Who Are We

Meet The Facilitators

We met at IE Business School and began our careers in communications, drawn to branding, narrative, and the mechanics of attention.

Over time, our work evolved in different, and complimentary directions.

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The Facilitators

Giulia Camargo

We are living through a strange moment in brand history. For the first time, any company can produce unlimited content at near-zero cost. And yet audiences have never been harder to reach. Attention has never been more fragmented. Trust has never been more scarce. When everything can be said, nothing lands. When everyone has a voice, having one is no longer enough.

The brands that will define the next decade are not the ones who speak the most, they are the ones who have figured out what they actually believe, and built everything else from there.

That is the work I do. I work with companies and leadership teams to build the kind of brand clarity that becomes a strategic asset: a coherent worldview that shapes how you go to market, what content you create, and how your company shows up in a world saturated with noise.

This work draws from philosophy, narrative theory, and the science of how humans build trust, translated into frameworks your team can actually use.

Close up of a woman with eyes closed practicing deep breathing

A sunlit comfy chair in a hut located high in the mountain

Woman sitting cross legged meditating in a mindfulness vibe

The Facilitators

João Góis

I work at the intersection of design, technology, and storytelling.

Earlier in my career, I led social media and digital strategy projects for international clients like Inditex and IE University. That work shaped how I think about visibility, narrative, and why most communication efforts fail to land.

Today, I serve as Design Innovation Lead at B Lab Europe, where I lead strategic innovation initiatives across the organisation. I'm currently designing a learning platform to support certified B Corps in adopting our standards — with a focus on the future of learning with AI, and on embedding human-centered design and AI-enabled systems into how we operate.

And yet, for all my enthusiasm for technology, I'm increasingly drawn to the offline. I led the experience design of a 100+ person corporate retreat — responsible for session flow, storytelling architecture, spatial design, and the overall participant journey. I've also organised a 300+ person conference in Spain across two consecutive years, shaping program structure, speaker flow, and audience experience.

What ties it all together is a fascination with how people think, feel, and behave. My work moves across digital and physical mediums — drawing on research, strategy, and empathy to understand what shapes attention, and to design experiences where people genuinely show up.

For this reason, I'm now building "Intencional" — a multidisciplinary exploration of how we design a meaningful life through the spaces we inhabit, the connections we cultivate, and the systems we build around ourselves.