Cristiano Gonçalo

hold a bachelor’s degree in Visual Arts and a specialization in Typography. It might sound like an unexpected mix, but it makes sense within the context of my almost 20 years (as far as I remember) in the design and advertising industry. I’ve had the opportunity to teach Corporate Identity in postgraduate programs in Graphic Design and Branding, where I’ve also helped (or at least tried to) bridge the gap between academic theory and real-world practice. Still, I’m always cautious about becoming someone who talks but doesn’t build. Today, I’m Creative Director at Tátil Design (though I prefer to see myself as just a designer who knows how to lead people), heading international projects for brands such as The Coca-Cola Company, Danone, Burger King, Ambev, Kimberly-Clark, and Procter & Gamble. I’ve also worked with Calvin Klein, Nivea, Mitsubishi, and Taco Bell — and led health and wellness projects for EMS, Boiron, Libbs, and Sanofi. But I’ve always loved creating alongside small, brave brands that challenge the process and bring freshness. As a creative leader, I believe in an experimental approach to design — weaving together different disciplines to craft meaningful stories that connect brands and people. I work with intensity, not for volume but for value. I want what I create to resonate, move someone, and shift something. I have a close relationship with the present (though I do get anxious about the future sometimes). I know how to listen to the moment, adjust the course, and stay calm and clear—even when everything changes (though not always perfectly). I’m driven by purpose and fairness. I thrive in environments where decisions are clear, values are intact, and people are treated equally. I see talent where others only see function. I like to think I have a good radar for what makes people unique — and I use that to build more alive teams with THAT thing, you know?