Selected brands I have worked for
Andrade Marinho / LMF, Brazil
Homeless Entrepreneur, Barcelona
Homeless Entrepreneur, Barcelona
Homeless Entrepreneur, Barcelona
Homeless Entrepreneur, Barcelona
Homeless Entrepreneur, Barcelona
Karen Feder, Portugal and Brazil
Homeless Entrepreneur, Barcelona
Karen Feder, Portugal and Brazil
Lift Consulting, Lisboa
Lift Consulting, Lisboa
Karen Feder, Portugal and Brazil
FCB Lisboa
Lift Consulting, Lisboa
RMA Advisory, Dubai
RMA Advisory, Dubai
Lift Consulting, Lisboa
RMA Advisory, Dubai
Oriflame, Netherlands
Oriflame, Netherlands
Oriflame, Netherlands
Nestlé, Portugal
Oriflame, Netherlands
Oriflame, Netherlands
Gallo, Portugal
Oriflame, Netherlands
Gallo, Portugal
Who I AM
WELCOME
With 30 years of experience in brand strategy, I’ve had the privilege of working with companies in Brazil, Portugal, Dubai, and other parts of the world — helping build remarkable identities and lasting connections.
My career has crossed industries, continents, and challenges. Yet one thing has never changed: my conviction that brands are far more than logos or products. They are the soul of a business, capable of creating deep emotional bonds with people.
Driven by this philosophy, I developed The Soul Before — my proprietary methodology for building brands that grow through meaning. The method is based on a simple yet powerful principle: a brand’s strategy doesn’t begin with its products or services, but with the human connections it must create.
From defining positioning to building emotional attachment, my work is about guiding businesses that want to inspire, connect, and lead.
Throughout my journey, I’ve collaborated with global brands such as Nestlé, Gallo, and Zoomarine, as well as transformative projects with organizations like Homeless Entrepreneur and Andrade Marinho LMF.
From redefining narratives to developing impactful campaigns, over the years I've had the privilege to:
- Develop brand strategies across 8 countries, respecting cultural diversity and creating identities with global resonance.
- Lead workshops, rebranding processes, and strategic transformations in industries as diverse as consumer goods, real estate, and social organizations.
- Combine strategic thinking and creative execution to ensure that every brand delivers emotional impact — and tangible results.
Today, I continue to help companies discover their unique voice and build brands that not only stand out, but truly matter to the people they reach.
Whether creating a brand from scratch or revitalizing an existing one, my mission remains clear: to help businesses connect, inspire, and lead through strategy driven by soul.