other projects


I've been working with the team at Acorns on their app since 2016. The current version is an evolution from a collaboration between us.


Itaú's investment app. Available for current clients here


This design for Itau.com.br lived for about 7 years. We're now shaping the future of Itaú's digital properties.


The web3 startup that simplifies the financial world and helps people visualize their money.


Mailchimp Presents is a collection of original content that celebrates the entrepreneurial spirit.

AB InBev

BEES Force is an app that transforms sales people in business partners.

Goldman Sachs

The Marcus app launched in 2020. Download it if you're a client like me.


Work & Co partners with YouTube in several projects. I've been working on and off on vision concepts for YouTube.com and YouTube Go.


Partnered with Expa on product strategy and design for Aero, Eco, Mix and Expa's own brand.


Beacon seamlessly connects aircraft operators and maintenance teams to keep planes in the air.

Globo Esporte

I led the GE team from the start until it became the #1. Ten years later I had the privilege to be brought back to help shaping what's next.


Founding client from our Rio studio. We've worked from their offices from 2014 to 2016 to design and build the new oi.com.br.


Remember that CNN site? I worked on it in 2009. Also here.


Worked on a beautiful version of Newsweek in 2013.


The Pepsi Refresh Project happened from 2009 to 2011. Read on AdAge and Wikipedia.

Felipe Memoria


& Co

I'm a designer and Founding Partner at Work & Co, a product design and development firm with offices in Brooklyn, Portland, Los Angeles, Atlanta, São Paulo, Rio de Janeiro, Copenhagen and Belgrade. We started the company in 2013 and we're about 500 people now.

Long bio: I started my career in Brazil where I led design in a team at Globo.com—the largest media company in Latin America. We did good work at the time, including the creation of the most popular sports site in the country.

While at Globo, I wrote a book about User Experience that ended up becoming very popular with the local design community.

I moved to the US to work at Huge in 2007 when the company was only 60 people. In three years I was made partner. I led the design of some of Huge’s most successful projects - including HBO GO, TED Talks, Pepsi Refresh and CNN.com. I also founded the Rio de Janeiro office, helped Huge expand to Portland, and helped grow the offices on the West Coast and in Europe. I managed over 100 designers across 6 offices.

In 2013 I left to found Work & Co. We are a team composed by many of the most talented people I know.

I have a MS in Usability and HCI and a BS in Visual Design, both from PUC-Rio, where I also taught for two years before moving to the US.

I’m a member of the IADAS and served as judge in several industry competitions including the One Show Interactive.

Personal: I'm Brazilian, American and Portuguese. I was born and raised in Rio de Janeiro. The Memoria family has a tradition in architecture. My great-grandfather, Archimedes Memoria, was the first of them. I was fortunate to grow up surrounded by great references: from Joaquim Tenreiro furniture to living in an award winning building designed by my mom and in a house designed by Archimedes.

For more about me ask around.

Work & Co Recognition

  • Inc. Maagazine's Best in Business 2022
  • Ind. Agency of the Year in Craft, Cannes 2021
  • Digiday's Agency of the Year 2018
  • Ad Age Agency A-List 2023
  • Ad Age Agency A-List 2022
  • Ad Age Agency A-List 2021
  • Ad Age Agency A-List 2020
  • Ad Age Agency A-List 2019
  • Ad Age Agency A-List 2018
  • Ad Age Agency A-List 2017
  • Ad Age Agency A-List 2016
  • Named for Fast Co’s Design Co. of the Year 2022
  • Named for Fast Co’s Design Co. of the Year 2021
  • Named for Fast Co’s Design Co. of the Year 2020
  • Fast Co’s 10 Most Innovative Cos. in Design 2019
  • Fast Co’s 10 Most Innovative Cos. in Design 2017
  • Built in NYC's 100 Best Places to Work in 2023
  • Built in NYC's 100 Best Mid-sized Cos. in 2023
  • Built in NYC's 100 Best Places to Work in 2022
  • Built in NYC's 100 Best Places to Work in 2021
  • Built in NYC's 50 Best Mid-sized Cos. in 2021
  • Built in NYC's 50 Best Paying Cos. in 2021
  • Built in NYC's 100 Best Places to Work in 2020

