The work & approach
Munin
At the table before the product took shape
- The context
- An AI health company still deciding what it sold. In healthcare the buyer cannot see the product, so the brand carries the trust.
- 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: an identity built out of what Munin actually sells. It went to market before the product was finished.
Studio credit: Flesh and Bone ↗
Flesh and Bone
Cut the noise. Keep what carries weight
- The context
- Brand work tends to add. The decisions that move a business need the opposite, and little of the market is built for that.
- 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.
Teachy
One design language. From product to classroom
- 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.
Majid Al Futtaim
AI in the company’s own voice
- 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.
Descomplica
Building the brand. Building the organisation behind it
- 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 ↗.
Faculdade Descomplica
A new market, where leading the old one counted for nothing
- 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.
Descomplica, early years
The education brand that spoke the language of young Brazil
- The context
- The teachers were the asset and nothing in the market knew it. The brand was loose.
- 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.
Google Play The World
Classic films, connected to the places they were shot
- 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.
Happy Finish
Where the AI work started, years before it was a category
- 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.
Other collaborations
Brands, products and culture, with agencies and in-house teams
Design & creative work with teams
Selected work across brands, products and culture, with agencies, artists and in-house teams.
Profile
A hyperspace adventurer, fabulist, pixel shifter, UI whisperer, tree hugger, poltergeist, imagineer. And an all-round good guy.
I work inside the team, not next to it. What I care about most is the moment a decision becomes a project: that is where the work quietly falls apart. You get one person holding the strategy and making the thing, with no handover in between.
- Flesh and BoneDesign Director & Co-FounderPlanet Earth
- DescomplicaPartner · former Chief Design and Product OfficerRio de Janeiro, BR
- Teachy AIDesign Advisor & PartnerRio de Janeiro, BR
- WorkfuseDesign, Product & PartnerSão Paulo, BR
Recognition
Awards
81 awards in 25 years
- 2026 Bett Brasil Edtech Awards - Best Edtech
- 2024 TIME World’s Top EdTech Companies
- 2024 iBest! in Education - Academy Award
- 2024 iBest! in Education - Popular Choice
- 2023 iBest! in Education - Academy Award
- 2023 iBest! in Education - Popular Choice
- 2022 NPS Awards
- 2022 Influenciadores Digitais - Education
- 2021 iBest! in Education
- 2021 FastCo. Brands That Matter
- 2021 FastCo. Most Innovative Companies
- 2021 HolonIQ Most Innovative EdTech
- 2020 Brasil Design Awards - UX
- 2020 Brasil Design Awards - Serviço Digital
- 2020 Brasil Design Awards - Impacto Positivo
- 2020 Brasil Design Awards - UX
- 2020 Brasil Design Awards - Serviço Digital
- 2020 Brasil Design Awards - Branding
- 2020 INNXBR - Ed-Tech
- 2020 INNXBR - Scale Up
- 2020 IXDA Shortlist
- 2020 Influenciadores Digitais - Educação
- 2020 Influenciadores Digitais - Educação
- 2020 Top 100 innovation start ups to watch
- 2020 The World Economic Forum Tech Pioneers
- 2020 HolonIQ Most Innovative EdTech LatAm
- 2017 Le Book Creative Awards Chicago
- 2017 Webby Awards Navigation + People’s Voice
- 2017 FastCo. Most Innovative Companies
- 2016 FWA
- 2015 Accolade
- 2013 One Show Interactive Merit
- 2013 Red Dot Click Awards, Best car website
- 2013 FWA
- 2012 DMMA Awards, Silver in Social Media
- 2012 FWA Mobile Awards
- 2010 FWA Mobile Awards
- 2010 Tomorrow Awards
- 2010 The ANNAs Online Award
- 2009 Eurobest Gold
- 2009 Young Guns Awards Gold
- 2009 Epica Awards Gold
- 2009 Gold London International Awards 2009
- 2009 Silver London International Awards 2009
- 2009 Gold Creativity Annual Awards
- 2009 Silver Creativity Annual Awards
- 2009 Flashtalking Campaign of the month / Sept.
