who am I?

The power of imagination. In all its aspects.

I’ve always loved words, and I’ve always loved arts.

Even as a tiny me, I experienced TV with hypnotised eyes. And it wasn’t just the cartoons. It was the commercials—visuals, copy, music, editing, all of it fascinated me.

So I never had trouble with the “What do you want to do when you grow up?” thing. Sorted that one out quite early.

Obviously, the creative industry has changed since then, but I love the way it’s transformed. I love the fact that people can see right through the B.S. now, so you have to create a better product, a more human-focused service, a more captivating story. 

Make something awesome, and it becomes a huge part of the communication all by itself. Don’t forget to be transparent too. (The challenge: convincing clients of this. Oy-Oy-Oy!!)

I’ve also got an almost unhealthy obsession with everything digital, social and tech, which means for me design is more fun than ever.

Plus, I just love to create.

now, on a more serious note, here’s something about me...

i’m FREDERICA. nice to meet you.

25+ years of messing around in communications, design, and strategy. Started as a hotshot young entrepreneur in Portugal (long story), now I'm making a difference in Africa’s energy landscape (even longer story). I help people get their act together creatively, and I'm pretty good at telling stories that get things done. My background's #complicated (graphic design, communication, sustainability, etc.), but hey, that's life, right? Currently leading the charge at the African Development Bank while managing Poolside—my work side that's as chaotic as my life, which is to say, awesomely so. Let's connect!

and what if we need more horsepower for our project than just you, you may ask

It's not a problem; I've got you covered.

One person can only do so much, right? That's why I built a killer network of designers, strategists, and communication wizards. Need a small, nimble team? We've got that. A massive, creative army? We've got that too. Poolside scales to meet your project's needs—no matter how big (or weird) it is.

FOLLOW ME @fredericalourenco