Graduated in Graphic Design by IADE and Post-Graduated in Strategic Marketing and Management for Innovation by Universidade Católica, he started working in several reference newspapers in Portugal (Diário de Notícias, Bola, Independente) and became graphic coordinator of Euronotícias. Tired of newspapers, he embraced his greatest passion, branding, in 2000, in the ID studio (Wolf Olins / BBDO). In 2002 he created BÁ Studio and developed story telling processes for brands such as Oniway, Helvetica, Lacoste, Quebramar, Ponto Electrão, Serra Lopes, Douglas, among others.