Catarina began her career in 1997 as a graphic and software interface designer. She joined academia in 2007 and her research and entrepreneurial ideas were recognised and funded by FCT. Catarina led OurBrand®, a computer-mediated project that won a national entrepreneurship contest, and her team was selected for the semi-finals of MIT-Portugal Innovation & Entrepreneurship Initiative. Whilst living and teaching in the UK, she chaired and organised the 1st International Brand Design Conference, in partnership with the London Design Festival 2018. Her research interests include Branded Communication, Dynamic/Flexible Brands, User/Consumer Experience, Design Literacy, Students Professionalisation and Impact-Oriented Ecologies. She is the author of “The Impact Plan”, a framework for the anticipation of impact that’s been recently published in a book and endorsed by Don Norman.