I identify societal patterns of change in diverse levels such as emotional, behavioural or cultural to predict shifts and understand aacro, micro and nano trends. They represent the sociocultural structured mindset that guides our society.


I use coolhunting as a methodology to detect cultural signals and manifestations focusing on the 'coolness' around the globe. It is a unique tool developed under the trend studies approach to research trends.


The communication approach emerges within design knowledge with contemporary readings of culture. It enables to create value on brands and products to properly manage them strategically.


Research has to be done in a multidisciplinary way within any project. Our approach to research reflects on an ethnographic inspiration practice and its ressignificance as both in loco and digital methodology.


Giving workshops, lectures or even having informal conversations is a tool to disseminate knowledge but also a powerful engine to collect new data and inspiration from different tribes and people. Individually or in group, the mentorim programme intends to develop skills and difuse knowledge regardinfg cultural mediation and trends.


In my process, culture is seen as a symbolic fabric that lays within lifestyles and the culturally constituted world. It provides powerful information about tribes, consumers, behaviours, consumer-goods and related manifestations. It is in the cultural field where trends emerge and can be spotted.


My design process is flexible and I am always creating new projects trough mapping the mindsets and behaviour patterns surrounding us.
  • 1. Definition

    Understanding the problems and questions that we will start the development of the research.

  • 2. Coolhunting

    Continuous research to find out the signals that will inspire the analysis and boost the project.

  • 3. Interpretation

    Understanding data to find useful clues and develop strategies for the final outline.

  • 4. Modellation

    Adapting the research material, building coordinates and designing strategies and solutions to the problems.


    I believe in the efectiveness of research to understand mindsets and the cultural landscape to propose new and innovative solutions.

    About me

    My process on creating awesome projects.
    William A. Cantú
    University Teacher, Trend Researcher, Coolhunter, Designer

    PhD in Culture Studies (Trend Studies). Invited Assistant Professor at IPAM and at IADE/UE (PT). Invited Teacher at MSKPU (PL). Researcher at CEAUL, IPAM/LAB, UNIDCOM/IADE. Designer working with (inter)national brands. see more

    Trend Research

    Desenvolvo a pesquisa de tendências, de cunho interpretativo e analítico. Esta toma forma na pesquisa de padrões presentes na sociedade. Esses padrões estão visíveis na sociedade e são passíveis de interpretação (através de comportamentos, produções culturais e atitudes sociais) e circunscrevem a sociedade e os hábitos sociais.

    Graphic Design

    Crio códigos e desenvolvo estruturas para marcas, possibilitando uma comunicação estratégica. Através do design gráfico promovo um melhor entendimento de projetos culturais diante de uma sociedade codificada e culturalmente complexa, servindo-me do design gráfico para comunicar e mediar significados e objetos visual.


    Feel free to drop me a line to contact me
    • Leiria, Lisbon, Portugal. Available worldwide.

    • williamafonsoc[at]gmail[dot]com

    • @williamacantu

    Your Name

    Your Message*