Behind Every Brand, There's a Person

My experience spans FIFA to a local Portuguese pastry store, big international agencies to small design ateliers, every kind of structure, every kind of process. Somewhere along the way, curiosity about how people actually navigate these structures, and with themselves, added a psychology layer to the strategy.

I like to analyze. I like to see patterns. And for any system to fix itself, it first needs an outside pair of eyes.

Companies and individuals are different clients, but the tensions underneath are similar in nature, though never identical, which is what makes this work interesting: every project needs its own solution, not a template.