I work with people and institutions at moments of definition, helping them articulate what they stand for and how they take form in the world.
Identity Architecture
My work aligns context, narrative and form before design, so that expression is coherent and impactful. I focus on the space between diagnosis and decision: where assumptions can be questioned, tensions are made visible, and a shared language begins to emerge.
DIAGNOSE (context)
I map the context of the project, its tensions and goals.
The least visible part of the process, that shapes everything that follows.
POSITION (narrative)
With a clear picture of context, I help clarify identity, purpose and direction. This produces shared language: a narrative that can be recognised, shared and sustained over time.
ARCHITECTURE (form)
I translate the narrative into a system of choices, by aligning people, decisions and expressions so that what you say, do and show grows coherently.
ACTION (circulation) I support activation of narrative into practice, by working with your team or in collaboration with trusted partners to express the best version of your project.
Who is this for?
Institutions in transition.
Early-stage or undefined projects.
Artists, studios and multidisciplinary practices seeking structure and coherence.
Organisations navigating complex positioning.
Brands working within cultural or social contexts.
About
My practice focuses on defining identity, position and structure before they are expressed through design, communication or production. I am interested in the stage where meaning is still open, and where the conditions for what follows can be shaped.
I’ve worked across cultural and commercial contexts, moving between research, creative strategy, and design. Over time, I started to see the same pattern emerge: people confusing cosmetic change with structural change, expecting a new visual identity to produce a new way of being and doing things. This led me to focus less on outputs and more on the underlying questions that precede them.
I don’t approach strategy as a phase that leads to design, but as a way of defining what design, communication or action need to do, and why.
This approach was developed in practice through long-term work with cultural institutions, most notably at Brotéria, where I worked across strategy, design and organisational development—contributing to its repositioning from a publication into a public cultural centre, and leading its identity, communication and experience across exhibitions, publications and programmes.
Alongside this, I have worked as an independent strategist with organisations in fields such as culture, social impact, energy transition and the arts, often in early-stage or transitional contexts.
SELECTED
COLLABORATIONS
Brotéria
Galp
Carminho
Design Council UK
Digital Catapult
Jesuit Refugee Service
Faculdade de Letras da Universidade de Lisboa
CRIVO—Festival Mulheres Compositoras
EDUCATION
MA Design Management and Cultures,
University of the Arts London (Distinction)
BA Communication Design,
University of Lisbon Faculty of Fine Arts
WRITING
AND PRESS As Mulheres do Mar (essay), Brotéria, 2023.
Dune (cultural critique), Brotéria, 2021.
Ethos (cultural critique), Brotéria, 2020.
Featured in Expresso, RTP, Público.
CONTACT If you are working on a project where its direction, identity or structure is still unclear, you can get in touch: beneditapg@gmail.com
University of the Arts London (Distinction)
BA Communication Design,
University of Lisbon Faculty of Fine Arts
AND PRESS
Dune (cultural critique), Brotéria, 2021.
Ethos (cultural critique), Brotéria, 2020.
Featured in Expresso, RTP, Público.