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The Design’s Connection.
Design is intrinsic to life: after all, it’s about finding solutions for our endeavours. From a young age, making things—drawing, dioramas, bricolage—was part of my DNA; I was born among and with it. At 24, I started my own business by opening a Restaurant and Gallery. That space was my first true canvas. I learned what it meant to craft an environment, to care for people, and understand the profound impact that a thoughtfully designed space has on the human spirit.
The Human factor.
Looking back at my academic path, I attended the Faculty of Humanities of the University of Lisbon. My major: Communication and Cultural sciences. It instil in me a broad approach to culture, diverse cultural frameworks, and the understanding of semiotics and linguistics as foundational concepts for life. These concepts became seeds that soon enough reinforced my predisposition towards increasingly more meaningful design and better at decoding of communication.
Most importantly, alongside my academic progress, I was increasing my understanding and sensibility of how people perceive their diverse contexts of living.
Expanding Abroad.
After college, I parted from my first entrepreneurial venture, and I moved to Brighton, UK.
That deserves a bit more context. I’ve got to mention that while still in Lisbon, I had directed my first documentary to mild success. The author-creator bug was always there, and as soon as I arrived in Brighton, I started seeking a nesting environment to explore visual communication further.
This led to the completion and television distribution of my essayistic medium-length narrative—it was incredible. From that moment on, over the next 15 years, and across two countries, my career evolved on top of two parallel streams that constantly informed each other—not letting go of one in favor of the other. I began to balance the corporate world while continuing to be a creative asset through my filmmaking exploration.
Through the Corporate world—first, at Airbnb, navigating deep high-stakes solutions delivered directly to people, which impacted their day-to-day, and later managing intricate systems at BNP and Hiscox—I learned how to anchor my natural empathy within deeply structured environments.
As the work as a filmmaker went on, this duality meant that I was constantly honing my visual literacy, avoiding abstracted solutions as well as rigidity in those solutions. I was crafting narratives and ensuring that the perspective of a visual creator would take in and intertwine with the understanding of business logic and needs.
Today, I apply this exact cross-disciplinary foundation to UX/UI and product strategy. Combining my innate lateral problem-solving with an understanding of enterprise frameworks allows me to find human-centric solutions that strictly linear design processes often miss.
Design beyond design.
Design is alive.
It's intrinsic to life, and simply exists—but never in a vacuum. It’s influenced by our tastes and experiences, our idiosyncrasies and all in between. When I am not designing on screen, I adore the exploration of taste and gastronomy. The exploration of cultures through art, through sharing, and through being present—with great food involved. The cultural evolution of European cuisine with its Arabic, Asian and African mixes, especially for a Portuguese person, is enticing! Influenced by the tourism movements, I find the current chapter of the Portuguese cuisine fascinating.
Driven by a new wave of masterful chefs, we are seeing a reinterpretation of traditional petiscos—creating a unique opportunity to share exalting flavors with loved ones in incredible, authorial restaurants. It’s clearly an area where I still feel I can contribute—specifically, with my Creative vision as a creative director and UX/UI designer. But beyond that, I do love the sense of savoring all these enticing flavours. You might find me, together with family—yes, my doggo Mori will be around as well—discovering unpretentiously the endless and authentic wine repertoire, or the culinary divinities we can find all over the world. Food, gastronomy, is a good way to get to know someone, how they love, and live.
Design is human.
And it will remain so, no matter the tools we use. Solutions solve human necessities or human problems. There's no design otherwise outside this paradigm. Our moral compass is wired together by a sense of design for users—ultimately, the design is to solve something that impacts someone. No matter if I am designing in a SaaS environment, B2B, Health, or Tech, or even for a small business in the hospitality sector—
My design is for people to see, feel and interact with. I absolutely love the feeling of being more alive by enabling real interactions.
