Strategy Meets Human Understanding
Over 17 years in Branding & Advertising, helping companies find clarity for their next move.
Brand Strategy · Organisational Consulting · Individuals Counselling
For the last 17 years I’ve worked in global corporations and boutique brand ateliers, across businesses of every size: from FIFA to a local Portuguese pastry store. Somewhere along the way, I realised that behind every brand, every marketing department, every company, there are simply people.
That's what led me to train in psychological counselling using gestalt therapy techniques to better understand what actually drives resistance, decision making and change.
Today, I work as both a brand strategy consultant for organisations and a personal counsellor for individuals, because the underlying process is the same, whether you're a brand or a person trying to find clarity for your next move.
Behind Every Brand, There's a Person
Consulting Services
Agency Freelance
Brand strategy, naming, or project and team leadership, brought in as an extension of your agency.
Brand Foundation
Positioning, naming, brand identity, or full go-to-market strategy for founders building the base a product needs to launch.
Founder Clarity Session
A focused 90-minute session for founders who need direction on a specific brand or positioning question.
Fractional Marketing Lead
Ongoing, part-time support for companies without an in-house marketing team, from strategy to hands-on coordination.
Selected brands I have contributed to
FIFA · UEFA · FIA · L'Oréal · Maybelline · Audi · Repsol · TEFAF · Unicef · Sana Hotels · Norfin · Ascendum · Telepizza
Agencies I have worked with
Saatchi & Saatchi · McCann Erickson · Brandia Central · NOSSA · BLUG
Recent Projects
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![Three images showcasing corporate branding and marketing materials for Ascendum, including signage, social media graphics, and printed brochures.]()
Ascendum: Service Design
Naming, brand architecture and branding for service contracts, freeing the brand from its dependency on a single manufacturer's identity.
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![Modern multi-story building with glass windows and outdoor walkways, greenery, and a landscaped courtyard with people walking, sitting, and socializing.]()
Norfin: Signage Branding
A complete wayfinding and signage system for a new office building, including LEED and WELL certification signage, delivered across a three-year, multi-stakeholder process.
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![A collage of images related to the 2018 FIFA World Cup in Russia, including a stylized trophy, a map of Russia with cities labeled, sketches of the tournament mascot, a typeface sample, and various icons and symbols associated with the event.]()
FIFA: World Cup & Confederations Cup Branding
Four years leading brand delivery across FIFA, Russia's Local Organising Committee, and a creative team in Lisbon, balancing global brand standards with national political approval.
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![Modern multi-story house with wooden exterior, surrounded by landscaping, outdoor seating, pool, and sunset lighting.]()
Norfin: Luxury Real Estate Branding
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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![A person holding an open magazine with colorful pages; the left page has a large stylized letter 'i' and the right page features a portrait of a smiling man with dark curly hair, glasses, and a light blue shirt along with Portuguese text on a yellow background.]()
Start Up Accelerator ReBranding
A full repositioning and rebrand for Mozambique's leading entrepreneurship ecosystem, taken from local reference to international relevance.
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