Catarina Lelis


is an Associate Professor in Brand Design and Innovation at the University of West London, UK. She began her professional experience back in 1997 as a graphic and software interface designer. She started her teaching experience in 2007. Her research and entrepreneurial ideas were recognised and funded by FCT, the Portuguese national funding agency for science, research and technology. Catarina led OurBrand®, an entrepreneurial project which main goal was the design, development and deployment of a technological/digital solution for the creation of participatory design-led brand centres. With this project, she won a national entrepreneurship contest, which prize took her into a one-week immersion program in Silicon Valley, and her team was selected for the semi-finals of MIT-Portugal Innovation & Entrepreneurship Initiative Building Global Innovators Venture Competition. She constituted the Brand Design Research Cluster through which she led the launch of the first international Brand Design Conference, and she has been promoting the Brand New Days, webinars on the future of brands to which she invites branding practitioners and communication designers from the most well-know and successful agencies and studios in the world. Her research interests include Brand-Oriented Ecologies, Dynamic/Flexible Brands, Smartness, Creative Skills Development, Design Literacy and User Experience.


last update: December 2020

Articles published on IXD&A: 


• 'Smart Brands and Identities: building friendly bridges between Design and Smartness', N. 47, 2020, pp. 191 - 214, abstractdownload