“My work is play. And I play when I design… the definition of ‘play,’ number one, was ‘engaging in a childlike activity or endeavor,’ and number two was ‘gambling.’ And I realize I do both when I’m designing.” — Paula Scher
“Start with a problem, forget the problem, the problem reveals itself or the solution reveals itself and then you reevaluate it. This is what you are doing all the time.” — Paul Rand
I believe that great Art Direction is a balance between the mechanical precision of a machinist and the calculated risk of a gambler. My career is defined by taking complex business problems—whether they are in biotech, legacy sports, or sub-culture streetwear—and solving them through disruptive visual systems.
My path wasn’t a straight line. Coming from a traditional Portuguese family, I started my professional life as a CNC Machinist. That role taught me the value of structural integrity and technical accuracy. But my nights were spent in the Toronto electronic music scene, where I discovered that the “problem” of promoting a rave required a different kind of precision: Visual Impact.
I traded the milling machine for Photoshop and Illustrator, eventually pursuing formal education to bridge the gap between my DIY roots and professional design systems. Today, I use that “maker” mindset to build brands that don’t just look good, but function as scalable ecosystems.
A “Resume Lite” highlighting my trajectory and impact.
The Impact:
Leadership: Creative Strategy, Brand Architecture, Stakeholder Management (Boards/CEOs).
Design: UI/UX, Advanced Typography, Motion Graphics, Print Production.
The “Machinist” Edge: Deep understanding of physical production, structural design, and technical scalability.
