listening
shaping
concepts
grounding innovation
in what truly matters
LÉO RUAS – STRATEGIC DESIGNER
I work at the intersection of communication, philosophy and design. With a background in visual and product design, an MBA in business strategy, and a growing focus on AI, I help teams make sense of complexity through research, storytelling and frameworks.
I’ve collaborated on global projects for companies like Coca-Cola and L’Oréal — building tools and narratives that support adoption, alignment and transformation.
This portfolio is a reflection of how I think, how I design, and how I translate ambiguity into action.
What guides my work
THINKING BECOMING
FORMS
SELECTED WORK
UX Research &
ROI System Adoption
Designing for Adoption, not just Access
How research reframed adoption
The Alfred to My Batman
Empowering Teams Through Invisible Design
From overload to orchestration
ESSAYS&EXPERIMENTs
These texts reflect how I explore design beyond deliverables, as a way of thinking, listening and shaping meaning. Some were published on Medium. Others are part of my MBA research in strategic design.
TIME IS
UN-LLM-ABLE
Why AI can’t fell like we do and why that matters more than we admit.
READ THE FULL ESSAY
MICROPHYSICS of prompting
On the politics of prompting, the performative nature of language, and reclaiming authorship in the age of generative AI.
READ THE FULL ESSAY
not knowing as strategy
Reframing strategy as an act of intuition, attunement, and risk, beyond plans and predictions.
READ THE FULL ESSAY
on vibe-prompting
Vibe coding is not optimization – it’s co-thinking with AI trhough rhythm, memory, and atmosphere
READ THE FULL ESSAY
BLUE OCEAN STRATEGY IN BRAZIL
This is part of my MBA Research, in which I have applied blue ocean strategy to analyze Brazilian companies and understand how they could sustain as highly innovative in the ladscape.
VIEW THE FULL PRESENTATION
What guides my work
© léo ruas 2022 - 2025
listening
shaping
concepts
grounding innovation
in what truly matters
LÉO RUAS – STRATEGIC DESIGNER
I work at the intersection of communication, philosophy and design. With a background in visual and product design, an MBA in business strategy, and a growing focus on AI, I help teams make sense of complexity through research, storytelling and frameworks.
I’ve collaborated on global projects for companies like Coca-Cola and L’Oréal — building tools and narratives that support adoption, alignment and transformation.
This portfolio is a reflection of how I think, how I design, and how I translate ambiguity into action.
What guides my work
THINKING BECOMING
FORMS
SELECTED WORK
UX Research &
ROI System Adoption
Designing for Adoption, not just Access
How research reframed adoption
The Alfred to My Batman
Empowering Teams Through Invisible Design
From overload to orchestration
ESSAYS&EXPERIMENTs
These texts reflect how I explore design beyond deliverables, as a way of thinking, listening and shaping meaning. Some were published on Medium. Others are part of my MBA research in strategic design.
TIME IS
UN-LLM-ABLE
Why AI can’t fell like we do and why that matters more than we admit.
READ THE FULL ESSAY
MICROPHYSICS of prompting
On the politics of prompting, the performative nature of language, and reclaiming authorship in the age of generative AI.
READ THE FULL ESSAY
not knowing as strategy
Reframing strategy as an act of intuition, attunement, and risk, beyond plans and predictions.
READ THE FULL ESSAY
on vibe-prompting
Vibe coding is not optimization – it’s co-thinking with AI trhough rhythm, memory, and atmosphere
READ THE FULL ESSAY
BLUE OCEAN STRATEGY IN BRAZIL
This is part of my MBA Research, in which I have applied blue ocean strategy to analyze Brazilian companies and understand how they could sustain as highly innovative in the ladscape.
VIEW THE FULL PRESENTATION
What guides my work
© léo ruas 2022 - 2025
listening
shaping
concepts
grounding innovation
in what truly matters
LÉO RUAS – STRATEGIC DESIGNER
I work at the intersection of communication, philosophy and design. With a background in visual and product design, an MBA in business strategy, and a growing focus on AI, I help teams make sense of complexity through research, storytelling and frameworks.
I’ve collaborated on global projects for companies like Coca-Cola and L’Oréal — building tools and narratives that support adoption, alignment and transformation.
This portfolio is a reflection of how I think, how I design, and how I translate ambiguity into action.
What guides my work
THINKING BECOMING
FORMS
SELECTED WORK
The Alfred to My Batman
Empowering Teams Through Invisible Design
From overload to orchestration
ESSAYS&EXPERIMENTs
These texts reflect how I explore design beyond deliverables, as a way of thinking, listening and shaping meaning. Some were published on Medium. Others are part of my MBA research in strategic design.
TIME IS
UN-LLM-ABLE
Why AI can’t fell like we do and why that matters more than we admit.
READ THE FULL ESSAY
MICROPHYSICS of prompting
On the politics of prompting, the performative nature of language, and reclaiming authorship in the age of generative AI.
READ THE FULL ESSAY
not knowing as strategy
Reframing strategy as an act of intuition, attunement, and risk, beyond plans and predictions.
READ THE FULL ESSAY
on vibe-prompting
Vibe coding is not optimization – it’s co-thinking with AI trhough rhythm, memory, and atmosphere
READ THE FULL ESSAY
BLUE OCEAN STRATEGY IN BRAZIL
This is part of my MBA Research, in which I have applied blue ocean strategy to analyze Brazilian companies and understand how they could sustain as highly innovative in the ladscape.
VIEW THE FULL PRESENTATION
What guides my work
© léo ruas 2022 - 2025