Career Awards

  • Cover of Time Magazine, Best Innovations of 2021
  • 14 Webby Awards
  • 6 Pixel Awards
  • 4 indigo Awards
  • 3 Cannes Lions
  • 2 One Show Pencils
  • 2 Clio Awards
  • 2 Red Dot Awards
  • 2 Indigo Awards
  • 2 W3 Awards
  • 2 UX Awards
  • 2 IxDA Interaction Awards
  • 2 Mobi Awards
  • 2 OMMAs
  • 2 Horizon Awards
  • 2 Horizon Interactive Awards
  • FastCo Innovation by Design Awards
  • D&AD Awards
  • CreativeArts Interactive Annual
  • Comm Arts Interactive Awards
  • London Awards
  • Muse Awards
  • Core77 Design Awards
  • Design Week Awards
  • Apple’s Best iPad Apps
  • N/N Group’s Intranet Design Award


New York Office



The MTA Live Subway Map is a real-time digital map designed to help riders navigate New York City’s ever-evolving transportation network.

Using the latest data, the map continually reroutes itself to show subway service right now, tonight, and this weekend. It also shares live train movement and times, entrance and exit locations, and tunnels for easy transfers.

The MTA Live Subway Map is the first major map redesign in 40 years, updating the iconic New York City subway maps by Unimark International and Michael Hertz Associates. Our map joins the geometric clarity of Massimo Vignelli’s diagram with the geographical and organic curves by Tauranac and Hertz.

The project was recognized by all major industry awards and made it to the cover ot Time Magazine.

learn more about the project
watch gary hustwit's short film


VirginAmerica.com was the project that launched Work & Co. It got a lot of attention from the industry and has been widely studied, copied and referenced. Read the Forrester Research report and the UX Pin case study. Watch Joe Stewart and I speaking at the UX Awards, where we won the Grand Prize. The project has won 18 industy awards including a Cannes Lion and three Webby Awards three years in a row in three different categories: mobile, best practices and user experience.


I've worked with Eurosport in Paris from 2012 to 2017. I've designed Eurosport.com, now very modified, their global design system across apps and the Eurosport Player for the web, iOS, Android, Windows, Xbox and PlayStation. The Player's unique, consistent UI accross platforms is printed on top of the full screen video no matter the page. For that design we've won a Red Dot Design Award, a One Show Pencil, a Pixel Award and were also a finalist for the IxDA Awards. Check out the Eurosport Player case study.


My last project at Huge was the responsive redesign of TED. My favorite feature was the video page mini player that later was copied by several sites. The project won eight Webby Awards in 2015.


HBO GO is likely to be the most successful product ever launched by Huge. Our first project was the iPad app. In parallel, we designed the iPhone and Android versions, and later a prototype for smart TVs. Then we designed for Roku, Xbox, Kindle and PlayStation. One of the main ideas was the continuity concept—users could start watching in one device and resume from where they left in another one. It was the first time this was ever done. HBO GO won more than 10 industry awards.



Design para a Internet was published in 2005.

The book, out of print by now, is basically about UX and was published in Portuguese only by Elsevier. It ended up becoming very popular and it somehow influenced a generation of designers in Brazil. I wrote it in one month almost without sleeping. I was 26 at the time.


I try to focus most of my time in making things. But sometimes I do give talks—once or twice a year. Past experience:

  • Vivo, Rio de Janeiro
  • Web Summit, Rio de Janeiro
  • AB InBev, Rio de Janeiro
  • LabX, Rio de Janeiro
  • Vignelli Center of Design Studies, Remote
  • AIGA NY, New York
  • Harvard Business Club, New York
  • Itaú Design Week, Remote
  • D-Ford, Remote
  • NYU Tisch - ITP, New York
  • SVA, Steven Heller, New York
  • IXDA Interaction Latin America, Rio de Janeiro
  • Designation Conference, New York
  • AIGA Y Design Conference, San Diego
  • Fast Company Innovation Festival, Brooklyn
  • Design Thinkers, Toronto
  • Future of Storytelling, Brooklyn
  • UX Awards, San Francisco
  • WOB, Wide Open Business, Rio de Janeiro
  • NYC UXPA, Brooklyn
  • 3° EBAI, São Paulo
  • World Usability Day, Rio de Janeiro
  • II Encart, Londrina
  • 11° Encontro de Web Design, Rio de Janeiro
  • III Fórum de Design, Manaus
  • iMasters InterCon, São Paulo
  • ECCE-12, York
  • 3° USIHC, Rio de Janeiro
  • 2° USIHC, Rio de Janeiro