“I think the anxiety of wanting to get to a certain professional place or level of work didn’t allow me to explore other things”.
Guchi is a graphic designer passionate about brand design. She loves conceptualizing innovative ideas while exploring and learning different crafts. She’s a big fan of good stories, no matter where they come from: movies, novels, photography, or a friend sharing anecdotes over a few beers. As an emigrant from Argentina, she’s still learning what leaving her country behind really means: “I’m not sure if that learning process actually ever ends”. With a solid experience in creating visual identities, she’s always in the hunt of those projects where her imagination can run wild.
What is your profession? The best and the worst of your job.
I am a graphic designer, specialized in brand communication. I think that like any creative profession, the best thing is when you have the freedom to be creative and make different proposals. The worst is when the client or the project is already very closed off to an idea and there is no room for further exploration.
What is the biggest misconception about your profession that you would like people to understand?
I think that, nowadays, people know a lot more about design, but it’s true that there are so many different branches that each person can understand it as something different.
What is Guchi’s daily routine?
Mornings are hard for me, so they are rather slow. I like to have a nice breakfast and start working with a mate. In the afternoons, I try to go out and work outside the house or if I can finish early I go for a walk. I am not a person very attached to a routine, to be honest.
Why Barcelona?
Barcelona is cheerful, it is very enjoyable and at the same time it is where I have my family.
How are we similar to Argentina and how are we different?
I feel that Buenos Aires and Barcelona are similar in the variety of things to do, recitals to go to, exhibitions, etc. In both cities there are always a lot of activities and people generating spaces. The difference perhaps is that Buenos Aires has a more frenetic city rhythm, in Barcelona I see that leisure and rest time are prioritized.
Do you think Artificial Intelligence is an ally or an adversary?
Let’s be positive and say that it is an ally. To this day it is a tool and it has only simplified my work, I think it is important to know the possibilities it gives us and I just can’t imagine what it is going to become.
What advice would you give yourself 10 years ago?
To trust herself and to trust the process. I think the anxiety of wanting to get to a certain professional place or level of work didn’t allow me to even explore other things or accept the fact that I just wasn’t there yet.
Tell us about a project you are particularly proud of and why?
Today I enjoy taking photos, and it’s nothing more than a hobby. As a project I have an IG account where I upload photos of the city and what makes me proud is knowing that today the photos are bad and maybe in the future they will be better, but I just enjoy it.
And to a person who is considering studying graphic design?
For me the career can be incredible, the most important thing is to find a school where you are encouraged to soak in many different sources. Sharing work with classmates, learning to feed yourself from different sources of inspiration.
