Available to hire
Strategic Designer, Service/Product Designer and Brand Systems Specialist with 20+ years of experience helping companies turn complexity into clarity. I design meaningful, human-centred experiences across analog, digital and AI-enhanced ecosystems.
I work with startups, agencies and organisations seeking strong strategic direction, design excellence and business impact. My approach blends strategic thinking, service design, product design, UX/UI, and brand strategy to create solutions that are both functional and emotionally resonant.
What I Do
• Service Design (journeys, blueprints, ecosystems)
• Product Design (digital & service experiences)
• UX/UI Design and prototyping
• Brand Strategy & Identity Systems
• Innovation & Digital Transformation
• Training, mentoring and workshop facilitation
How I Work
I specialise in transforming ideas into coherent, scalable and high-value products, services and brands. I partner closely with teams to bring structure, clarity and purpose to their projects—delivering design that not only looks good, but solves problems and creates measurable value.
Recognition
My work has been internationally awarded in technology, digital design, product innovation and brand development—reinforcing my commitment to quality and strategic relevance.
Let’s Work Together
Whether you’re building a new product, redesigning a service, strengthening your brand or preparing for growth, I can help you move forward with clarity, consistency and human-centred innovation.
Experience Level
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Beginner
Beginner
Beginner
Language
Spanish; Castilian
Fluent
Portuguese
Fluent
English
Advanced
Work Experience
Digital Product Designer and Brand Designer at Moshi Moshi | Branding & Design Studio
September 1, 2001 - PresentLeading the design team in developing digital products and creating strategies and compelling brand experiences for clients. Collaborating with cross-functional teams to understand project requirements and deliver innovative design solutions. Designing user interfaces (UI) and user experiences (UX) prioritizing usability, functionality, and visual appeal. Developing brand and design systems and identities, including documentation and visual guidelines, to effectively communicate clients' brand essence. Managing multiple projects simultaneously while ensuring timely delivery and maintaining high-quality standards. Conducting user research, usability testing, and gathering feedback to iteratively improve designs and enhance user experiences. Mentoring junior designers and guiding design best practices and industry trends.
Digital Product Designer and Brand Designer at ESDI
December 31, 2005 - August 26, 2025Played a pivotal role as a product and brand designer at ESDI, one of the most innovative companies in Portugal's digital design landscape during the 2000s. Led the design of innovative products and created impactful brand experiences for clients, contributing to the company's reputation for cutting-edge design solutions. Collaborated closely with cross-functional teams to understand client requirements and translate them into visually compelling and user-centric designs. Developed comprehensive brand identities, including logos, visual guidelines, and brand messaging that effectively communicated clients' values and differentiated their offerings in the market. Leveraged design thinking methodologies to ideate, prototype, and iterate on design solutions, ensuring alignment with client objectives and user needs. Actively stayed abreast of industry trends and emerging technologies to infuse creativity and innovation into design projects. Mentored and guided junior designers, fostering t
Trainer & SMEs Mentor at Nova SBE VOICE Leadership (Nova School of Business & Economics)
November 1, 2024 - PresentMentored managers across a network of 5,000 SMEs, supporting the development of leadership capabilities to increase the global competitiveness of the Portuguese economy. Collaborated with SME decision-makers to strengthen strategic thinking and leadership processes aimed at sustainable growth and organizational modernization. Contributed to the national training and mentoring program with a projected 2% positive impact on Portugal’s GDP through SME capacity building. Participated in the core committee responsible for developing and structuring content for business management models across the VOICE Leadership program. Delivered training within the thematic area 'Innovation for Competitiveness,' covering foresight, organizational culture, management models, and action plans. Supported the onboarding and development of other trainers and mentors through certification programs and training bootcamps in blended and online formats. Actively involved in Nova SBE’s broader ecosystem of pa
Digital Product Design Professor at LSD Lisbon School of Design
August 31, 2023 - August 26, 2025Taught UX/UI Design and Web Design courses, equipping undergraduate students with solid foundations in digital experience and interface design. Developed a comprehensive curriculum covering design principles, user-centered UX methodologies, and UI best practices. Created engaging course materials and creative projects to foster critical thinking and individual expression in digital design. Provided personalized feedback and guidance to support students in developing their skills and building strong design portfolios. Organized interactive workshops and seminars to connect students with real-world design challenges and emerging trends. Kept abreast of advancements in digital design, ensuring the course content remained modern and relevant. Collaborated with fellow instructors to enrich the design program by integrating industry insights and promoting interdisciplinary approaches.
