A creative collective designed to build connections and actions that benefit life in all its forms.
Sustainability is our
way of doing business.
Ini means network
oby means green
It reflects a living network of connection between all forms of life and the world around them. This idea remains at the core of how we think, design and relate.
OUR PERSPECTIVE
All lives are interconnected and interdependent.
Our work is guided by this understanding. We respect, honour and resonate with each form of life, establishing sustainable relations and meaningful projects that generate positive and tangible impact.
We are driven by constant evolution and a non-negotiable commitment to sustainability, shaping our identity, actions and decisions over time.
OUR ORIGIN
Founded in 2009
by a scientist
and a designer
From the beginning, the intention was to contribute to a more conscious way of living and doing business, integrating organisations into broader systems and relationships.
This intersection defines how we approach complexity, transformation and long-term impact.
-
Co-Founder & CEO
Holds a degree in Fine Arts and Design, with specializations in Visual Identity from Mackenzie University and FAU University, both in São Paulo, Brazil. She also holds an MBA in Marketing and a Post-MBA in Neurobusiness from FGV São Paulo, in addition to executive education in Circular Economy from MIT.
Filomena brings 30 years of expertise in brand creation, identity management, strategic design, and branding. Throughout her career, she has excelled as a leader in the creative direction of brand language and product design at Natura &Co. Over 12 years, she led a complete brand transformation, implementing effective brand management processes for Natura and its sub-brands. Her innovative and strategic designs have earned international recognition through various awards.
Co-founder of Inobi and currently leading the company as CEO, Filomena is also pursuing studies in Biology to deepen her understanding of life dynamics, applying multidisciplinary knowledge to her projects. Committed to delivering creative and strategic solutions aligned with evolving market contexts, she contributes to the success of business initiatives by bringing her experience and perspective to new challenges.
With a team of over 20 people spanning various fields and interests, and offices in São Paulo, Brazil, and London.
-
Co-Founder & Advisor
Holds a Ph.D. in Physical Chemistry from Sorbonne Université de Paris, as well as a postgraduate degree from the Institut d’Administration des Entreprises (IAE Paris).
He worked for 18 years at Johnson & Johnson in Canada, Brazil, and the United States, serving as Vice President of R&D in his later years. In 1996, he joined Natura &Co, leading Innovation and R&D, where he oversaw the development and launch, in 2000, of the Ekos product line, inspired by traditional knowledge and based on an innovative concept: the sustainable development of Brazilian biodiversity. The initiative was a commercial success and was also recognized as a benchmark by the World Bank, IFC, and UNCTAD, resulting in invitations to attend COP 8 and COP 9 of the Convention on Biological Diversity.
In 2009, in São Paulo, Brazil, he founded Inobi, a company dedicated to the creation and development of sustainable brands. The concept of Resonance is at the core of Inobi. Inspired by the physical principle of resonance, central to his doctoral thesis on molecular vibrations, the concept extends beyond science. It appears as a fundamental element in String Theory, as described by Brian Greene in The Elegant Universe, and has also emerged in sociology as a key concept in our relationship with the world, as proposed by Helmut Rosa in Resonance.
His scientific background has been a constant source of inspiration and continues to guide his studies, including his recent participation in the Collective Intelligence Symposium, organized by the Santa Fe Institute (SFI), a leading center in the science of complexity.
OUR WAY
When something matters, we care for it.
Care is embedded in how we think, design and act. It connects strategy and expression, ensuring that what is created remains coherent and relevant over time.