I believe in design as a result-driven perspective for businesses and as a tool for positive social impact.

For 19 years, I have been working with Fortune 500 companies as well as with startups, translating human behavior into new businesses, brands, products, and services.
I’ve worked on global and Brazil-based challenges for companies like Ford, Natura, Samsung, LG, Energisa, ABInbev, and PepsiCo.

My creative vision arose upon this array of experiences and a firm conviction of generalistic knowledge — a great ability to connect non-obvious dots and push what I call Creative Pollination.

Over time, I have developed innovation methodologies and this experience has enabled me to help different companies in their innovation executive training efforts and the creation of innovation culture. 

I shared my knowledge as a teacher/mentor in the Master of Strategic Design of IED (European Design Institute).

As recognition, I’ve received multiple awards, including the Red Dot, Good Design Award and more recently IF design award for the LG portable speaker.

Through my design consultancy, I was selected as one of the 100 young global talents of design, portrayed in the Book - & Fork edited by Jannuzzi Smith and published by Phaidon Publishing.

I participated directly in the creation of the design sector policies through the participation in the entities ADP (Association of Product Designers) as well as ABEDESIGN (Brazilian Association of Design Agencies). Still promoting innovation, I’ve curated events, written articles, given public lectures and served as a jury member of different design awards, among them the Cannes Innovation Award.

With offices in SP, RJ and NY I split my time between complex business challenges that involve systemic approach and different skills of our more than 40 employees and lead the expansion of Questtonó with new offerings and business models as the Venture Design program focused on startups.

I believe in more humane futures!


Leo Massarelli

Istituto Europeo di Design - IED Brasil

Invited assistant professor

Adriana Fernandes 

Strategic Design, Innovation, Creative economics, sustainability
Design teaching, Research, Product design, Lectures, Workshops

RECENT PROJECTS:

2021 - Crafting Business (Portugal)
Lecturing and mentoring sessions for CEARTE in the Crafting Business project. It is a business development support program aimed at entrepreneurs who intend to start an activity in the creative sector, particularly in handicrafts, and for holders of emerging businesses interested in developing them and accessing the international market. 

2018 to 2020 - Oficina Design (Portugal)
Coordination of Oficina Design project, a partnership between the Design Studio of Engineering Faculty of University of Porto, ADEIMA, and Matosinho’s city council. The project aimed to create a participatory space to bring the university and community together, promoting a training program in sustainable design for vulnerable people. 

2017 - Craft Design Lab (Brasil)
Consultancy in Participatory design  for IED - Istituto Europeo di Design aiming to develop a training in design-driven innovation processes to strengthen the development of micro entrepreneurs and representative artisans associations in the state. Project developed in partnership with CRAB - Brazilian Handicraft Reference Center maintained by SEBRAE RJ.

2014 to 2016 - Technology, Design and Innovation in Crafts (Brasil)
Design consultancy for IPTI - Institute for Research in Technology and Innovation in order to apply scientific and technological knowledge for the construction of an innovative model, based on a coordinated and sustainable integration between contemporary design and craft processes, aiming at development of products with high added value, establishment of innovation and increased competitiveness. Project carried out with support from SEBRAE Nacional and the Sergipe State Government.

Strategic Design and Innovation consultant

Instituto Politécnico do Cávado e do Ave

Invited Assistant Professor

Fundação para a Ciência e a Tecnologia (FCT)

Research theme:
Design for resilience: enabling scenarios of self-determination, self-worth and self-support with contemporary craft practices in Portugal.

Researcher Phd Candidate

Faculdade de Engenharia da Universidade do Porto

Research Fellow

Centro Universitário Belas Artes de São Paulo

Professor in Lighting Design post-graduate course
Course unit: Residential lighting
Supervision of post-graduate degree dissertations.

Visiting Professor

IED | Istituto Europeo di Design

Professor in Interior Design post-graduate course
Course units: Fundamentals of lighting and Experimental lighting workshops

Professor in Extension courses
Courses: Lighting Design I and II

La Lampe Iluminação

Project management, product design, relationship with supliers, new materials and trends' research. In charge of staff's technical training,  lighting design project's standards and customer experience.

Design Manager

Centro Ricerche Istituto Europeo di Design - CRIED SP

Professor in Interior Design post-graduate course IESB | CRIED
Course units: Fundamentals of lighting 

Professor in Interior Design post-graduate course Faculdade de Boa Viagem | CRIED
Course units: Fundamentals of lighting

SENAI São Paulo Design

Professor in Strategic design post-graduate course
Course units: 'The Lighting market and Strategic Design' and 'Strategic Planning in the Lighting Business'

Designer, educator, and researcher. Master in Industrial and Product Design at the University of Porto, and Ph.D. student in the doctoral design program at Faculty of Fine Arts, University of Porto. Design strategist, innovator, and creative economy specialist, Adriana studies design as an impact tool for positive business, social and environmental changes. She has worked in industrial design for over 20 years, developing products and lighting projects. In the academic area since 2006, she has taught at several Brazilian universities in undergraduate and postgraduate design courses.

In Portugal, from 2018 to 2020, she acted as a researcher at the Faculty of Engineering of the University of Porto, coordinating the activities of "Oficina Design," a design project for the sustainability and social innovation carried out by the Municipality of Matosinhos, ADEIMA and the Design Studio FEUP. She is also a design consultant, working on projects aimed at applying strategic design as a transformation tool, in partnership with key institutions in Brazil and Portugal such as IPTI - Institute for Research in Technology and Innovation, SEBRAE, IED - Instituto Europeo di Design and CEARTE.

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