Currently Associate Professor in Brand Design and Innovation at the University of West London, 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 which won a national entrepreneurship contest, and her team was selected for the semi-finals of MIT-Portugal Innovation & Entrepreneurship Initiative. Her research interests include Branded Communication, Dynamic/Flexible Brands, User/Consumer Experience, Design Literacy and Impact-Oriented Ecologies. Recently she funded and organised the first international conference in Brand Design.