Co-founder of Melon Breakers, a creative studio dedicated to shaping narratives, designing user experiences, and building communities around brands and their physical spaces to drive positive impact. She also leads the Master’s in Creative Direction for Retail at IED Madrid, where she shares her passion for meaningful, story-driven design. In the hospitality industry, she’s created distinctive brand voices and compelling narratives for both boutique hoteliers and major chains like B&B Hotels, Eurostars Group, and Petit Palace. In 2017, she joined WANNA, eventually co-directing the studio until 2025. Before that, she built a strong career in advertising, working with top agencies and as an independent creative for major brands. María’s passion for language and stories led her into a journalism degree in Valencia and Vienna, and then into specializing in proofreading, branded content, and transmedia storytelling. With more than 10 years of experience, she’s a sharp creative mind, an insightful storyteller, and a proud mom of two toddlers.
Melon Breakers, works with brands that want to leave a mark. They help them craft stories that move people, design memorable experiences, and activate real communities around their physical spaces. All with a clear purpose: to drive positive impact in society. The studio was born in 2025 from a deep belief—brands can be catalysts for cultural, social, and economic transformation. And their spaces, more than just places, can become living stages for connection, exchange, and conversation.
Melon Breakers is led by Cathy Figueiredo and María Lillo, two seasoned professionals in strategic consulting, brand creation, and experience design. Their work has earned both national and international recognition. They also direct and teach in the Master’s in Creative Direction for Commercial Spaces at IED Madrid and lecture at top business schools like EDEM. They’ve given international talks and have served as judges for major design awards like the Frame Awards and the iF Design Awards. Before founding Melon Breakers, they spent nearly a decade leading the creative studio WANNA.
