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Selection of work
explore here some of my projects to learn more about what I do
2025-2026
How to translate premium perception into a design strategy for AMBEV brands?
A strategic research and design project exploring how three Ambev beer brands, Corona, Spaten, and Original, can expand their presence while strengthening their distinct premium identities. Through consumer research, cultural analysis, and the application of our Design DNA methodology, we decoded the symbolic, sensory, and experiential codes that shape premium perception and translated them into actionable brand strategies. The project established strategic guardrails and design guidelines across communication, trade, packaging, and experiences, helping multidisciplinary teams and partners make more consistent decisions as the brands grow.
• business & innovation • research • brand strategy
2025-2026
How to design collaboration between companies to tackle systemic challenges with the UN Global Compact?
ReInova is a cross-innovation initiative developed with the United Nations Global Compact – Brazil Network, bringing together Unilever, Alpargatas, and Coca-Cola FEMSA to address the systemic challenge of plastic and petrochemical waste entering Brazilian waterways. Over 12 months, we designed and facilitated a collaborative innovation process that connected different industries, knowledge, and resources to explore circular solutions. Through systemic research, field immersion, and co-creation, the project established a shared vision, generated 16 solution concepts, and advanced one into an MVP, demonstrating how cross-industry collaboration can move from collective ambition to tangible action.
• cross innovation • sustainability • strategy • systemic design
2022-2023
How to design an innovation strategy for the future of AMBEV beer brands?
Innovating in strategy today, to build quality tomorrow. Project where we decoded aspects that generate a perception of high quality in the beer category and designed an innovation strategy for the future of 8 brands. The project had a major impact on how Super Premium brands organize their launch planning and structure their positioning from now on, and also on how Insights|Inno teams develop their innovation-oriented internal processes, taking into account a systemic view and strategic.
• business & innovation • research
2024
How to redesign a strategic portfolio that keeps GOOGLE ahead of market shifts?
A case of business transformation. The Strategy & Insights team at Google Brazil underwent a structural transformation, evolving into a centralized intelligence unit. We supported this shift by co-creating a new product portfolio strategy, aligning internal capabilities with evolving market needs. The project resulted in a strategic playbook to guide commercial activation and long-term development.
• business & innovation • portfolio strategy
2025
How to build a cohesive music experience strategy for AMBEV’s iconic brand portfolio?
Designing music as a strategic asset across Ambev's brand ecosystem. We developed a framework to guide seven brands in building authentic and culturally relevant music experiences. The project combined quantitative and qualitative research, deep cultural investigation, and co-creation workshops to define how each brand could occupy a musical territory with clarity and consistency. This strategic platform now supports the experiential team in making music-based decisions, elevating Ambev’s presence in culture.
• brand experience • research • service design
2023
How to enhance Energisa's customer electricity bill dispute journey through innovative service design?
Transforming the journey of electricity bill disputes through a roadmap of advanced solutions that combine innovative technologies with traditional practices. The project introduced a new methodology called "High Value Experiences" (HVE), which identifies consumer needs through action-based verbs. This approach was rooted in sensitive research from consumers in Northern and Central-West Brazil, leading to the development of solutions that prevent financial insecurity, reduce feelings of helplessness during disputes, and promote greater "energy health" for consumers.
• service design • innovation • research
2018
How to design a talent preparation program for strategic leaders at NIKE Brazil?
Methodology to guide and coordinate a talent preparation program for strategic leaders at Nike Brazil. To stimulate their personal and professional development and their design skills to be able to solve two real business challenges. The impact of the project can be seen in leaders promoted or transferred to other international Nike headquarters. The design thinking, codesign, and strategic design tools effectively developed a systemic worldview in the participants.
• talent development • service design • leadership
• employee experience
2020
How to improve Sicredi's customer relationships through data-driven service design?
A digital solution designed to recommend personalized financial products based on the development of a predictive algorithm, implemented through a set of Personas. The solution achieved over 90% accuracy in matching financial products to the profiles of the credit union’s associates.
• design research • service design • digital solution
• behavior technology
2023
How to co-create breakthrough food innovations, for Kraft Heinz, grounded in consumer desires?
A project about transforming tradition into opportunity. We led Kraft Heinz through an innovation journey to explore untapped consumer territories, co-create new product concepts, and test them with prototypes. The result: 12 ideas ready for development, aligned with real consumer desires and future trends.
• innovation pipeline • co-creation
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