About me

I am a communication designer working across branding, editorial, signage and communication systems. My work focuses on developing structured and coherent communication, often across complex, long-term projects in both institutional and corporate contexts. Over the past 20 years, I have worked in studios, agencies and independent practice, building experience across different scales and areas of design. I studied Communication Design at ESAD – School of Arts and Design of Matosinhos (2000), and later completed a Master’s degree in Design at the University of Aveiro. I began my career at Creatif Communication Studio, where I led the design department and worked on projects for Emi Valentim de Carvalho and Visionarium. I later worked at Godesign Communication Studio, while also teaching at Alquimia da Cor Training Centre, where I developed projects for Sonae SGPS and Sonae Indústria. I continued at Sino Design and Transformadora, focusing on branding and leading design teams across projects such as the Metro do Porto signage programme, CVRVDÃO’s centennial commemoration, and the EGP-UPBS identity strategy.

Empowering brands everywhere, no matter the size or industry. Clients +120 Projects

Teach at IPCA's School of Design

Role Within the brand design team, I work in the foundations department, helping define and build the core elements of the brand. My work includes developing visual identities, product concepts and communication guidelines, as well as designing assets to ensure consistency and recognition across different touchpoints.

Role I teach courses in Graphic Design Project and Typography, with a focus on event communication, corporate and institutional signage, and type design. My teaching is project-based, guiding students through the development of visual communication systems, from posters and editorial pieces to signage and typographic work. Alongside practical work, I introduce historical and cultural context, helping students understand how design operates across different media and contemporary communication environments.

I created the opportunity to work at the INESC TEC - Institute for Systems and Computer Engineering, Technology and Science. The institute is a private non-profit research association, with Public Interest status, dedicated to scientific research and technological development, technology transfer, advanced consulting and training, and pre-incubation of new technology-based companies.

● Role: I was responsible for integrating design and designers into the institution's structure and implementing their skills to create value, making design an asset and, consequently, an important part of its intellectual capital. Alongside this integration, I was also responsible for renewing the overall communication concept to promote and enhance the image and prestige of the institution and its R&D centres internally and externally. Responsible for the visual image and its application to several media communications under the initiatives and the events organised by or with the involvement of INESC TEC and its R&D centres. Renewal of the corporate identity to promote the institution's image and reputation at internal and external levels. Furthermore, I was involved in designing the graphic identities of R&D projects such as iiLAB - Industry and Innovation Lab, SmartGrids - Laboratory of Smart Grids and Electric Vehicles, UT Austin Portugal Program, InterConnect, TEC4Growth, NanoSTIMA, and MACC - Minho Advanced Computing. Lastly, I was responsible for strategically redefining the overall communication concept.

I co-founded the Design and Photography Studio Dpto, an independent small studio specializing in Corporate Identity, Editorial Design, Graphic Design, Web Design, Signage, Packaging and Photography for diverse clients.

● Role: Encompassed project management, execution, and creative direction.
● Featured clients: IETA Design, Grupo Sameca, Kopke - Sogevinus, Creative Hubs Forúm’14, Arquivo de Memória Digital Guimarães 2012 - Capital Europeia da Cultura, Panazorean - Festival Internacional de Cinema (Açores), Contextile - Bienal de Arte Têxtil Contemporânea (Guimarães), Centro de Memória do Forte S. João de Deus (Bragança), Centro de interpretação da Cultura Sefardita Nordeste Transmontano, RightFactor - A Human Rights Guide for Inclusivenes.

By invitation, I joined the team that initiated the project "A Transformadora," a Communication Agency, as the Coordinator of the Design Department. "A Transformadora," is the result of a journey that began in 1992 with the founding of Sino Publicidade in Porto, originally a multinational-style advertising agency. As market conditions evolved, in 1999, the company expanded into other communication areas with Sino Design for communication design, followed by Sino Web and Sino Action in 2001 for multimedia design and brand activation, respectively. By 2009, recognizing the need for innovation and a new direction, Sino Design repositioned itself, giving rise to "A Transformadora,". This new venture builds on the original team's experience but introduces fresh perspectives, methodologies, and organizational approaches, aiming to explore and expand realities through thoughtful communication.

● Role: I was responsible for coordinating, managing, and creatively directing projects for multiple business groups and institutions in Corporate Identity, Editorial Design, Signage, and Packaging, among other areas. 
● Featured clients: Decenio, Gant, Metro do Porto, Bial, EGP-UPBS, Universidade Portucalense, Pólo de Design Mobiliário de Paredes, Manobras do Porto, HMR - Herdade do Monte da Ribeira Cooperativa vinícola, CVRDÃO.

In January 2006, I was invited to join Sino Design, a Communication Agency specializing in Branding. I was part of designer Anselmo Canha's team, developing multidisciplinary projects that integrated strategic thinking, design, and technology. I was responsible for the development of multidisciplinary projects with strategic thinking, design, branding, and technology to create and communicate brands through multiple channels for various business groups and entities, among others. 

● Role: My role involved spearheading projects that integrated strategic thinking, design, branding, and technology, aiming to create and communicate brands across diverse channels for various business groups and entities.
● Featured clients: Sogrape Vinhos, CVRDÃO, EGP-UPBS, Optimus, Vieira de Castro, SportZone, Casfil filmes laminados S.A, EVAC engenharia do ar S.A, Ibotec indústria de tubagens S.A, Clinicas Dr. Campos Costa.

By invitation, I joined Godesign – Visual Communication studio, where I was responsible for managing graphic design and editorial design projects. In this role, I worked with various organizations, delivering creative solutions tailored to their needs. Some of the notable clients I collaborated with included the Sonae Group, a major retail and distribution company; Cotec Portugal, which promotes business innovation; and the newspaper/magazine O Tripeiro.

● Role: My responsibilities involved overseeing the entire design process, from initial concept development to final execution, ensuring each project met the highest quality and creativity standards.
● Featured clients: Sonae Group (Sonae SGPS, Sonae Industria), Cotec Portugal, Barcadouro and the newspaper O Tripeiro.

By invitation, I joined the Creatif Studio – Integrated Communication Effort. I collaborated with designer Pedro Carvalho de Almeida in conceptualizing communication design projects.

● Role: From 2001 onwards, I was responsible for coordinating and developing the design department, assuming the role of creative director. I authored projects in Corporate Identity, Graphic Design, Editorial Design, Web Design, and Packaging for various entities.
● Featured clients: EMI Valentim de Carvalho - EMI Classics e Blue Note, Visionarium - Centro de Ciência do Europarque, Associação Comercial do Porto.

Education. Learning, Explore, Create.

Understanding branding, editorial, poster, illustration, packaging, computer graphics, and web design or type design.

● The study plan emphasizes critical reasoning and systematic thinking; with experiments and dynamics which involve identifying, questioning and solving issues methodically. It aims to bring the student closer to a professional reality to enrich creativity focused on practical problem-solving. Non-Bologna.

Understanding the three design levels: design and strategy, design and identity, and design and technology.

● Thesis, The designer's manager position: A new relationship with companies/organizations.
The evolution of the designer's role into a strategic asset for competitive advantage has highlighted the need for effective design management. This dissertation explores the gaps in current practices and proposes a vision where designers develop managerial skills to lead and execute design projects, becoming strategic elements in companies. It emphasizes the importance of integrating design management and identity concepts. It suggests an integration program at the UPTEC - Business and Innovation Hub to incorporate design skills into organizational missions and values. Bologna.