Digital Design Professor and School Department Member at Universidade de Évora
July 31, 2014 - August 26, 2025Taught courses in Digital Product Design and Design Project at both Bachelor’s and Master’s levels, equipping students with creative, technical, and strategic skills in digital design. Developed and implemented a dynamic curriculum focused on the integration of design thinking, user-centered methodologies, and emerging digital tools, aligning academic content with industry demands. Supervised design projects directly impacting the university’s identity and ecosystem, including student-led initiatives to redesign institutional communication and develop digital services. Fostered critical and creative thinking, encouraging students to approach challenges with an innovative mindset and to apply design as a driver of transformation. Provided continuous mentorship and constructive feedback, guiding students in portfolio development and preparing them for careers in design, product innovation, and creative industries. Actively participated in the School Department, contributing to acad
Design & Digital Media Lecturer at Various Institutions – ISE, ETIC, EPCI
December 31, 2022 - August 26, 2025Over two decades of teaching experience across renowned design and creative schools, including Instituto Superior de Educação (ISE), Escola de Tecnologias Inovação e Criação (ETIC), and Escola Profissional de Comunicação e Imagem (EPCI). Lectured in diverse areas such as Digital Design, Multimedia, UX/UI, Design Thinking, and Web Design, adapting content and methodologies to secondary, technical, and higher education levels. Designed and delivered curricula aligned with industry standards, balancing foundational theory with hands-on, project-based learning. Mentored hundreds of students, many of whom have pursued successful careers in digital media, design, advertising, and entrepreneurship. Encouraged creative autonomy and critical reflection, promoting a learning environment rooted in experimentation, collaboration, and technological fluency. Frequently invited to participate in academic juries, curriculum design panels, and innovation-focused educational initiatives. Contrib
Digital Product Designer and Brand Designer at Moshi Moshi | Branding & Design Studio
September 1, 2001 - PresentLeading the design team in developing digital products and creating strategies and compelling brand experiences for clients. Collaborating with cross-functional teams to understand project requirements and deliver innovative design solutions. Designing user interfaces (UI) and user experiences (UX) that prioritize usability, functionality, and visual appeal. Developing brand and design systems and identities, including documentation and visual guidelines, to effectively communicate clients' brand essence. Managing multiple projects simultaneously and ensuring timely delivery while maintaining high-quality standards. Conducting user research, usability testing, and gathering feedback to improve designs and enhance user experiences iteratively. Mentoring junior designers and guiding design best practices and industry trends.
Digital Product Designer and Brand Designer at ESDI, Lisbon, Portugal
December 31, 2005 - August 26, 2025Played a pivotal role as a product and brand designer at ESDI, an innovative company in Portugal's digital design landscape during the 2000s. Led the design of innovative products and created impactful brand experiences for clients, contributing to the company's reputation for cutting-edge design solutions. Collaborated closely with cross-functional teams to understand client requirements and translate them into visually compelling and user-centric designs. Developed comprehensive brand identities, including logos, visual guidelines, and brand messaging, that effectively communicated clients' values and differentiated their offerings in the market. Leveraged design thinking methodologies to ideate, prototype, and iterate on design solutions, ensuring alignment with client objectives and user needs. Actively stayed abreast of industry trends and emerging technologies to infuse creativity and innovation into design projects. Mentored and guided junior designers, fostering their growth an
Digital Product Designer and Brand Designer at Moshi Moshi | Branding & Design Studio
September 1, 2001 - PresentLeading the design team in developing digital products and creating strategies and compelling brand experiences for a wide client base. Collaborating with cross-functional teams to understand project requirements and deliver innovative design solutions. Designing user interfaces and experiences that prioritize usability, functionality, and visual appeal. Developing brand and design systems and identities, including documentation and visual guidelines, to effectively communicate clients' brand essence. Managing multiple projects simultaneously ensuring timely delivery while maintaining high-quality standards. Conducting user research, usability testing, and gathering feedback to improve designs iteratively. Mentoring junior designers and guiding design best practices and industry trends.
