My creative process for product design, creative direction, strategy, innovation, and design management is an analytical-emotional process based on the analysis of the three core elements found in every project, culture, industry, and society, and on the creation of emotional connections that truly link these three cores, thus achieving a deep depth in the target audience, from the philosophy of the company and under a certain cultural lens.
Each individual core consists of an infinite number of interconnected concepts that are full of nuances and often overlap. They make up a conceptual nebula of infinite connections that links the three cores within a closed circuit, as shown in the diagram.
I like to imagine this nebula as something three-dimensional and intangible in which all of these concepts move about and interact constantly and to observe how these concepts evolve over time.
Using an analytical process to create a nebula for each project, followed by an emotional immersion that is in fact guided by the most relevant connections, provides each project with a different conceptual tool for a real solution. In other words, it results in a different methodology for every project, creating emotional connections that truly link culture, industry, and society. That is, creating community from the company’s DNA through emotional connections.
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