I lead visual identity work: the standards, systems and decisions that keep an identity coherent across teams, markets and years.
That leadership rests on production. I came up through artwork and packaging, where colour management, print behaviour and file integrity decide whether a design survives contact with reality. Knowing exactly what breaks, and where, is what makes the standards I write enforceable rather than aspirational.
More recently I’ve been researching process standards for CGI and digital twin imagery — when synthetic assets are appropriate, how they’re validated against physical product, and what governance keeps them consistent at scale. New tools, same question: what has to be true for the work to hold.
I’ve done this inside a global consumer brand, across a portfolio of premium product launches, and as co-founder of a cultural production company in Rio de Janeiro. The constant is building the thing that outlasts the project.