[EN]

Hi! This could be the "about me" of one of Manoel Carlos's Helenas — for decades he wrote Brazil's primetime soaps and named nearly every leading woman after me. But this one is about a creative from Maringá who took her chances in Rio de Janeiro for the better part of a decade. It's a story that wasn't built on the beaches: it was built inside some of the biggest communications companies in the city, and in the country. Fittingly enough, I started my career at Globo, and went on to work in communications and creative for companies like Ambev, Epic Games and Play9.

My career started in design and moved towards advertising and art direction. Along the way I kept widening the remit: brand conception, campaigns, strategic positioning, verbal identity. Until I realised that before building everyone else's brand, I'd already been building my own. The instinct became a method — and one more specialisation.

Trained as a designer at Escola Panamericana de Artes and Miami Ad School, with postgraduate work in trends, consumer behaviour and personal branding at ESPM, and in branding at Ana Couto and Brandster.

Today I bring aesthetics and strategy together across brand projects, integrated campaigns, brand experiences and visual storytelling. I believe every brand is a project. And every good project needs a voice, a presence and a strategy.

Between projects, I write, I photograph the details most people walk past, and I slip Portuguese into my English without meaning to — I promise I'm not doing it to sound cool.