I'm Juliana
Experience designer and storyteller with more than twenty years of experience in design, visual communication, and UX. I write about creativity and the process of changing course.
I studied Visual Communication Design. My early professional years were deeply rooted in the graphic world. As digital products expanded, and observing closely how people interacted with them, I discovered the real value of connecting with whoever is on the other side. That's when everything changed for me.
Driven by what design can transform in people's lives, I channeled my energy into crafting experiences that are clear, low-friction and high-impact.
While learning to understand others, I also looked for new ways to express myself through design, lettering and illustration: personal projects that kept me awake, active and constantly learning.
During the five years I led design teams in the financial world, I found something I didn't expect: that helping the people on my team become their best selves moved me as much as design itself. That's when I started looking more closely, not just at what people do, but why. I brought in coaching and behavioral design, to better understand what happens when we lose our footing. That's where I found my new direction.
Today I design experiences instead of pieces: a blog, a book taking shape, a few more ideas on the way. Same work as always, connecting with whoever's on the other side. Except now that's you, if there's something creative you're trying to unblock.
