HAVE THE COURAGE TO FIND A NEW WAY
AND THE HUMANITY TO DO IT TOGETHER
You might be a business leader, a brand marketer, a CMO, a founder.
A creative director, an in-house design leader.
Or maybe you're a maker — a designer, a copywriter, an art director.
We’ve been in your shoes.
YOU ARE HUMAN. CREATIVES ARE HUMANS. CLIENTS ARE HUMANS.
How does the start of a creative project make you feel? Thrilled? Excited? Skeptical? Nervous? Hesitant?
And then...
How does the journey to the finish line leave you feeling at the end? Invigorated? Energized? Neither here nor there? Tired? Exhausted?
WE BELIEVE IN A BETTER WAY: HUMANITY IS THE WAY.
LET’S WORK TOGETHER.
Do great work because we’re bringing the humanity
CREATIVE, DESIGN & BRANDING, ROADMAPPING & PROTOTYPING OUR THINKING,
while cultivating
RESPECT, EMPATHY, BALANCE, COLLABORATION,
TRUTH-TELLING
& MUTUAL VALUES.
THE EXPERIMENTA STORY
“Experimenta” is the word of wisdom from my grandfather Belmiro to his kids—my dad and my aunt. Experimenta was repeated to me throughout my childhood, making the grandfather I never met present throughout my life. Experimenta means “try it!”, a nudge toward the unknown, a welcoming wink to leave assumptions behind.
Decades later, in 2020, I was reminded I was still filled with creativity when it mattered most: during years of healing from deep burnout and all the mental and physical health issues coming from it.
Accessing my creativity through my art practice, which I had abandoned since college, was one of the keys to my path back to myself. My dad reminded me of the wisdom in this word, and in practicing Experimenta I found the courage to embrace creativity as my own source of energy.
Told by Fe Amarante,
Founder & Creative Principal
Fe Amarante
FOUNDER & CREATIVE PRINCIPAL
This is the human behind Experimenta.
Fe is a renowned and award-winning global design leader in the world of consumer brands. She brings unapologetically vulnerable leadership and radical empathy to Experimenta. Her results? Lasting impact, in the business and the people.
Fe has transformed design for global brands at Hershey, challenged how in-house and agencies achieve success by building a world-class Brand Design function at Danone North America, and taken the E2E Design function at Coca-Cola North America toward a more human-centered stage.
Expanded Empathy is her antidote to the paralysis and sujectivity that plague creativity in creative and business teams. The outcome, Sustainable Creativity, is not just possible: it’s better for business.