Vanesa began her professional career in a small Design & Branding studio in Valencia, but it was really in FLUOR Lifestyle, an Advertising and Creative Innovation Agency, where she developed the personal graphic style that now represents her.
She has more than six years of experience in the sector and has worked for brands such as ING, Aragón TV, NBC Universal, Movistar +, AMC Networks, Paramount Network, Sanitas, Cruz Roja or Grupo Pachá.
She has also independently managed the graphic communication of Pirata Rock Festival since its creation five years ago. She has also been recognised in more than 30 advertising and design festivals such as LAUS, WINA, Inspirational or PROMAX BDA.
With a degree in Fine Arts from the Polytechnic University of Valencia, she has a multidisciplinary profile. She soon became interested in the world of design and advertising, which led her to come to Madrid to do a Master’s Degree in Graphic Creativity and Art Direction at CICE, the professional school of New Technologies.
Also interested in the relationship between people and technology, she studied the UX & UI course at Mr. Marcel School, the After Effects and Motion Graphics course at the School of Digital Art and New Media, Trazos, and the Postgraduate in Branded Content and Transmedia Storytelling at INESDI Business School.
You can find inspiration in everything. In any moment or person in your daily life. Nowadays we are lucky enough to have everything at our reach thanks to new technologies. I don’t know where I heard, or read, that “to be a good visual communicator, besides knowing about design, you have to know about everything”, but it’s very true.
My design is full of reading, and observing for hours, big and small designers and digital product studios. Getting to know the work they do and how they approach each project and then thinking about how I would have done it. Without a doubt, you have to be curious and surround yourself with talent, that’s what will make you improve. And, of course, you have to know about trends to be able to create something different.
The result of all these references, and which is always reflected in my work in some way, would be synthetic minimalism, telling a lot with little.
Leaving something to the world and making a good design that lasts over time, are the goals to which we should aspire. Nowadays we get tired of things too quickly. That’s why making sure that you never get tired of seeing something, and that it continues to work in the future, is the result of good design.
The combination between technology, design and its application to social innovation.
Projects with these characteristics are the ones where you can innovate the most, look for better solutions that go beyond the established. They are more experiential, so they are transmitted in a different way and end up being the most valued.
Many positive things came together, firstly having the creative freedom to create something from scratch, which is one of the things I value most in a project. In this case, we could choose how we wanted the whole identity to be, as well as the fact that a great deal of importance was placed on the design.
Secondly, we had a gap in the market for us with almost no competition, we could choose where and how we wanted to position ourselves and achieve something distinctive and revolutionary.
On top of this, there was a need to communicate what sustainability really is, and how it can be achieved. It was a problem that we had to solve, to make people understand that it is now when we have to get together. We have to create new strategies, without it just sounding like a passing trend, but rather a change of paradigm. Doing things differently from the way they have been done in the past.
And thirdly, an opportunity, which is something you don’t always have and it was knocking on my door. We want to achieve many things, and I think it is the right place to do it.
With the pandemic, I think our most creative self has come out and we have become aware of many things. We have become aware of the importance of good design, if it fulfils the objectives when it comes to communication and also aesthetics.
In the same way, sustainability needs to be accompanied by a good design. Sustainability has not yet been understood by many. There are still people who, when they hear the word, are reluctant to it. At the same time, there are others who want to move towards it but don’t know how.
In a way, we designers have a responsibility: to think for people, to empathise and connect with them, not simply being programme executors. Little by little, we are building a path towards a much more valued and widespread design culture.
There is a real need to understand sustainability and find new solutions that will move us in the right direction, transforming societies towards a joint future perspective.
We are starting to get things right, but we must continue to change them. We have the opportunity and the capacity to do so. We have consumed beyond our means, our challenge now is to understand what societies need and how to make them understand that we cannot create something new without knowing what impact it has on the rest. And this has to happen now, I believe there is no other time.
The list is endless, the screenshots folder on my phone could be a good example. But if I had to choose:
Now you know a little more about the people who make up Dcycle. Find out more about our purpose in the following link.
