13+ building work across brands, product & campaigns
Today, also leading the people behind them
Creative lead. Irene M.
view resumeI lead projects from ideation to delivery while tackling the right questions that the briefings tend to hide.
The truth and nothing but the truth?
Some, will call me difficult.
The worst of all is that the craziest ones will say that I'm inspiring.
I believe that good design starts with asking the uncomfortable why and I ask the questions the briefings (and the people) tend to hide. I orchestrate identities and the systems that hold brands together. I ship the websites and the campaigns that bring them to life. I challenge people on how to think, and invite them to deconstruct - together - why the hell it feels right.
Improving workflows is a natural habit that I unconsciously can't seem to drop - a boost that gives us all the rightful room to passionately care for the craft.
creative leadership / AI assisted-workflows / design automations / creative direction / design strategies / design & brand systems / craft / rebrands / campaigns / websites / activations / marketing
My roots
I was born in Lisbon - one of the most beautiful and bohemian cities of Portugal.
My mom was a painter's assistant - seeing her arriving home with paint on her hair was a daily to me as a child. I grew up running around the corridors of art exhibitions (while secretly stealing the canapés of the guests), playing with clay on the living room floor and making plaster molds for my dolls.
While my dad, he himself had a creative agency in the beginning of the 90s - which meant to have infinite boxes of After Eight chocolate's all over the house.
I was a happy kid, if you ask me.
Has my childhood influenced my eyes? Certainly yes. But would I also be up to be the next Anthony Bourdain of this life? Goddamn, I would likely not blink twice.
Amsterdam, NL
