value proposition first, then built the identity on top of it.

The work

The Pearl gave its healthcare intelligence a recognisable presence. A living visual language connected to how the product thinks, responds and acts.

Studio credit: Flesh and Bone ↗︎

The context

Brand work tends to add. The decisions that move a business need the opposite, so the studio was built around subtraction.

My involvement

Co-founder and design director. My own company and my own investment in working one way instead of many.

The work

Brand and product as a studio, held to one creative point of view. We cut a business back to its flesh and bone, then build out from there.

fleshandbone.studio ↗︎

The context

A new AI product entering classrooms with no brand to carry it, and no runway to build brand and product one after the other.

My involvement

Design and product partner. Same hands on the strategy and on the screens.

The work

The brand Teachy runs on today and much of the product. Both carried the company through its funding rounds.

The context

A group putting AI into its marketing, with brands too valuable to let a model speak for them badly.

My involvement

Strategy and design across three briefs, each one further inside the business.

The work

A card collection for their highest value clients. M³, one platform for marketing insight and project management. SHARE Soprano, an AI copywriter trained on the group’s own brands.

The context

Fifty people selling into a category that did not exist yet, with no brand strong enough to create it.

My involvement

Chief Design, Creative & Product Officer, on the executive board. Brand, product, design and UX reported in.

The work

The brand, the product and the teams behind both. The company grew past a thousand people and raised US$84.5M, the largest edtech round in Latin America.

Recognised by Fast Company ↗︎, TIME ↗︎, the World Economic Forum ↗︎ and the Inter‑American Development Bank ↗︎.

The context

Entering regulated higher education. A bigger market, under MEC audit, with rules and faculty from a world the company had never operated in.

My involvement

Product, brand and creative leadership through the launch.

The work

The brand and the product for the degree, on a licence acquired with UniAmérica. Descomplica became the first Brazilian edtech in higher education.

The context

The teachers were the asset and nothing in the market knew it. The brand hid it.

My involvement

Brand, product and creative, from the first identity.

The work

We stopped describing education and started sounding like the teachers. It became the platform the company grew on.

The context

A film catalogue people had no reason to browse, and a store that needed them to.

My involvement

Creative and design direction, with Google Zoo.

The work

An interactive film that connects classic movies to their real-world locations through Street View.

Two Webby Awards in 2017: Best Navigation & Structure, and the People’s Voice.

The context

Brands wanting to be first in VR, AR and early AI, with no playbook and nobody who had shipped one.

My involvement

Creative technology and direction inside the studio that built them.

The work

Brand experiences in VR, AR and early AI. Where the AI fluency I use today was paid for.

Twenty-five years of it, in London and in Brazil, and the reason the rest of this list exists.