Forma: building an editable design canvas
A local design-tool prototype exploring what happens after AI generates a component: reveal its structure, inspect it in 3D, and keep editing.
2026
Felipe Chaves
Growth and product marketing
I work across marketing, measurement, and product. I’ve planned global campaigns, and I build software to explore ideas myself. Based in San Diego, California.
More about meWork
Skills and workflows
A practical wiki for choosing a skill, understanding its purpose, and finding reusable workflows and their sources.
2026
Black Belt Design Library
The published design system behind the Black Belt iOS app: one grid, three radii, seven type roles, a single card anatomy, drawn in light and dark from the same stylesheet that renders the app's screens.
2026
WhatsApp: Doubt Delivered
Opened letters make the privacy risks of unencrypted text messages tangible.
2022
WhatsApp: Encrypted Journeys
Animated messages make end-to-end encryption visible through everyday human connections.
2020
WhatsApp: Message Privately
Connecting a global privacy campaign’s media brief, audience planning, and rollout across markets.
2021
WhatsApp: Positive/Negative
A couple shares a pregnancy-test result that stays private from viewers.
2021
WhatsApp: The Last Horoscope
Walter Mercado’s archive guides Latino voters to reliable election information.
2020
WhatsApp: The Privacy Gesture
Football’s hand-over-mouth gesture becomes a live demonstration of message privacy.
2021
Improving the customer journey
Preparing for Rio 2016: site experience, conversion, CRM, responsive email, A/B testing and in-app marketing.
2014–2016
Growing Nike.com Brazil
World Cup 2014 and online releases: search, retargeting, affiliates, display and SEO to help drive traffic and commercial volume.
2014–2016
Improving the marketing operation
The ongoing e-commerce operation, 2014–2016: analytics, campaign organization and agency workflows.
2014–2016
Nike Brazil: my e-commerce work
E-commerce, 2014–2016: my role and the team turnaround, followed by World Cup 2014 and preparation for Rio.
2014–2016
Have something in mind?
I’m always interested in a good problem and the people working on it.
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