Interview with Pancho González
Passion for creativity.
Design Legend Interview
29 December 2024
I studied advertising with a passion for understanding visual communication's impact on culture and business. My background includes formal education in copywriting, social media, graphic design, media, advertising, digital marketing and ongoing learning through global exposure and collaboration.
I am motivated by the ability to tell stories, solve problems, and evoke emotions through design. It’s a powerful way to connect ideas and people, creating something meaningful and impactful.
Becoming a creative director was a matter of lucky, long story. I’ve always been drawn to creativity and visual expression, so pursuing this path felt natural even though.
As a creative director, my designs span branding, advertising campaigns, and experiential concepts. I’d love to explore more projects at the intersection of design and sustainability.
Stay curious, embrace feedback, and develop a unique voice. Understanding human behavior is as important as mastering design tools.
A good designer meets expectations; a great designer surpasses them by bringing innovation, emotion, and purpose to their work.
Good design solves a problem, is aesthetically pleasing, and communicates effectively. It should evoke a reaction, whether it’s admiration, curiosity, or inspiration.
Good design enhances user experience, builds brand trust, and fosters emotional connections. Investing in it translates to better business and societal outcomes.
I’d love to design for cultural institutions or create designs that blend technology and tradition, such as an interactive art installation.
A project that combines design, technology, and education to address social issues would be a dream come true.
Collaboration, empathy, and resilience. Listening and adapting are my secret ingredients.
Paul Rand, Massimo Vignelli, and more contemporary figures like Stefan Sagmeister inspire me with their timeless approaches.
I admire designs that redefine norms, like the Coca-Cola branding evolution or Apple's product designs. They’re simple yet profound.
My most significant design is often my latest project—it reflects my current growth and thinking.
Practice, seek mentorship, and observe the world. My growth came from embracing challenges and continuous learning.
I've done the same
Design is the bridge between functionality and beauty. It’s purposeful creativity that transforms ideas into reality.
My wife, my family, my son, mentors, and team have been invaluable supporters throughout my journey.
Curiosity, persistence, and an understanding of the problem you’re solving.
Early in my career, gaining recognition and trust was challenging. Overcoming this required persistence and boldness.
Clear storytelling and connecting the design to the client’s goals are vital. Presenting with confidence is key.
I’m exploring how AI and sustainability can converge in design—stay tuned!
To create ideas that inspire change and are remembered for their impact.
People expect creativity, leadership, and the ability to elevate ideas into something extraordinary.
Design can promote awareness, inclusivity, and innovation, shaping a better future.
I’m working on a branding project with a deep social and environmental purpose.
The projects where I collaborated deeply with others and made a tangible impact are most rewarding.
More emphasis on ethical design and inclusivity is needed.
Design will integrate with AI, data, and sustainability, offering endless possibilities.
It varies; great design often requires iterative processes.
I begin with research and understanding the client’s vision and audience needs.
"Create with purpose, innovate with heart."
Design should set trends while reflecting cultural shifts.
It’s a tool to enhance creativity and solve complex problems.
Adobe Suite, Procreate, and increasingly AI-based tools are in my arsenal.
These are the soul of design, bringing emotion and context to life.
“What inspired you to choose this specific approach?”
I admire its simplicity and the thought process behind it.
Collaboration enriches creativity, so yes, I believe in co-design.
Colleagues, mentors, and creative partners have been instrumental.
"Designing Brand Identity" by Alina Wheeler and "Steal Like an Artist" by Austin Kleon.
"Designing Brand Identity" by Alina Wheeler and "Steal Like an Artist" by Austin Kleon.
"Designing Brand Identity" by Alina Wheeler and "Steal Like an Artist" by Austin Kleon.
Awards are humbling. Staying grounded and focused is essential.
Color: Blue. Place: Patagonia. Food: Sushi. Season: Snow. Thing: Skateboard. Brand: Apple.
Presenting a logo to a client and realizing the initials accidentally formed an unintended word—it was a hilarious and humbling moment.
Seeing an idea come to life and resonate with people.
My love for art and storytelling hinted at a creative future.
In a thousand years, design will blend with human consciousness and universal connectivity.
In a thousand years, design will blend with human consciousness and universal connectivity.
Designer Interview
29 December 2021
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.
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.
Design is to express with an image (even if it's a letter) a storytelling to engage a user or consumer.
I love those works with minimal execution.
Karin Rashid watches, any kind.
The logotype for a radio broadcast.
The most that I like is social media. Designing for this is challenging.
When I see my work published.
Not missing the business DNA or the value proposal of this.
Exciting, courage, overwhelming.
I feel awarded!!!
Art direction, crafting, execution, originality.
How properly is expressed the brief in the design.
How can your design can solve a social issue, not just a design.
Is taking things from new technologies.
I exhibited the ADC here in Chile, 7 years ago. And I would like to bring to Chile A'Design 2019 winners.
The street, my son, my team, my family, my background, everything.
We look for the unexpected abstraction.
I live in Chile and sometimes this large and thin country affects our mindset in terms of thinking too locally.
Totally collaborative, our clients are art of the creation.
having a clear and inspiring design brief.
We have a kickstart with every client then we do some research to inspire designers minds and the go.
Blender, my iPhone, my Jeep, a Romero Britto sculpture, and my Mac.
Non stopping basically.
Just pursuing what you believe.
Negative: everything is inspiring, your mind does not have a break.
Positive: people will see or use what you designed.
Positive: people will see or use what you designed.
Is not done till is done.
Drawing, painting, crafting, sketching and then high skills on design softwares.
All of the design books available online and offline we have a giant inner library at Inbrax.
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.
We don't focus on product. Just graphic design, packaging, branding, corporate design, etc.
Where did you inspire?
Leading my own shop: Inbrax, as entrepreneur.
Local and global brands, such as Cencosud, Citroën, Komatsu, Cummins, Sodexo, etc.
Branding, is like a baby coming with your personality and character.
Export our designs everywhere.
We work in teams.
Not at the moment.
Across Inbrax's social media or to my email pancho@inbrax.cl or my mobile: +56992387965
I love this game!
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