It was about time! Inez in the first person.

Today we’re talking with Inez Borges, Creative Director at BYDAS, responsible for the areas of branding and social media management.

With an impressive academic background that began at the Polytechnic Institute of Portalegre and was later strengthened through studies at the Faculty of Fine Arts of the University of Porto and New York University, her education has always been closely connected to the arts and design. Professionally, Inez has worked with some of the best companies, including Redicom, Grupo Impresa, AEIOU, and Seara, and has also been an entrepreneur - founding her own design agency, a surf shop, a surf school, and even a hostel. She also found time to work in real estate and teach surfing - one of her greatest passions!

She joined the agency at the beginning of this year (2025) and has since been leading several strategic projects for our clients.

Let’s get to know more about her vision and perspective on the future of digital communication and what to expect from the agency in the coming years.

Career and Integration at BYDAS

How was your integration process at BYDAS earlier this year?

It was an intense phase, full of creative energy. Developing processes, energising areas, and bringing new ideas to the table made me feel like I was building something together with the team. Each day brought a different challenge, and that kept me inspired.

What main differences did you find compared to other professional experiences?

The culture at BYDAS is collaborative and open. Creation is shared, which ensures consistency and originality across projects. Being close to clients and having creative autonomy makes all the difference in the outcome.

What were the first projects or clients you worked on that made the biggest impression on you?

Launching new visual identities and campaigns for brands from very different sectors was both a challenge and an opportunity to demonstrate versatility. The projects that stood out were those where we had to align the team and clients in record time - it was a trial by fire, but also incredibly rewarding.

Culture and Work Method

How would you describe BYDAS’s culture and the way the team collaborates?

The culture at BYDAS is collaborative and curious - there’s always room to ask, suggest, and innovate.

What is your method for managing creative teams and ensuring each project’s vision aligns with the client’s brand?

I like to build relationships based on trust. Listening to the client is just as important as presenting solutions. The biggest challenge is balancing expectations and educating about the strategic value behind each creative piece.

How do you balance creativity and strategy in branding and social media projects?

For me, creativity is the driving force that sets a brand apart, but without strategy it risks being just aesthetic. I start by analysing positioning, target audience, and business goals. Based on that, I define a consistent visual line and communication tone; I like every creative piece to serve a purpose - to generate engagement, strengthen identity, or drive sales.

Project and Client Management

What is your approach to client relations at BYDAS?

I like to build trust-based relationships. Listening to clients is as important as offering solutions. The biggest challenge is balancing expectations and showing the strategic reasoning behind every creative decision.

What are the biggest challenges you’ve faced in managing client expectations?

Ensuring that the creative vision and the final outcome are aligned from the start. Often clients have a broad or abstract idea of what they want, and my role is to translate that into something tangible and strategic.

Is there a story or success case you’d like to share?

I’d highlight the launch of a web app (for multinational Haier) that exceeded expectations in a short time. The speed at which we saw results proved we were on the right track.

Branding and Social Media

What’s your approach to developing consistent and memorable visual identities?

I always start with a phase of deep research: understanding the brand’s essence, values, mission, target audience, and market positioning. From there, a solid strategic foundation is built to guide all visual decisions.

What are the most relevant social media trends for the coming years?

More immersive and interactive formats, with a strong focus on short-form video and visual storytelling. Artificial intelligence will gain importance - not to replace creativity, but to accelerate processes and enhance personalisation. I also see humanisation of brands becoming increasingly valued.

How do you measure the success of a social media strategy?

I connect results to the objectives defined at the start. I analyse reach, engagement rate, and conversions, and I also assess qualitative feedback. The most important thing is to understand whether the content creates real impact on the business and to adjust the strategy whenever needed.

Challenges and Learnings

What has been the biggest creative challenge since joining BYDAS?

Developing a complete rebranding from scratch in just a few days - an intense process that required vision, structure, and a lot of dedication.

What skills are essential for working in branding and social media management?

A solid foundation in design and visual identity, strong storytelling skills to create engaging content, and analytical abilities to measure and adapt. Being organised is also key.

How do you stay inspired and up to date in such a fast-changing market?

I observe what’s happening around me - fashion, music, art, digital culture - and translate those references into my work. I like exploring new tools and experimenting with formats to avoid getting stuck in what I already know.

The Future of Digital Communication and BYDAS

How do you see the digital communication sector evolving over the next 3 to 5 years?

I see a future increasingly driven by personalised experiences and dynamic content, such as video and interactivity.

What role do you see BYDAS playing in that future?

I see BYDAS growing side by side with its clients, exploring new tools and formats, while always keeping the focus on people and the stories we want to tell.

Is there any new service or trend you think BYDAS should explore?

Deepening the integration of AI in creative and personalisation processes.

Quick Questions

A brand that inspires you:

Apple - a reference in design, simplicity, and creative vision.

A digital campaign you admire:

“Share a Coke” by Coca-Cola.

The most challenging social network to work with:

TikTok - due to its fast pace and constant creative demands.

The biggest mistake a brand can make online:

Lacking consistency in communication.

One word to describe BYDAS today and another for the future:

Today: Creative  |  Tomorrow: Visionary

Additional Topics

The impact of AI on creativity - threat or opportunity?

I see it as an incredible opportunity. AI helps speed up processes and spark new ideas. But human curation is irreplaceable — creativity needs soul.

Sustainability and social responsibility - how should brands communicate it?

Brands will increasingly be called to have a responsible and coherent voice. Consumers demand transparency; communicating these initiatives well will be essential.

Personal routine - any rituals to stay creative and focused?

I like to practice martial arts every day and go to the ocean on weekends. That’s how I find balance and disconnect from the fast pace of the week.

To wrap up...

What message would you like to leave for BYDAS clients and partners?

To our clients and partners, I leave a message of trust: we are here to co-create and take your brands further.

And for young professionals who want to work in the creative field?

Never stop experimenting and believing in your ideas - the world needs them.

One word to summarise your first months at BYDAS:

Transformative.

Project you’re most proud of this year:

The rebranding of a brand that came back to life.

Client who always pushes you to be better:

The one who asks the tough questions.

Trend that will shape the next year:

The integration of artificial intelligence for experience personalisation.

Quick tip to improve your Instagram today:

Turn your Instagram into a conversation, not a catalogue. Talk to your audience, ask questions, and let them take part in your brand’s story.

Word that describes the BYDAS team:

United.

Word that describes BYDAS’s future:

Innovation.