Hugo Rafael


Hugo holds a degree in Industrial Design/Visual Programming from the Federal University of Rio de Janeiro (UFRJ), and has completed extension courses in typography at Central Saint Martins, in London, and in Posters, at the IED (European Institute of Design) in Milan. He has extensive knowledge in the areas of Editorial Design and Brand Identity, as well as experience in Brand Experience and Digital.

At Ana Couto, he created the Services Design division, under the Business focus, seeking transformation within companies by aligning design, data, people, and business results. He led this process at Caixa Seguradora, which now has a fine-tuned culture with principles based on Services Design. Today, he also leads Laje’s consulting team.

He has launched two startups; one of these is the so-called U.sit (queue management) and some of his projects have been selected for national and international exhibitions, such as ADG Brasil’s Design Biennials, the iF Communication Award (in Hanover, Germany) and IDEA Brasil.

He has been a speaker at institutions such as IED Rio, POP (Polo de Pensamento
Contemporâneo) and Laje (Ana Couto Branding’s innovation hub). He has been a professor at the Rio de Janeiro chapter of the Miami Ad School since January 2014.

As part of Ana Couto Branding’s team since early 2010, he develops projects for several different clients, such as Sistema Firjan, Rio Galeão Airport, Beach Park, Coca-Cola and Caixa Seguradora.