About me
Born in São Paulo, Brazil
Based in San Diego, CA since 2016
I’m a creative problem-solver specialized in design, strategy, and innovation, with a strong foundation in branding, marketing, and customer experience.
20+
Years of experience
50+
Brands served
12
Is my lucky number
H1B
Visa holder
My Work Process
My work philosophy is grounded in delivery. I followed two mantras throughout my career.
The first is “done is better than perfect.” I deeply value craft, attention to detail, and the dedication many designers bring to their work. However, over time I have learned that agility often drives better results than obsessing over the smallest details. That level of refinement usually demands more time and resources, yet it does not necessarily guarantee stronger performance.
My second mantra is “build to learn.” Instead of endlessly planning and creating countless versions of the same idea, I prefer to create less and test more. There is always something to learn from putting real work into a controlled environment, observing reactions, interpreting insights, and refining the product so it moves closer to meaningful success metrics.
Here's how my process to put these mantras to work:
The first is “done is better than perfect.” I deeply value craft, attention to detail, and the dedication many designers bring to their work. However, over time I have learned that agility often drives better results than obsessing over the smallest details. That level of refinement usually demands more time and resources, yet it does not necessarily guarantee stronger performance.
My second mantra is “build to learn.” Instead of endlessly planning and creating countless versions of the same idea, I prefer to create less and test more. There is always something to learn from putting real work into a controlled environment, observing reactions, interpreting insights, and refining the product so it moves closer to meaningful success metrics.
Here's how my process to put these mantras to work:
[01]
Understand
I start by understanding your brand, your users, and your goals. I focus on clarity over complexity, building a strong and practical foundation that allows us to move with confidence and speed.
[02]
Create
I bring ideas to life through clear visuals, smart layouts, and intuitive experiences. I prioritize progress over perfection, turning strategy into tangible outputs that we can test and evolve.
[03]
Define
I shape the structure, direction, and priorities of the product. Instead of overengineering, I define what truly matters so we can align decisions with impact and measurable outcomes.
[04]
Test
I put real work into the world as early as possible. By observing behavior, gathering feedback, and analyzing performance, I turn insights into actionable improvements.
[05]
Iterate
I refine based on evidence, not assumptions. Each iteration is intentional, moving the product closer to its goals through continuous learning and optimization.
[06]
Deliver
I deliver solutions that are ready to perform. The focus is not just on launching, but on launching with purpose, clarity, and the flexibility to keep improving.
Director of Design
2018-2026
Founder & Brand Manager
2016 - 2018
Lead Designer
2014-2015
Innovation Specialist
2011-2014
Academic & Certifications
I provide a range of top-quality services designed to help brands grow, connect, and stand out. With a focus on creativity, functionality, and results, each service is tailored to meet your unique needs.
Designing Strategy
[2024]
IDEO (Online)
Google UX
[2022]
Coursera (Online)
Master of Business Administration
[2018]
SSU (San Diego, CA)
Service Design
[2013]
School of Innovation (São Paulo, Brazil)
Zappos 3-Day Boot Camp
[2013]
Zappos Insights (Las Vegas, NV)
Master of Branding
[2011]
Rio Branco (São Paulo, Brazil)
Bachelor in Design
[2004]
Anhembi Morumbi (São Paulo, Brazil)
Minor in Philosophy
[1999]
PUC (São Paulo, Brazil)
Portuguese (Native)
English (Fluent)
Spanish (Intermediate)
English (Fluent)
Spanish (Intermediate)
Awards
Global SME Finance Awards 2020
Itaú Unibanco
Itaú Women Entrepreneur
The One Club For Creativity 2020
PACIFIC (Expedia)
Travel Like a Champion
Fast Company's World Changing Ideas 2019
Grupo Tellus
Área 21 Project
People Love Us on Yelp 2016
NowaCar
Waterless Car Cleaning Pioneers
Center for Active Design 2016
Grupo Tellus
Rede Bem Cuidar Project
Testimonials
"Adriano is a thoughtful thinker bringing to projects his communication abilities, strong leadership skills and strategic point of view. His background as a designer has helped us to think out of the box and to be more empathic with the customers. He is also an outstanding team player, has a passion for continuous learning and more importantly, he leverages what he learns to make improvements wherever he goes."
José Mello
Director of Innovation at ITAÚ
"During each of our projects, Adriano took the time to fully understand their scopes and displayed keen attention to detail. Because of this, I have the utmost trust in him, requiring minimal supervision on my end when it comes to executing his job duties. He frequently goes above and beyond in his efforts to ensure consistency and generate content that exceeds, not only my expectations but also those of the client."
Janai Williams
Account Director at PACIFIC
"I've worked with Adriano for 2 and a half years at Itaú. He's one of the most passionate, creative, and self-driven professionals I knew in my career. Adriano has an innate curiosity and a human-centered approach to everything he does. I'm proud I've have kept Adriano as a collaborator in some of my personal projects after we parted ways, and he had a great influence on the professional I am today."
Guilherme Paes
Solutions Engineer at Google
"Adriano's capacity for blending deep strategic thinking with incredible craft design makes him a unicorn in the marketing industry. Whatever you need to define the brand values, understand the consumer's behavior, plan the digital ecosystem, or develop the brand visual guidelines, Adriano is the right choice. Alongside his incredible professional flexibility to solve problems, he is a big heart guy always ready to help."
George Stein
Creative Director at PACIFIC
"Adriano is not only a talented designer but also an outstanding teammate. Working with him has been a genuine pleasure. He’s always open to feedback and creates an environment where everyone feels comfortable sharing ideas. From blog visuals to AI videos, infographics, his work consistently elevates the user experience and adds real strategic value. Adriano’s designs don’t just look good, they help key insights stand out, taking our SEO efforts to the next level."
Ana Perez
Search Manager at PACIFIC
"Adriano had a cross-operating role in various projects where we developed activities related to service design projects, research, diagnosis, prototyping, and implementation of solutions. He made it easy to navigate through different phases of our projects and demonstrated leadership and dedication. He is undoubtedly talented in the field of innovation and service design, demonstrating skills and knowledge to apply excellence in projects of both the private and public sectors."
Germano Guimarães
Founder & CEO at Tellus Group
"Adriano is an exceptional Design Lead and someone I’m grateful to now call a friend. We worked together at PACIFIC, and I was consistently blown away not just by the quality of his work, but by the generosity, clarity, and heart he brings to every project. He elevates the people around him. It’s a pleasure to recommend him."
Bruno Galvani
Senior UI Artist at Epic Games
"I had the opportunity to work closely with Adriano on several projects, and he consistently stood out for his strategic clarity and market insight. The Expedia Travel 2 Run project was particularly impressive. He identified a highly promising market opportunity for Expedia’s travel packages and built a clear strategic direction around it. His ability to connect consumer behavior, trends, and business goals made a real impact and demonstrated his strength in turning insight into growth opportunities."
Rodrigo Costa
SEO Manager at PACIFIC
"Working with Adriano for 14 years has been transformative for our brand. He defined the essence of Markable and guided its evolution at every stage. His strategic vision and refined aesthetic built a strong foundation that positioned us clearly in the franchising segment. More than a designer, Adriano has been a true branding partner, contributing to our positioning and long term growth. Markable’s recognition in the franchising market reflects his dedication and commitment to excellence."
Samara Perez
Founder & CEO at Markable
