Background
Designing for human complexity in an era of automated thought.
Co-founder of Reino Studio and Amia. Twenty years designing at the intersection of brand, technology, and human complexity, and, more recently, writing about what that intersection costs us.
The Story
Pedro A. Brêtas grew up as a diplomat's son, learning early that every conversation is also about something else.
Over twenty years of practice, including thirteen co-founding Reino StudioReino Studio with Vinicius Malvão in Rio de Janeiro, built Amia, a conversational AI for self-reflection, and began writing about what design costs us when it forgets we're human. A Master's in Design from NCAD Dublin and work recognized by Awwwards and the International Design Awards shaped a practice that has reached clients across four continents. His essays appear in UX Collective, Bootcamp, and ILLUMINATION.
Reino
Reino Studio is a strategic design studio founded by Pedro A. Brêtas and Vinicius Malvão in Rio de Janeiro. Built over thirteen years, the studio works at the intersection of brand identity, digital experience, and motion, approaching each project as an act of clarification: taking what a company truly is and making it visible.
Pedro's role is creative direction and production bridge: connecting client vision to the designers and developers who execute it. Twenty years in the industry, thirteen of them building Reino.
Reino operates as a creative partner, not a vendor. Embedded in the process and invested in the outcome, the studio is guided by a simple belief: that good design removes noise so the essential can appear.
Amia
Amia is a conversational AI designed for deep self-reflection. It was born from a simple question: if technology can optimize everything external, can it also create a better mirror for our inner lives?
Pedro A. Brêtas conceived and leads the project end-to-end — from the conversational architecture and question design to UX and coordination with development and UI teams.
Unlike wellness apps built around metrics and streaks, Amia works through language, guiding users into genuine introspective conversations that help them recognize patterns, name experiences, and find orientation in their own complexity.
Writing