Digital Product Designer and Brand Designer at ESDI, Lisbon, Portugal
December 31, 2005 - August 26, 2025Played a pivotal role as a product and brand designer at ESDI, contributing to the company's reputation for cutting-edge design solutions. Led the design of innovative products and created impactful brand experiences for clients. Collaborated closely with cross-functional teams to understand client requirements and translate them into visually compelling and user-centric designs. Developed comprehensive brand identities, including logos, visual guidelines, and brand messaging, effectively communicating clients' values and differentiating their offerings in the market. Leveraged design thinking methodologies to ideate, prototype, and iterate on design solutions, ensuring alignment with client objectives and user needs. Actively stayed abreast of industry trends and emerging technologies to infuse creativity and innovation into design projects. Mentored junior designers fostering their growth and maintaining a culture of design excellence within the company.
Education
Doctor of Philosophy (Ph.D.) at Faculdade de Belas-Artes da Universidade de Lisboa
January 11, 2030 - August 26, 2025Purpose-Driven Business in Management and Sustainability at Católica Lisbon School of Business and Economics
January 1, 2022 - June 1, 2022Communication Design at Faculdade de Belas-Artes da Universidade de Lisboa
January 1, 1998 - August 26, 2025Graphic Design at IADE
January 1, 1991 - August 26, 2025Doctor of Philosophy (Ph.D.) at Faculdade de Belas-Artes da Universidade de Lisboa
January 11, 2030 - August 26, 2025Purpose-Driven Business in Management and Sustainability at Católica Lisbon School of Business and Economics
January 1, 2022 - June 1, 2022Degree in Communication Design at Faculdade de Belas-Artes da Universidade de Lisboa
January 1, 1998 - August 26, 2025Degree in Graphic Design at IADE
January 1, 1991 - August 26, 2025Ph.D. at Faculdade de Belas-Artes da Universidade de Lisboa
January 11, 2030 - August 26, 2025Purpose-Driven Business in Management and Sustainability at Católica Lisbon School of Business and Economics
January 1, 2022 - June 1, 2022Degree in Communication Design at Faculdade de Belas-Artes da Universidade de Lisboa
January 1, 1998 - August 26, 2025Degree in Graphic Design at IADE
January 1, 1991 - August 26, 2025Qualifications
Voice Leadership Mentor
November 1, 2024 - August 26, 2025Purpose Driven Business, Management, and Sustainability
June 1, 2022 - August 26, 2025Productized Masterclass: Project Management in Product Design
May 1, 2021 - August 26, 2025Voice Leadership Mentor
November 1, 2024 - August 26, 2025Purpose Driven Business, Management, and Sustainability
June 1, 2022 - August 26, 2025Productized Masterclass: Project Management in Product Design
May 1, 2021 - August 26, 2025Voice Leadership Mentor
November 1, 2024 - August 26, 2025Purpose Driven Business, Management, and Sustainability
June 1, 2022 - August 26, 2025Productized Masterclass: Project Management in Product Design
May 1, 2021 - August 26, 2025Industry Experience
Education, Professional Services, Media & Entertainment, Software & Internet, Retail
Experience Level
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Beginner
Beginner
Beginner
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