I'm 33, born in Porto Alegre, and have lived in São Paulo for the past seven years. I found design where my interests collided: people, technology, business, and culture. Since then, I've worked across very different companies, but my approach has remained the same: pay attention before deciding what to make.
I don't think creativity is simply about having ideas. It's about noticing signals before they become obvious: a behavior, a tension, an unmet need, a cultural shift, a new technology. The opportunity is often already there. The work is to see it and give it form.
Products don't exist outside culture. People bring their habits, references, language, expectations, and identity into everything they use. I believe good products understand that context instead of asking people to adapt to them. Culture is what makes an idea resonate.
But relevance isn't enough. Products also need personality. Personality is how an idea expresses what makes it different: through language, interaction, visuals, details, even the way it behaves. In a world where almost anything can be copied, personality is what makes an idea recognizable, and recognition is what makes it memorable.
At Itaú Empresas, I redesigned how entrepreneurs experience “Limite da Conta.” The work increased 7-day activation by 44%, grew the credit portfolio by 66%, and reduced the contact rate by 62%.
At Banco Pan and Agibank, I built credit and lending experiences from scratch, translating the human logic of physical stores into digital products.
At Work & Co, we brought the curation of an in-store salesperson into Camicado's digital experience, contributing to a 10% increase in average ticket size. At Lemon and Centeni, I worked as a founding designer, building brand and product without inherited processes or obvious answers. Sometimes the first thing you need to design is the question.
At Novaquadra, the company I founded with my wife, I moved to the other side of the table. There was no brief. We had to create the brief, the brand, the experience, and the business itself.
I don't separate brand from product, strategy from craft, or thinking from making. I've worked inside a hundred-year-old company with more than 100,000 employees and inside companies that began with two people and an idea.
The scale changes. The medium changes. The work doesn't: understand the culture, find the signal, give it personality, and make what comes next.
Photography takes me beyond landmarks and into everyday life. It gives me a reason to wander through local streets, meet unfamiliar faces, notice small rituals, and get closer to how people really live. Through my camera, I discover the details, stories, and cultures that make every place feel alive and unlike anywhere else.