- 2009 BIMA Creative Showcase
- 2009 Silver Cannes Cyber Lion
- 2009 Bronze Cannes Cyber Lion
- 2009 Creative Circle Bronze
- 2008 Wave Festival Awards - Silver
- 2008 One Show Interactive merit
- 2008 Revolution Awards
- 2008 Creative Circle Honours
- 2008 Creative Circle Bronze
- 2008 Creative Circle Bronze
- 2008 Marketing Mag. Agency of the Year
- 2008 BIMA Award
- 2008 EuroBest Agency of the Year
- 2008 EuroBest Gold
- 2008 EuroBest Silver
- 2008 Creative Showcase
- 2008 Campaign Big Awards
- 2008 London International Awards
- 2008 IAB Creative Showcase
- 2008 Webby Awards
- 2008 Y Design Awards
- 2008 Wave Festival Awards - Silver
- 2008 Creative Showcase
- 2008 FWA
- 2007 Bronze Cannes Cyber Lion
- 2007 CWA Creative Website Awards
- 2007 FWA
- 2007 FWA
- 2007 FWA
- 2007 FWA
- 2007 FWA
- 2007 FWA
- 2007 FWA
- 2004 International Business Awards
Press, talks & publications
27 entries, from Wired and Fast Company to the World Economic Forum
IDB, The World Economic Forum, HoloIQ, TechCrunch, Fast Company, FastCo.Design, BuzzFeed, Wired Magazine, Computer Arts, Campaign Magazine, Creativity Online, Mashable, Gizmodo, The Telegraph, Teen Vogue, The Verge, The Next Web, Design Week, Digital Trends, Engadget, LaughingSquid, BrainStorm9, Digital for Life, SurfStation, O Globo, Exame, Veja, Isto é, Web Design Today, Zupi.
- 2026 Bett Brasil
- 2025 Design Masters UERJ
- 2020 IDB Preparing Tomorrow’s Workforce
- 2020 Revista Exame · A New Way Of Teaching
- 2020 Revista Exame · Virtual Courses Adoption
- 2020 Revista Exame · The 1.000 Student Classroom
- 2013 WIDE Magazine
- 2012 IAD Industry Study
- 2011 Cutedrop interview
- 2010 MarketingWeek
- 2010 Revolution Magazine
- 2010 Intersecção Conference - UFRJ, Rio
- 2009 Zupi website co-editor
- 2009 Zupi Magazine
- 2009 Webdesign magazine
- 2008 Webdesign Navigation book - Taschen
- 2008 Webdesign Magazine
- 2008 Webdesign Magazine
- 2008 Ecology Design
- 2007 WebDesign Mag. article
- 2007 Luz & Cena Magazine article
- 2007 Webdesign Magazine
- 2006 Computer Arts Magazine
- 2006 WebDesign Mag.
- 2006 Zupi Magazine
- 2006 Expo Arte Digital, Nova Friburgo
- 2006 Webdesign Magazine
Experience
Descomplica, Google, McCann, AnalogFolk, Syzygy, Agency Republic
- DescomplicaChief Design, Creative & Product OfficerRio de Janeiro, BR
- GoogleCreative and design director
- McCannGlobal digital executive creative director
- AnalogFolk LondonExecutive creative directorLondon, UK
- Syzygy LondonExecutive creative directorLondon, UK
- Agency RepublicHead of design and creative directorLondon, UK
- GringoArt and creative directorSão Paulo, BR
- Globo.comVisual and product designerRio de Janeiro, BR
- Investhop.comProduct designer
I work independently and also co-founded Flesh and Bone ↗. An independent engagement means working directly with me. When a brief calls for a broader studio team, we define that separately.