I bring together 15 years of design expertise with the hard-won insights of someone who's built a business from zero to 25,000 users.

As a Brazilian designer based in London, I've created identities, packaging, and campaigns for clients like Liberty, John Lewis, Rapha, The Serpentine Galleries, Second Home, and Steve McQueen. I've worked at Pentagram and Irving & Co, and learned from Richard Hollis, one of Britain's most influential graphic designers.

In 2020, I founded The Octopus Club, a circular economy platform that grew into a trusted community of over 25,000 families. We re-homed 45,000+ items and earned coverage from BBC, Vogue, The Guardian, and The Times. Building it from scratch taught me what founders really face: the gap between brand vision and market reality, the challenge of communicating purpose while driving growth, the constant need to pivot strategy while maintaining identity.

That founder experience fundamentally changed how I approach design work. I now see brands not just as visual systems, but as living tools that need to perform under real business pressure.

Today, I work as both designer and strategic consultant—helping established brands refine their visual identity, and guiding founders through the messy, crucial work of positioning and growth. I combine design craft with the strategic clarity that only comes from having been in the founder's shoes.

If you're building something you believe in and need help solving what's holding it back, I'd love to work together.