Mission Statement
Being part of the Observatory for the Impact of Design (Oid!), we’ve been able to prove what we already knew by experience: Design can help in many ways to achieve corporate and organisational objectives.
Biography
Designer, strategic consultant and founder of Filmac (www.filmac.com) in 1992. As a designer, he has specialised in branding and has helped dozens of companies and organisations to achieve success through design strategy.
As a design activist, he has been president of the Designers Association of the Valencian Community ADCV (2005 – 2008), co-director of the International Typography Congress of Valencia (2012 – 2016), part of the association València World Design Capital (2018 – 2023) and director of the World Design Policy Conference 2022. He has lectured and published about design awareness, design policies, ethics and business strategy.
Currently, he is the delegate of the Spanish Network of Designers Associations READ at BEDA, he is on the board of trustees of the Foundation for Design of the Valencian Community, and is a member of the Design Council of the City of Valencia and of the advisory board of the Observatory for the Impact of Design (Oid!). In this position, he has contributed to several publications and studies on the impact of design in all kinds of organisations.
Questionnaire
Where do you want to foster change and why?
I would like to change the way the corporate world looks at design and foster a common language beyond the overused cliché of Design Thinking.
What or who influenced you during your professional career?
I was very inspired by “La Nave” design collective, a multidisciplinary and cooperative group that was the seed of the current design scene in Valencia, and had a role in the democratic transition of our country.
We all have those significant moments or situations (success or failure); which one was yours, and what did you learn from it?
I was attending a talk by Ezio Manzini in 2016, when he said that, despite all the time that design has been evolving, we haven’t been able to develop our own language to evaluate design beyond a “yes” or “no”. I still agree that the current design discourse is full of misconceptions and complacency. If we do not understand what our true role in the world is, we can hardly value our contribution.