I HAVE ALWAYS BEEN INTERESTED IN THE RELATIONSHIP BETWEEN PEOPLE AND PLACE.
That relationship has shaped both my life and my work.
I was born in Brazil, left at twenty-one and have since lived across three continents. Moving between cultures taught me to pay attention to how places communicate—and why some feel immediately coherent while others remain difficult to read.
We choose places for practical reasons, but they influence us in less measurable ways: how we feel, what we notice and which parts of ourselves become more accessible.
THE WORK BEHIND THE WORK
I bring more than two decades of experience across brand strategy, creative direction and experience design, including work with Oracle, Autodesk, Four Seasons and Ritz-Carlton.
Across industries, one question has remained constant:
How do we identify what is genuinely distinctive and express it clearly enough for the right person to recognize its value?
Today, I apply that question to independent hotels and hospitality developments.
I look beneath the visible expression of a property to understand what its choices add up to, what remains unclear and which central idea should guide what follows.
I do not believe every place should appeal to everyone.
I believe it should be understood by the people most likely to value it.
A WIDER BODY OF WORK
My advisory practice is part of a broader exploration of identity, hospitality and place.
IDENTITY-LED TRAVEL™
Identity-Led Travel begins with the person—their present state, their individual nature and what they are seeking from a journey.
HOSPITALITY-LED TRAVEL™
Hospitality-Led Travel recognizes that where we stay can shape how a journey is experienced, understood and remembered.
Together, these ideas ask us to consider both sides of travel: the person choosing and the place being chosen.
MY COMPANIES
Elo Hotels™
I am the creative director and founder of Elo Hotels, a more personal way into hotel discovery.
Most platforms help travelers compare hotels. Elo is being created to help people understand what distinguishes a place, what the experience may feel like and what it might make possible.
Elo applies Identity-Led Travel™ from the traveler’s perspective.
Its independent editorial selection remains separate from all paid advisory work.
VISIT ELO
Sojourn
I am also the creative director, writer, and founder behind Sojourn, an independent publication exploring hospitality, hotel identity and the relationship between people and place.
It is where I develop the observations and ideas that inform both my advisory work and Elo.
READ SOJOURN
For advisory inquiries, speaking or thoughtful collaborations: