With Company

With Company Transformative by Design A team of dedicated professionals, willing to take on complex challenges as a way to learn, grow and to make others grow along the way.

We’re a strategic design and innovation consultancy specialised in the design of new dialogues and interactions between businesses and people. Our approach is human-centered. We work - a lot - to do things with intent and achieve significantly different solutions.

AI systems do not see the world.They operate within a limited field of perception defined by the data they receive and t...
23/06/2026

AI systems do not see the world.

They operate within a limited field of perception defined by the data they receive and the objectives they are asked to optimize.

This is the second of five observations explored in Human vs. AI, a report by With Company based on a parallel experiment comparing human-led and AI-supported approaches to the same creative challenge.

What lies outside that field simply does not exist for the system.

And yet, this is often where the most important externalities live: social impact, long-term consequences and unintended effects.

AI can optimize extremely well within a defined frame.

But defining that frame remains a human responsibility.

For organizations, the challenge is not only improving what AI can see. It is becoming more intentional about what matters, what should be optimized, and what risks being excluded from the system’s field of attention.

👉 Download the full report in the link in bio.



What is the current shape of your organization?We created Shaper AI Culture Assessment and Brand Audit — a free assessme...
22/06/2026

What is the current shape of your organization?

We created Shaper AI Culture Assessment and Brand Audit — a free assessment tool built on a human-defined framework, using AI-supported research to identify gaps between brand, organizational culture and the belief systems guiding decisions.

Designed for moments of transformation: mergers and acquisitions, leadership transitions, brand repositioning, culture redesign and new ways of working.

Shaper helps organizations see misalignments before they become costly decisions.

Now available in Free Beta Access.

Try it now and understand the current shape of your organization.

Access Shaper link in bio.

What is the current shape of your organization?We created Shaper AI Culture Assessment and Brand Audit — a free assessme...
22/06/2026

What is the current shape of your organization?

We created Shaper AI Culture Assessment and Brand Audit — a free assessment tool built on a human-defined framework, using AI-supported research to identify gaps between brand, organizational culture and the belief systems guiding decisions.

Designed for moments of transformation: mergers and acquisitions, leadership transitions, brand repositioning, culture redesign and new ways of working.

Shaper helps organizations see misalignments before they become costly decisions.

Now available in Free Beta Access.

Try it now and understand the current shape of your organization.

Access the link in the bio.

09/06/2026

PT
Quais são as cores da cidade quando nela entramos? Que lugares ficam guardados na memória como rotas imaginárias? Como se escolhe perder-se nos seus espaços de intervalo?

No âmbito da nossa viagem criativa para definir a identidade verbal e visual do comércio no centro histórico de Évora, continuamos a trazer mais vozes para o processo, sobretudo as vozes de quem vive e sente a cidade todos os dias.

Num exercício participativo mais abrangente, criámos esta ferramenta digital como um momento de co-criação e não de simples consulta. O nosso objectivo é chegar a uma marca que nasça dos hábitos e perspectivas da comunidade local. As marcas mais significativas não são impostas às comunidades. Emergem delas.



EN
What are the colours of the city once you enter it? Which places remain in your memory as imaginary routes? How do you choose to get lost in its in-between spaces?

As part of our creative journey to define the verbal and visual identity of commerce in the historic centre of Évora, we continue to bring more voices into the process, especially the voices of those who live and experience the city every day.

As a wider participatory exercise, we created this digital tool as a moment of co-design rather than consultation. Our aim is to arrive at a brand that emerges from the habits and perspectives of the local community. The most meaningful brands are not imposed on communities. They emerge from them.

MunicipalityOfÉvora

Last week, 19 students from Pine Crest School, Florida, spent a week in Portugal observing some of the urban and social ...
03/06/2026

Last week, 19 students from Pine Crest School, Florida, spent a week in Portugal observing some of the urban and social systems that shape everyday life: public spaces, infrastructure, food markets, heritage, tourism and identity.

The programme was designed and led by LSE Generate, with Transformative Times — our research and futures laboratory within the With Company ecosystem — joining as research partner.

The challenge was to help students slow down first impressions, recognise assumptions, detect patterns, ask better questions and follow the clues before moving into future scenarios.

Across Lisbon and Porto, they explored streets, markets, public spaces and conversations with people living inside these systems. By the end of the week, those observations became five future opportunities for Portugal.

This is the kind of work we value: using research, futures thinking and systems methods to move from surface impressions to more responsible ways of imagining change.

Thank you to LSE Generate, Pine Crest School, Transformative Times and Casa do Impacto for making this initiative possible.

Salutem’s brand system was built to last, and to adapt. Because every consumer has a different rhythm and Salutem takes ...
27/05/2026

Salutem’s brand system was built to last, and to adapt. Because every consumer has a different rhythm and Salutem takes that into account.

Have you noticed how the shapes going around every product always feel supported by a line? That’s the legacy line. Invisible everywhere except on top of the logo, yet always present, guiding and supporting the brand’s visual identity, the same way Salutem supports consumers’ healthy decisions along the different stages of their lives. A support that is felt but never forced.

The shapes themselves are visual simplifications of each product’s real ingredients, and their transformation mirrors the journey from raw material to processed product, from the oat plant to the oat flake.

That combination of a flexible legacy line and ever-changing shapes gives the brand system an infinite range of possibilities, allowing one brand to stretch across more than 400 products, food categories, and generations, while always feeling unmistakably Salutem.

Expanding the ecosystem.We want to be closer to small teams, independent practices and people working at the intersectio...
26/05/2026

Expanding the ecosystem.

We want to be closer to small teams, independent practices and people working at the intersection of artificial intelligence, product, creative technologies, architecture, spatial design, prototyping, applied research, and hybrid practices between the digital and the physical.

With our team increasingly distributed between Lisbon, Porto and Berlin, and the Future Days festival team now based in Copenhagen, we see an opportunity to make our Marvila studio more open, active and connected to adjacent practices.

We are exploring ways to bring complementary people and teams closer to our daily context through collaborations, shared working moments, residencies, conversations and formats still to be defined.

We are especially interested in people who believe that being physically close to others can still accelerate trust, experimentation, learning and future-facing work.

If this resonates, or if someone comes to mind, send us a message.

Most organisations were not designed for longer lives.Longevity is often discussed as a health, ageing or demographic to...
21/05/2026

Most organisations were not designed for longer lives.

Longevity is often discussed as a health, ageing or demographic topic. But it is becoming a strategic design question. Longer lives change how people work, learn, care, retire, consume, lead and participate in society. This means organisations will need to rethink services, products, careers, leadership models, intergenerational collaboration, public systems and the way they understand value over time.

In a recent conversation hosted by Futura Foundation, Rui Quinta joined Céline Abecassis-Moedas and Leonor Rothes to discuss longevity, anxiety, death and the futures we are trying to design. Through our Research and Futures Laboratory, Transformative Times, and the new programme we are developing with The London School of Economics and Political Science (LSE), we are exploring how futures thinking can help organisations move beyond short-term adaptation and start designing for longer, more complex and more interdependent lives.

If lives are becoming longer, the systems around those lives need to become more intelligent, more adaptive and more humane. That is a design brief.

Link to the full conversation in the comments.

Five currents, one city, and countless connections waiting to happen.Future Days 2026 returns as a space shaped by five ...
20/05/2026

Five currents, one city, and countless connections waiting to happen.

Future Days 2026 returns as a space shaped by five forces moving through the program: Back to Connection, Water Commons, Infrastructures of Imagination, The Living Lab, and Economies of Meaning — living tracks that cross, interact, and respond to one another. From leadership and public innovation to regenerative systems, from immersive experiences to futures thinking, each current brings a distinct perspective into a shared exploration of complexity.

This year’s lineup reflects that plurality. With speakers like Christian Bason, Ph.D., Imandeep Kaur, Lori Baldwin, Anab Jain RDI, Shoukei Matsumoto, Sara Gry Striegler, Julia Watson, and Bas Van De Poel, each one will be engaging with a different “current” and making sense of the the world we are navigating.

Meaningful futures take shape through dialogue, tension, and collaboration. Everyone’s invited.

🎟️ Save your spot at the link.
www.futuredays.io

From Lisbon 🇵🇹 to Copenhagen 🇩🇰The first editions of Future Days Festival found their home in Lisbon, Estufa Fria — an o...
15/05/2026

From Lisbon 🇵🇹 to Copenhagen 🇩🇰

The first editions of Future Days Festival found their home in Lisbon, Estufa Fria — an open, exploratory, and deeply connected to its surroundings space.

Now, we are heading to Copenhagen. A city that, for decades, has been quietly building the future by rethinking urban mobility, advancing climate action, and shaping public spaces where trust and community can thrive. Not as a perfect model, but as a consistent one, showing what becomes possible when long-term thinking, systems design, and collective decision-making are sustained over time.

From 10–12 June, Future Days 2026 will take place at the Playhouse (Skuespilhuset), on the harbour, alongside one of Copenhagen’s defining elements: its water. A relationship that shaped this year’s theme.

🎟️ Save your spot at the link — there are still some left.

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Rua Afonso Annes Penedo
Lisbon
1950-013LISBOA

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