We are a company of creatives, researchers, strategists and fixers, bringing together science, art and purpose to shape living, transformative brands.

We are a company of creatives, researchers, strategists and fixers, bringing together science, art and purpose to shape living, transformative brands.

Ini means network
oby means green

Together, they evoke the living network of connections that shapes the world we inhabit. This idea remains at the heart of how we think, design and relate.

Ana Paula Rezende →Carol Pereira →Eduardo Weinhardt →Filomena Padron →Kauane Corrêa →Laila Rodrigues →Marina Tambellini →Odilon Queiroz →Patrick Kohout →Paula Dias →Philip Walsh →Phillippe Pommez →Raphael Patapovas →Raquel Fantinelli →Suelen Felix →Tatiana Piccolo →Victor Godinho

Inobi gathers 20 professionals across strategy, design, research and creation in a multidisciplinary network that now operates as an integrated system between São Paulo and London. 

For each project, we bring in new perspectives and capabilities through a broad network of specialised partners.

Ana Paula Rezende →Carol Pereira →Eduardo Weinhardt →Filomena Padron →Kauane Corrêa →Laila Rodrigues →Marina Tambellini →Odilon Queiroz →Patrick Kohout →Paula Dias →Philip Walsh →Phillippe Pommez →Raphael Patapovas →Raquel Fantinelli →Suelen Felix →Tatiana Piccolo →Victor Godinho

OUR ORIGINS


Founded in 2009 by a designer and a scientist

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.

  • Co-founder & CEO

    Holds degrees in Fine Arts and Design, with postgraduate specializations in Visual Identity from Mackenzie Presbyterian University and the Faculty of Architecture and Urbanism at the University of São Paulo (FAU-USP), an MBA in Marketing, a Post-MBA in Neurobusiness from Fundação Getulio Vargas (FGV-SP), and executive education in Circular Economy from the Massachusetts Institute of Technology (MIT).

    With more than 30 years of experience, she specializes in brand creation, identity management, strategic design, and branding. For 12 years, she led the evolution of the Natura brand, developing brand management models for the master brand and its sub-brands, while playing a key creative role in shaping the brand’s visual language and product design at Natura &Co. Her work in design and strategy has received international recognition through numerous awards.

    As Co-Founder and CEO of Inobi, Filomena also holds a degree in Biology, bringing a deeper understanding of living systems to the development of brand projects. Her work combines strategic thinking, creativity, and systems thinking to create solutions that respond to market transformation and the evolving challenges faced by organizations.

    Leading a multidisciplinary team of more than 20 professionals across the São Paulo and London offices, she oversees projects that integrate research, strategy, design, and innovation for organizations across a wide range of industries.

  • Co-founder & Advisor

    Holds a Ph.D. in Physical Chemistry from Sorbonne Université de Paris and a postgraduate degree from the Institut d’Administration des Entreprises (IAE Paris).

    He spent 18 years at Johnson & Johnson across Canada, Brazil, and the United States, concluding his tenure as Global Vice President of Research & Development. In 1996, he joined Natura &Co to lead Innovation and R&D, where he directed the development and launch of the Ekos product line in 2000. The initiative became a landmark in the industry by connecting traditional knowledge, Brazilian biodiversity, and innovation through a pioneering model of sustainable development. It received international recognition and became a reference for organizations such as the World Bank, IFC, and UNCTAD, leading to invitations to participate in COP 8 and COP 9 of the Convention on Biological Diversity.

    In 2009, he co-founded Inobi, a strategy and design studio dedicated to creating brands guided by sustainability. It was within this context that the concept of Resonance® emerged, inspired by the physical phenomenon at the core of his doctoral research on molecular vibrations. Over time, the concept evolved beyond science, drawing connections with string theory, as explored by Brian Greene in The Elegant Universe, and with the work of sociologist Helmut Rosa, who describes resonance as a fundamental principle shaping the relationship between individuals, society, and the world.

    His scientific background continues to inform both his practice and ongoing research. More recently, he participated in the Collective Intelligence Symposium at the Santa Fe Institute (SFI), one of the world’s leading research institutions in complexity science. This multidisciplinary perspective informs approaches that connect science, strategy, and design in the development of brands and organizations.