Communication expert (Universidade de São Paulo), strategic marketing specialist (MBA-USP) and former advertising art director, with over-10-year track record in the advertising industry serving clients in fashion retail, real estate, healthcare, shoe manufacturing and service businesses as well as governamental accounts. I have also worked as a business and marketing consultant (SEBRAE), both training and business modeling hundreds of SMBs and startups. Integrating the design thinking approach to marketing and branding under a service dominant logic (Lusch, Vargo) would eventually lead me to change career path as a service designer. Nowadays I employ these tools, methodologies and previous experiences in a multidisciplinary approach both as a business consultant and service designer in projects aiming for more valuable brands and more meaningful brand relationships with people.