Founding Experimenta, Fe’s goal was to replace fear with humanity, through Radically Shared Responsibility, Expanded Empathy and Creative Clarity toward branding, design, problem-solving and creative endeavors. Striving for ‘sustainable creativity’, Experimenta focuses on Branding, Design & Creative, done while transforming cultures, with its focus on the people doing the work.
After growing up a hands-on design creative in Brazil, Fe’s Design background is a hybrid of agency and in-house. A Designer, Creative Strategist and Leader, she has led the E2E Design for Coca-Cola North America, as well as working on Brand Design Vision for Danone North America, Strategy & Design for digital design & UX Pennsylvania-based firm andculture and reimagined design systems for The Hershey Company’s portfolio of iconic brands.
Alongside her work, Fe is a creator- rediscovering art and illustration, a yoga enthusiast – enjoying blue skies and the outside world and an empathetic and compassionate leader. And she’s proud of doing that all as a woman and a Brazilian immigrant in the creative industry.