Felipe Rocha Melhado

I'm a service designer with a background in communication design and social innovation. I was born and raised in Brazil and have lived, studied, and worked in several countries, including Brazil, Portugal, Canada, and now Sweden. This journey shaped how I see the world — not from a single lens, but through many cultural, social, and environmental perspectives. I believe design should help us connect better with one another, with our surroundings, and with the systems we live in.

My approach to design combines creativity, strategy, and a deep focus on people and the planet. I work across service design, communication design, and storytelling — often mixing them to explore better ways to understand challenges and build more meaningful experiences. I don’t believe in one-size-fits-all solutions. Instead, I believe that the best outcomes come when we design with people, not for them.

My professional journey started with a strong interest in communication — understanding how messages are shaped, shared, and received. Over time, that interest grew into something broader: a curiosity about systems, behaviours, and the ways services are experienced by real people in real situations. This naturally led me toward service design, where I found the space to combine storytelling, systems thinking, research, and collaboration into one practice.

Currently, I run a small independent design studio called Aretê Design Studio, where I support organisations through both service design and visual communication. The name 'aretê' comes from an ancient Greek word that means “excellence through purpose” — something I aim to bring into every project. At Aretê, I collaborate with clients worldwide, helping them map experiences, rethink services, and communicate their stories in clear and compelling ways. The work ranges from research and strategy to visual design and storytelling, depending on what each project needs.

I’ve worked with small businesses, startups, NGOs, and corporate teams — always with the same intention: to understand deeply, work collaboratively, and design responsibly. In every project, I aim to bring clarity, build trust, and create room for reflection and participation.

Beyond my studio work, I’m actively involved with the Service Design Network (SDN). As a Senior Ambassador, I’ve led global initiatives focused on community building and knowledge sharing. One of these is the SDN Community Voices, a livestream series where I host weekly conversations with designers from around the world. We talk about real challenges, practical tools, and the messy, human side of design. I also contribute to the Next Gen Conference, helping to shape the NGC25 experience for emerging designers and acting as the digital experience lead for the event.

These volunteer roles are a big part of who I am as a professional. They allow me to connect with a wide network of practitioners, support new voices in the field, and learn continuously. I see community as a key part of design — it’s not just about what we create, but who we create it with.

I also co-host and curate audio for Tácito Podcast, a bilingual (Spanish and English) podcast that brings together people from different disciplines to reflect on design, systems, and social change. It’s a space for slower, deeper conversations that often sit outside the usual design bubbles.

What I offer in my work is a mix of structure and flexibility. I’m organised but open-minded. I bring clear methods but adapt them based on context. I listen closely. I ask questions that help surface tensions and possibilities. And I care — not only about outcomes, but about how we get there.

Some of the ways I typically support clients and partners include:
- Designing and facilitating workshops for research, co-creation, and strategy
- Mapping services, journeys, and ecosystems to find gaps and opportunities
- Turning insights into clear communication tools — like reports, presentations, and visuals
- Helping teams align around shared goals and move from insight to action
- Supporting community building and knowledge sharing within teams or networks


I'm especially interested in working with organisations that care about sustainability, inclusion, and long-term thinking — whether that’s in education, healthcare, social innovation, or local communities. I’m also open to freelance collaborations, guest teaching, or contributing to projects that need a service designer with a creative and grounded approach.

Right now, I’m based in Gothenburg, Sweden, and operate both locally and remotely. I’m fluent in Portuguese,  English and Spanish, and also hold some proficiency in French and Italian. I’m learning Swedish as well, slowly but surely.

Outside of work, I’m curious about many things: photography, cooking, biking, growing herbs, learning about materials and craft, and writing. I enjoy working across mediums, often bringing what I learn in one area into another. I think creativity lives in the mix — between disciplines, between cultures, and between people.

In short, I help people and organisations understand complexity, make sense of what matters, and move forward with intention. Whether through a service, a story, or a simple conversation — I try to leave things clearer, more connected, and a little more hopeful than when we started.

If this resonates, I’m always open to connect — whether for a collaboration, a project, or just a chat.