Conscious
by Design

Leonor Babo’s path blends conceptual thinking with hands-on experience. Graduated in Communication Design with a specialization in Branding, she has worked across different places and locations.

She co-founded an award-winning urban agriculture start-up and this experience ignited a drive for defining, communicating, and activating purposeful value propositions.

Her journey includes transformative learning experiences, from a digital residency at the House of Beautiful Business to ecological leadership with Emergence Magazine and reframing Sustainability and New Economics at Schumacher College.

Leonor recently embraced the challenge of building and working a network in Berlin, partnering up with With Company to Shaping Conscious Organizations, culminating in the Conscious by Design program.

After earning her degree in Psychology and completing a PhD in Experimental Psychology and Cognitive Sciences, Rita knew it was time to take her passion beyond the lab and into the real world.

In 2013, she joined Thinking Big, a training company specializing in Positive Psychology, where she immersed herself in research. By 2015, she took on a new challenge as HR manager at Inditex Portugal, leading over 20 teams nationwide for nearly four years. 

Since 2019, Rita has been with With Company, focusing on culture transformation programs. As the co-lead of the Branding and Organizational Culture unit, she now shapes the strategy and methodologies that redefine company cultures. Driven by the belief that everyone deserves to work in an environment that fosters ecological awareness, systemic impact, and a deep sense of communal belonging, Rita is dedicated to creating workplaces where these principles are at the core.

With more than 20 years of experience as a Strategist & copywriter with a focus on purpose branding and positive impact. Daniela is obsessed with research, facts, and too many seemingly unrelated things.

Graduated in Marketing and Advertising Design from Escola Superior de Comunicação Social in Lisbon and never stopped learning since Daniela has taken various courses and workshops in fields that she is passionate about: Cultural Communication; Human-Centered Design; and Social Enterprises. She is also part of the TrendWatching and Business of Purpose communities.

As a realistic utopian (hello, Rutger Bregman), she believes that purposeful businesses are the future and that the most relevant brands out there are already embracing that direction.

Rui Quinta began his journey with a degree in Communication Design from IADE. From an early stage, Rui recognized the power of combining creativity with strategic thinking to solve complex challenges and improve organizational futures.

In the formative years of his career, Rui co-founded ventures like Peixaria Centenária, a pioneering fish shop, and Toyno, a space experience design studio. His diverse roles have spanned creative direction, brand development and strategic partnerships.

Currently, as Co-Founder and Executive Creative Director at With Company, Rui leads initiatives focusing on human-centered design, systemic innovation, and transformative solutions to help growing conscious organizations for lasting impact. He is also deeply involved in academic roles, lecturing at institutions such as ISEG, Porto Business School, and the Faculty of Fine Arts in Lisbon.

Rui’s passion for fostering creative solutions through design, combined with his experience in strategic consulting, positions him as a leading figure and an inspiration for organizations and future generations.

Henrique Nascimento began his career with a passion for systemic design and future studies, quickly establishing himself as a thought leader in driving ambitious innovation. After earning his MA Cum Laude from Design Academy Eindhoven, Henrique’s early work focused on evolving design thinking to integrate human and machine intelligence.

As co-founder of Transformative Times and Design Lead at With Company, Henrique has led pioneering initiatives for global brands like BMW, Siemens, and the United Nations Development Program. His career has taken him across Amsterdam, Berlin, and Lisbon, where he has shaped innovation projects that push the boundaries of sustainability and technology.

Today, as a systemic designer, lecturer and innovation expert, Henrique shares his expertise in systemic and transformative design at institutions like Porto Business School and ESAD. Henrique’s dedication to reshaping systems for the better drives his work in helping organizations and individuals build more future-proof solutions.

Maria Sousa Gomes began her journey in design with a degree in Design Management and Cultures from the University of the Arts London. Her curiosity for human behavior and strategic design later led her to Hyper Island, where she explored Behavioral Design as a tool for change.Her career spans diverse roles across creative industries, from design management to brand strategy and project leadership. In the last years, Maria sharpened her expertise in fostering collaboration, managing complex systems, and activating innovation within organizations.

Now leading the Designing Transformative Systems unit at With Company, Maria helps organizations navigate uncertainty with confidence through design-driven methodologies. Passionate about systemic change, she merges creativity with strategy to design future-proof solutions.

An empathetic leader and natural communicator, Maria is always seeking new ways to bridge knowledge and action. Outside of work, you'll find her indulging in chocolate and dreaming of her next adventure around the world.