Laura Peña
Experience Designer

Laura Peña


Consultant, facilitator, experience designer, and theoretical enthusiast exploring the concept of rituals and their relevance in contemporary society.

With extensive experience in organizational contexts, she supports companies in becoming more aware of their organizational culture, uncovering underlying structures, and driving internal transformation. Her client portfolio includes major organizations such as Google, Nubank, and KPMG.

The metacrisis served as a powerful catalyst for expanding her work, leading her to investigate how rituals can act as bridges between systemic crises and regenerative futures.

She sees ritual, art, and performance as powerful tools for cultivating new forms of affectivity and expanding relational possibilities. Her journey is also shaped by her studies in performance art with La Fura dels Baus in 2023.

Currently, she is also a professor of innovation at Fundação Dom Cabral. In parallel with her corporate consultancy work, she collaborates with the J Randle Museum in Nigeria—an initiative dedicated to co-creating contemporary spaces of pause and pathways inspired by the richness and vitality of Yoruba culture.


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Projects


P R O J E C T S   D E L I V E R E D   I N       -     2 0 2 5
  • Design and Facilitation - J.Randle
  • Team Building e Planejamento Estratégico - Merz
  • Offsite - Renner time Design & Experiência
  • Offsite - Renner time Comercial
    • Context: Reposition the Design and Experience (DeX) team during the brand’s 60th anniversary, encouraging cross-functional collaboration and strategic clarity.

    A 2-day journey featuring qualitative research, themed team-building activities (using sewing and fabric metaphors), and a “DEX Day” to present the department’s value to key stakeholders. Tools were created to define roles, along with storytelling exercises and strategic pitches that integrated legacy, innovation, and interdepartmental connection.


  • Office - Merz LATAM
    • Context: Foster integration among the LATAM team (Brazil, Mexico, Argentina) after a long period of virtual collaboration, aligning roles and strengthening regional identity.

    A 4-day in-person gathering with activities inspired by “Latinidades,” such as symbolic bonfires, Diamond Model dynamics for mapping responsibilities, and collaborative workshops. The experience combined cultural celebration, resolution of organizational challenges, and the co-creation of a collective manifesto to sustain post-event connection.

  • Experience Design and Facilitation – Artzzi
    • Client: Artzzi
    Context: Create an immersive event for designers and architects, Artzzi’s clients, translating the essence of their products as “utilitarian works of art” with emotional and symbolic value.

    A four-stage experiential journey was proposed, including an interactive vernissage, client storytelling, facilitated conversations, and a closing ritual with manacá-da-serra seeds. The event reinforced the connection between art, memory, and Brazilian culture—positioning the furniture as guardians of personal stories and future legacies.

Collaboration & mentorship

  • Mentoring and WKS Cultura - Kaospilot 
  • Drawings and report Kaospilot
  • Generational Clash Lecture - The Cover
  • Offsite Digital Forest
  • Jolie Mentoring - Leticia


2 0 2 5
  • Graphic facilitation - École 42
  • Lecture rituals - MeetUp FDC 
  • Lecture rituals - House of Beautiful Business

Company building


  • Improvement of onboarding and talent acquisition
  • Facilitator training – Sputnik
  • Implementation of agility tools – Labvi


P R O J E C T S   D E L I V E R E D   I N        -     2 0 2 4
  • WKS marca Inter + Talent
  • WKS Origo - Mandalah
  • Culture Ecogen - Mandalah
  • KES Summit Curatorship
  • Curation and facilitation - KES Boticário
  • Organization and facilitation of the Regenerative Futures Retreat - Unearthodox
  • Teambuilding and Strategic Planning - Merz
  • Offsite and Strategic Planning - Afterverse
  • Offsite - Renner
  • Facilitation and design - Coca Cola Comercial FEMSA
  • Culture Game - Suzano


P R O J E C T S     D E L I V E R E D     B E T W E E N      -      2 0 2 2      -      2 0 2 3     -      
  • TOTVS
  • J2L Succession
  • Ferreira Family Succession
  • Telefônica - Mandalah
  • Corporate Education Banco Inter
  • Offsites Justos
  • Bloomin
  • Único FDC
  • Black Wheel
  • Samarco
  • Design Experiences Course
  • Hack Criativo Wired
  • Mobi Classes
  • Banco Inter Classes
  • Claro Classes
  • Embraer Classes
  • SENAC Lectures at Bebedouro
  • Boticário Franchise Integration Experience
  • Cultural guidelines Telefónica
P R O J E C T S     D E L I V E R E D    O U T    B E T W E E N      -       2 0 2 0       -       2 0 2 1     -      
  • Change Management Grupo Real
  • Key Talents KPMG
  • Veneza KPMG
      • Challenge: Motivate consulting leaders to innovate in a remote context.

      An “online journey” to Venice was created, exploring how the historic city embraced innovation during challenging times.

      Sensory kits were sent to participants to create a shared experience.

      Technologies: ASMR (immersive audio) + Zoom to simulate the Venetian atmosphere.

  • Kryptos KPMG
  • Agile Transformation Bimbo
  • Santander Customer Journey Classes
  • Mind Hacking Usina São Martinho
  • Aikido facilitation class
  • Learning Org Leap
  • Creative Hands Hack
  • Connecting the Dots GSK
  • Workshop OKRs
  • KPMG change management experiences
      • Context: Redesign change management training programs to engage remote teams.

      Six synchronous online experiences were designed, each focused on developing key skills such as autonomy, customer centricity, vulnerability, challenging beliefs, and continuous learning.




    P R O J E C T S   D E L I V E R E D    B E T W E E N    -    2 0 1 8    -   2 0 1 9    -      
    • Nubank
        Challenge: Inspire 1,000 CX team members (already recognized for excellence) to further elevate their performance.

        Using Stranger Things as the narrative backdrop to create immersion and emotional connection, Laura even shaved her head to embody the main character in the story.

        An 8-hour event blending entertainment with hands-on learning.

    • Google
    • C6 Bank
    • Unilever
    • O Boticário
    • Diageo
    • John Deere
    • Mercado Livre
        • Challenge: Employees in the fraud prevention department did not recognize the importance of their work.

        A dystopian future was created where fraud had taken over society, prompting participants to reflect on their role.

        A final “creative confidence” challenge reinforced self-esteem and sense of purpose.


    What I've learned

    Outside of work


    • Workshops Design Rituais
    • Graphic Facilitation and Illustrations
    • Talk and Workshops on Rituals – Hacktown
    • Ritual Design Class – Officeless
    • Workshop on Self-Investigation – Google
    • Impostor Syndrome
    • Sail – Imaginadora, SENAC
    • Rituals Lab Podcast
    • Calm Journey Podcast
    • Epyc
      • Epyc Theatre (Provocateur)
        • Objective: Foster self-awareness in participants through an immersive experience inspired by Alice in Wonderland, held in a nightclub.
        Details: Participants received pre-experience missions (e.g., personal reflections) to prepare them for the transformation during the event.
    • A Trilha
    • MC Dance Battle
    • [Con]versões
    • Workshop La Fura dels Baus
    • Ritual Experience – Hacktown
    • Talk on Intergenerational Collaboration – Hacktownn

    • Rituals Lecture - Creative Mornings
    • Fleabag and Inadequate Women Lecture - Hacktown
    • Podcast participation - Wild Futures
    • Podcast participation - Comuh







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