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

Abracadabra | Branding e Design

Founder, partner and head designer at Abracadabra.

Founder | Head Designer

Sou Designer com 25 anos de experiência. Sou cofundador e diretor de criação da Abracadabra, estúdio especializado em branding, design de embalagens e design gráfico, fundado em 2008.

Tenho palestrado sobre temas como criatividade, branding e design thinking e sou jurado habitual em prêmios de design nacionais e internacionais, como o El Ojo, os Prêmios Lusos, o Prêmio ABRE e o Brasil Design Award.

Sob minha direção criativa a Abracadabra recebeu nos últimos anos mais de 30 prêmios internacionais e nacionais, como o iF Design Award (considerado o Oscar do design mundial), o RedDot Award, o Brasil Design Award e o Prêmio ABRE da embalagem brasileira. 

Fui diretor da ABEDESIGN - Associação Brasileira de Empresas de Design em duas diferentes gestões. E presidente da Associação Ceará Design entre os anos de 2019 e 2023. Fui também Vice-Presidente da Câmara setorial de Economia Criativa do Governo do Estado do Ceará, entre os anos de 2020 e 2021.

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