Pedro Alexandre Santos Carvalho de Almeida is a communication designer, educator and researcher in the field brand archaeology. Holds a Ph.D in Design from Central Saint Martins, University of the Arts London (CSM–UAL), funded by the Portuguese Foundation for Science and Technology (FCT), where he also completed a post-doctoral fellowship funded by the Arts and Humanities Research Council (AHRC) for Cultural Engagement. He was also awarded a post-doctoral fellowship by FCT based at the Research Institute for Design Media and Culture (ID+) and Central Saint Martins Research. Is Assistant Professor of design at the Department of Communication and Art, University of Aveiro, where teaches since 2001. Was deputy director of the design course, and Erasmus+ coordinator for the design area, including the Master of European Design (MEDES) program in Aveiro. He was a member of the Scientific Committee at FBAUP in representation of ID+. Teaching covers graphic design, visual identity, strategic design, design management, product semantics, and visual research methods. He has supervised PhD and Masters level design students. His academic experience extends to CSM–UAL, ESAD Matosinhos, Doctoral program in Design University of Porto, ENSCI–Les Ateliers Paris, and The Glasgow School of Art. His research interests address the recovery, organization and creative use of entrepreneurial archives as key strategic resources for brand innovation. He worked as a communication designer and consultant for a range of organizations in Portugal and the UK.