Interview with Carla Filomeno Tejeda

I work mainly as a independent designer, hiring collaborators according to the needs of the project, and I also collaborate with other studios. I specialize in visual identity for brands/corporate, packaging design, and editorial design.

For me, design is being able to speak visually.

I love creating or redesigning brand visual identity, packaging design, and coffee table book design. I am very excited to work for small brands, startups, and innovative projects, as well as projects with a social impact.

When I have done a lot of research and have in-depth knowledge of the project I have been commissioned to do. That's when I come up with the best ideas. Also in the shower...

I focus on originality and clarity in what I want to convey. Form follows function.

It gives me great joy and satisfaction to see my design come to life, fulfilling its function and connecting with people. It is very rewarding to see that your work has an impact on people in some way, even if they may not realize it.

I believe that what makes it successful is the prior strategy, the idea, and the way it connects with its users or audience.

If it is accurate for its purpose and innovative within its context.

We must be aware of the impact our work can have, both on users and on the environment. I believe we should be careful with the messages we convey, and use media, materials, and processes that protect, or at least, minimize damage to the environment. For example, promoting reuse and recycling is key in areas such as packaging design.

In-depth research on the subject is the best source of creativity for my projects. In addition, I always remain curious and observant, not only with regard to my work but also to everything around me.

I'm not sure if I have a defined style because I try to adapt to the needs and particularities of each project, but I can say that I try to create a visually clean design, close to minimalism, that has just what is necessary to achieve the objective. I try not to fall into the obvious or trends; I prefer suggestive and timeless design.

I live in Peru, a country with a lot of cultural diversity, but I don't think it has a visual influence on my work, as I design according to the needs and particularities of each project or client.

When the subject matter is related to or I see that it can benefit from certain visual codes specific to our culture, I have applied them with good results. It is an advantage to have so many references of our own (both historical and current), although at the same time we must be careful not to fall into clichés.

In design, ideas are the most valuable thing, and great ideas come when you have immersed yourself in information about the design assignment and done good visual research. With that, your brain connects the dots.
Don't place too much importance on trends. They are there to help, but they should not be the basis or focus of the design. Trends come and go, but good design remains.

I mostly develop the designs myself, and in some cases I rely on a team.

By email: carlafilomeno@gmail.com. And you can see some of my work in my Behance portfolio: https://www.behance.net/carla_filomeno