Sofia Almeida is a New Media PhD student at the University of Aveiro, holding a FCT grant. She has a master’s degree in Marketing (2022) and a degree in Design (2004) both from the same institution. Her doctoral research focuses on Branded Communication, Dynamic Brands, UI/UX design, User/Consumer Experience, and Wellbeing. She began her career in 2004 as a communication designer. For the last 9 years she has worked as a UX/UI designer at the University of Aveiro, being responsible for the strategic management of the institutional brand in its multiple communication channels.