Peter Pimentel is a design leader with over 25 years of experience in creating impactful and award-winning UX for some of the world’s most influential organizations. Today, he is redefining how deep work happens in the age of agentic AI, designing systems where humans and AI collaborate more closely to navigate complexity and create clarity.


As a Principal Design Architect for Microsoft AI Experiences, he leads the design of next-gen architectures that support AI as a true thought partner, structuring how intent, context, and synthesis come together in high-stakes knowledge work.

Previously, he led Design at Engine Digital, managing a high-performing team and delivering impactful products and experiences for clients including Adidas, Mastercard, and Google. He also partnered with HP to define the UX principles and design system for their industrial 3D printing platform.
Earlier at Microsoft Advertising, he led UX for multi-million-dollar Fortune 100 brand experiences, including the first live-action Kinect game for Xbox starring The Avengers' Chris Evans which saw record-breaking user engagement.

Peter is passionate about design that creates powerful connections to function and feeling. He believes successful design has a clear sense of purpose faithfully articulated through all messaging, visuals, and interactions. He is currently exploring how AI can support creativity, contextual synthesis, and collaborative problem-solving at scale.

Featured work


People in M365 Copilot
Enterprise Product Design

With the superpowered assistance of AI and Microsoft Graph integration, our team aims to make Microsoft 365 Copilot the best way for users to catch up with people they work with across all M365 apps.

See promo video ⇢
Engine Digital
Brand Identity

To support this digital agency’s mission to invent the future and be seen as a design leader, we developed a brand identity based on a system of glyphs for greater impact and flexibility.

See full project ⇢




HP Industrial 3D Printing
Design Language and Systems; Customer Experience

We collaborated closely with HP industrial and UX designers to the develop the principles, themes, and hero moments that would act as the future vision for all experiences and brand touchpoints, both digital and physical.

See promo video ⇢

Brands

  • Microsoft
  • Xbox
  • HP
  • Intel
  • Toyota
  • Pirelli
  • NBA
  • lululemon
  • Adidas
  • MTV
  • P&G
  • WestJet
  • Mercedes-Benz
  • Chevrolet
  • Fox Factory
  • T-Mobile
  • Western Union
  • Criteo
  • Warner Bros. TV
  • Nissan
  • Johnson & Johnson
  • Schneider Electric
  • BC Hydro
  • Telus
  • Ocean Wise
  • City of Vancouver

Collaborators

  • Publicis West
  • TBWA/Chiat/Day
  • Saatchi & Saatchi
  • Leo Burnett
  • Goodby, Silverstein & Partners
  • Starcom Mediavest Group
  • Prophet
  • Digital Kitchen
  • Kaplan Thaler Group
  • Razorfish
  • OMD
  • JWT
  • Rooster
  • The FADER
  • Caviar

Recognition

  • TIME Magazine - Design 100
  • Communication Arts
  • Print Magazine
  • Icograda
  • Metropolis Magazine
  • The One Show
  • CLIO Awards
  • Advertising Age
  • The Lotus Awards
  • Graphex Awards
  • Telly Awards
  • The Advertising Club of New York, Andy Awards
  • American Advertising Federation, ADDY Awards
  • The Advertising & Design Club of Canada
  • Logo Design Love
  • Sex in Design
  • STEP Inside Design
  • The Webby Awards
  • Fast Company - World Changing Ideas
  • The UX Awards
  • W3 Awards
  • Pixel Awards
  • Interactive Media Awards
  • FFFFound!
  • Behance Curated Galleries
  • Digital Arts
  • Applied Arts - Interactive Annual
  • PopVox Awards
  • Design Edge Canada
  • SAAVI Awards
  • Davey Awards
  • RGD So(cial) Good Awards
  • The Vancouver Sun
  • The Globe and Mail





© 2026 Peter Pimentel