I lead 14 designers at Fetchly Labs, run the DesignOps service the studio sells, and still do discovery and design systems myself. If you need someone who can build the team and do the work, that is me.
I run design at Fetchly Labs, a product studio in Austin and Denver that places embedded teams inside client companies. My work splits three ways: I design products, I run discovery, and I run the operation.
The products are storefronts, CRMs, quoting tools, page builders and the design systems that keep them consistent. Discovery means short engagements that end in a canvas, a gap register and the decisions somebody has to make before a line of code is written. The operation is allocation across designers and clients, a weekly design report to leadership, a career framework and a service the studio sells as a repeatable offer.
Before Fetchly I designed for cybersecurity companies in New York, EU funded programmes in Cyprus and SaaS marketing in Australia, and I have worked as an independent UX and UI designer since 2014. I am finishing a Master of Engineering and Innovation Management at UFABC, co-authored a Springer chapter on the circular economy, and still draw my own letterforms.
One engagement becomes a service another client can buy. One storefront becomes a component set the next one inherits.
Discovery ends with what we know, what we doubt and the decisions that gate the work, so every screen answers a question.
Allocation, rituals, reporting and a career framework, so fourteen designers can grow without the quality dropping.
January 2014
Branding, web design and user research for public and private clients in Brasília.
2021 to 2023
Motion and web design for SaaSMouth in Adelaide, EU funded projects with Future Needs in Nicosia, and web design for cybersecurity clients at Miscreants in New York.
October 2023
Designer V on client accounts, then the embedded designer for Container Alliance from June 2024.
July 2024
Product reviews, user testing and design direction for clients and development teams.
October 2024
Built the DesignOps service line and the process clients receive, from weekly design calls to instrumented prototypes.
October 2025
Lead 14 designers across Brazil and Latin America, staff every client account and report weekly to leadership.
October 2025
Co-author of a case study of the Cooperlimpa Diadema waste picker cooperative and the circular economy.
December 2026
Universidade Federal do ABC, Design of Technology and Engineering. In progress.
Embedded DesignOps designer, then account director, 2024 to 2026
Wrote the concept of operations that merged three admin portals into one CRM, with leads, quotes, orders, depots and price books in one place.
By my platform inventory, 13 separate tools replaced by one platform built from 1,200+ custom components.
See it in the work
Design direction of the V2 program, March to August 2025, and owner since October 2025
Benchmarking, brand kit, sitemap, wireframes, page design and the Webflow build, then React code components for the harder sections.
July 2026 review: organic search brings over 1,000 users a month to pages that relied on paid traffic, and LinkedIn traffic rose 163%.
Read the case study
DesignOps end to end for a home exchange platform
Visual identity, information architecture, an atomic component system, Figma prototypes and user testing in Maze.
The client extended the engagement into development with Fetchly.
See the workCounted from onboarding rosters and weekly design reports.
Totals only, refreshed twice a day from my commit history and the Claude Code logs on my Mac; last counted on . Most repositories are private client work; TextLab is public.
Most directors stopped drawing years ago. Most people who still draw have never staffed three accounts on a Monday morning. I do both.
The same archive that holds my allocation boards holds hand lettered wordmarks, design token sheets and a flight deck concept. That range is the point.
Vitor Machado, a product designer who reported to me, described me as a design leader who combines craft with genuine care for people.
LinkedIn recommendation, August 2025Leo Souza, a product designer who reported to me, called working alongside me an incredible experience and praised my natural way of leading.
LinkedIn recommendation, August 2025The résumé has every role, the numbers behind them and the clients my team serves. If it fits, write to me and we will find a time that works across our time zones.
PDF, 9 pages, 166 KB. Updated September 2026.
Director of Design, Head of Design or a founding design leader at a product company or a studio, where the job includes building the team and the system, not only shipping the next screen.
Brasília, Brazil, on UTC−3. That is one to two hours ahead of New York depending on the season, and I work with teams in Austin and Denver every day.
Yes. I run discovery boards and workshops, design systems and pages in Figma, and build Webflow code components in React and TypeScript.
Portuguese and English at native level (TOEFL iBT C1), limited working Spanish and elementary French.
Several of the strongest projects are internal tools for clients and cannot be published. I can walk you through them on a call.
Daily. I administer the design team's Claude workspace, build with Claude Code through connectors into Figma and Webflow, and wrote the brand skill that keeps the team's AI output on brand.
