One studio. One person.
Woobik is run by Pedro. No departments, no sales team, no layers between the person writing to you and the person building what you need.
Recife, 1994.
The first time I touched a computer I was about ten. We didn't have one at home, my mother used to take me to friends who did. They wanted to play games; I wanted to write code. That always ended in a fight. MS-DOS, dBASE, WordStar: not games, but they were mine.
Years later, on a relative's computer, digging through their files, I found an icon I didn't recognise, a square with a quill. Double click. Loading Photoshop. A world opened up. I joined code to design, and the rest is history.
In 2002 I enrolled in Physics Electronics at the University of Valladolid, from Brazil, as part of an exchange programme with over a hundred students spread between Valladolid, Segovia and Salamanca. The degree never ended in a lab, but it taught me to think in systems: how they're designed, why they fail, what needs documenting so someone can step in without breaking everything.
Valladolid, then Madrid. Over eight years managing web projects at epoint.es, more than eighty projects, not all documented. Digital media, insurance comparison engines, e-commerce, job portals. In 2015 I opened Woobik. In 2016 I moved to Le Marche, Italy, where I live with my partner and our three children.
Technology and judgement.
What I call "human technology" isn't a marketing tagline. It's the only way I know how to work: with judgement about what gets built, for what purpose and for whom. No projects I take on just because they come in. No code I deliver without understanding. No generative AI used just because it exists.
Alongside client work, development, infrastructure, AI, I have my own projects under the same umbrella. NIXIA is the most visible: AI-assisted music with a visual identity I've been keeping coherent for months. Vex Muse, Valentina Serrano, Morgan Serafi are digital personas where I practise what I later offer to others. Not loose experiments: real practice.
- Three children, based in Le Marche (Italy), the best bug report of the day comes at dinner.
- An unfinished Physics Electronics degree that influenced more than it seems.
- Four languages: Portuguese from birth, Spanish at native level, English and Italian professionally.
- Self-taught since 1994, MS-DOS first, still going. The only kind of education that gives me real pleasure.
Shall we work together?
If what you've read sounds like what you need, write to me. No intermediary forms, no sales people.
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