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Interview with Pancho González |
Home > Designer Interviews > Pancho González |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Pancho González (PG) for A’ Design Award and Competition. You can access the full profile of Pancho González by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
PG: Actually, I am not a designer, I am an advertising man, I started as a copywriter, then I became a creative director, and finally a chief creative officer in my own agency. I never thought about being an advertising man, I wanted to be a doctor but I lacked the score to enter that career.
FS: Can you tell us more about your company / design studio?
PG: Inbrax is an integral creative agency that works for local and global brands, we have business in Peru and we are dedicated to solving business problems with creativity. Currently are working 45 people and the agency had been awarded locally and internationally.
FS: What is "design" for you?
PG: Design is to express with an image (even if it's a letter) a storytelling to engage a user or consumer.
FS: What kinds of works do you like designing most?
PG: I love those works with minimal execution.
FS: What is your most favorite design, could you please tell more about it?
PG: Karin Rashid watches, any kind.
FS: What was the first thing you designed for a company?
PG: The logotype for a radio broadcast.
FS: What is your favorite material / platform / technology?
PG: The most that I like is social media. Designing for this is challenging.
FS: When do you feel the most creative?
PG: When I see my work published.
FS: Which aspects of a design do you focus more during designing?
PG: Not missing the business DNA or the value proposal of this.
FS: What kind of emotions do you feel when you design?
PG: Exciting, courage, overwhelming.
FS: What kind of emotions do you feel when your designs are realized?
PG: I feel awarded!!!
FS: What makes a design successful?
PG: Art direction, crafting, execution, originality.
FS: When judging a design as good or bad, which aspects do you consider first?
PG: How properly is expressed the brief in the design.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
PG: How can your design can solve a social issue, not just a design.
FS: How do you think the "design field" is evolving? What is the future of design?
PG: Is taking things from new technologies.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
PG: I exhibited the ADC here in Chile, 7 years ago. And I would like to bring to Chile A'Design 2019 winners.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
PG: The street, my son, my team, my family, my background, everything.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
PG: We look for the unexpected abstraction.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
PG: I live in Chile and sometimes this large and thin country affects our mindset in terms of thinking too locally.
FS: How do you work with companies?
PG: Totally collaborative, our clients are art of the creation.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
PG: having a clear and inspiring design brief.
FS: Can you talk a little about your design process?
PG: We have a kickstart with every client then we do some research to inspire designers minds and the go.
FS: What are 5 of your favorite design items at home?
PG: Blender, my iPhone, my Jeep, a Romero Britto sculpture, and my Mac.
FS: Can you describe a day in your life?
PG: Non stopping basically.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
PG: Just pursuing what you believe.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
PG: Negative: everything is inspiring, your mind does not have a break. Positive: people will see or use what you designed.
FS: What is your "golden rule" in design?
PG: Is not done till is done.
FS: What skills are most important for a designer?
PG: Drawing, painting, crafting, sketching and then high skills on design softwares.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
PG: All of the design books available online and offline we have a giant inner library at Inbrax.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
PG: We set a timing to accomplish the design and period, we don't try to look for a piece of art, we deliver a lot of things during the day.
FS: How long does it take to design an object from beginning to end?
PG: We don't focus on product. Just graphic design, packaging, branding, corporate design, etc.
FS: What is the most frequently asked question to you, as a designer?
PG: Where did you inspire?
FS: What was your most important job experience?
PG: Leading my own shop: Inbrax, as entrepreneur.
FS: Who are some of your clients?
PG: Local and global brands, such as Cencosud, Citroën, Komatsu, Cummins, Sodexo, etc.
FS: What type of design work do you enjoy the most and why?
PG: Branding, is like a baby coming with your personality and character.
FS: What are your future plans? What is next for you?
PG: Export our designs everywhere.
FS: Do you work as a team, or do you develop your designs yourself?
PG: We work in teams.
FS: Do you have any works-in-progress being designed that you would like to talk about?
PG: Not at the moment.
FS: How can people contact you?
PG: Across Inbrax's social media or to my email pancho@inbrax.cl or my mobile: +56992387965
FS: Any other things you would like to cover that have not been covered in these questions?
PG: I love this game!
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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