I design digital experiences.

Since 2005 as user interface designer and art director i’ve contributed to different projects across Branding, Service Design, Strategic Design and User Experience in multiple sectors including Banking, Insurance, Public service and Energy.

I’m interested in how we shape our world through design and innovation, particularly by enabling brands to take Human centred decisions. Clearly this is a pretty basic concept and we can’t fix human issues in a two-week sprint and obviously you get always what you work for, not what you wish for.

However, putting my words to work, I spent most of the past years driving teams and clients based on Brand Strategy, Design Thinking, Lean Startup and Agile to establish new starting points that lead to new kinds of solutions.


I’ve studied physics to observe the nature, to understanding the world around us, the world inside us, and beyond us. I’ve seen how “our laws” are disable to explain many phenomenas in the nature. That was beautiful subjects that gives me a broad perspective to discover the values even where no one hopes to find it. I believe in the magical power of values to set visions which drive us to a better future.

“Do not try and bend the spoon, that’s impossible. Instead, only try to realize the truth…there is no spoon. Then you’ll see that it is not the spoon that bends, it is only yourself.”


― The Matrix, 1999


I believe you should “Flow”, Like a river flowing down toward the rocks. Passion is all what it takes to be successful. When I studied physics, I was passionate about physics, and how it can be used to explain the universe. When I studied Art, I was passionate about art, and how we shape our world through design and innovation. However. The drive was not to get a job and make money, it was all about passion and curiosity. A job will always come later if you are good at what you are doing, but passion should always take precedence and “Magic” will happen.

“The magician takes the ordinary something and makes it do something extraordinary. Now you’re looking for the secret… but you wont find it, because of course you’re not really looking. You don’t really want to know. You want to be fooled.”

― Christopher Priest, The Prestige


A leader knows the way, goes the way and shows the way. An expert should solve the problem but a leader identify it, before it becomes a problem. I’ve always pointed the vision which affects strategic thinking, not just execution. I think If you set the right goals in life, you can always accomplish it no matter how complicated the trajectory might be. Visions bring us the ideas.

“An idea is like a seed. Once it is implanted in the mind, it continues to grow. it is enough to create the dream world with values, and bring the subject into that dream and he fills it with his secrets.”

― Christopher Nolan, Inception.