Meritxell Casamira is an independent designer and creative director based in Barcelona. Having gained extensive experience working in-house and agency-side, she founded Casamira in 2023, a studio that specialises in developing narratives that have emotional resonance but also sit at the intersection between form and content.
Colour has always been an integral part of Meritxell’s practice, using it as a way to tell stories and evoke emotion. She strongly believes in the importance of giving yourself the freedom to explore ideas and listening to your inner voice, which can often lead to unexpected and innovative design solutions. Creating thought provoking self-initiated poster projects, alongside her commercial work, that explore her love for visual communication, typography and colour has allowed her to cultivate this approach.
Meritxell is an active member of the Spanish ADG-FAD Board of Directors (Graphic Design and Visual Communication Association) and regularly gives talks and runs workshops, things which she sees as an important part of giving back to the design community and some of the pivotal moments in her career. She believes that empathy is an essential value for the creative industry to cultivate when it comes to breaking down traditional barriers and creating a more inclusive space for everyone.
We recently talked with Meritxell to find out more about why she decided to set up her own independent practice Casamira, how she approaches a new creative project and advice for emerging designers.
Can you tell us a bit about your career path and why you decided to become an independent Creative Director and Designer?
From my early days, it was very clear to me that I wanted to dedicate myself to a creative profession, since drawing and plastic arts were what I enjoyed the most at school. Not only because I was good at them, but because they allowed me to express myself at a level that I often couldn’t communicate with the spoken word. I considered possibilities like becoming a film director or an illustrator. Yet, it was the path of graphic design that truly found me, embarking on a degree in design in my hometown, Terrassa.
I worked in several studios in the city, until starting a collaboration with urban furniture company Escofet. There, I spent several years not only designing but also managing the artistic direction of the brand, while enriching myself with other disciplines such as product design or architecture. Later, I became part of a world-renowned design studio team, where I was able to work on several projects with renowned international brands while discovering new ways of developing branding projects. This settled me in Barcelona, my present creative canvas.
Simultaneously, independent projects sprouted, and I also started to develop other types of personal works, experimenting with transdisciplinary approaches, and refining my outlook and perspective. This situation, coupled with the drive to take on new challenges, led me to the decision to carve my own path. I wanted to have the flexibility to work on a diverse range of projects, collaborate with clients directly, and, above all, have the autonomy to express my unique design vision.
What were the key things you’ve learnt from working as an agency designer that has informed your current practice?
Throughout my career as a designer, colour has always played a fundamental role, serving as an essential component through which I communicate ideas and evoke sensations. During my time working as an agency designer in Barcelona, I expanded my perception of this visual element, employing it as a vehicle for storytelling and furthering distinctiveness.
Additionally, handling projects for renowned international brands requires meticulous attention to detail and a highly effective alignment between the creative vision and the client’s goals. This exposure honed my ability to communicate design concepts effectively, while also nurturing my capacity for strategic decision-making in order to align with the client’s aspirations.
“…handling projects for renowned international brands requires meticulous attention to detail and a highly effective alignment between the creative vision and the client’s goals. This exposure honed my ability to communicate design concepts effectively, while also nurturing my capacity for strategic decision-making in order to align with the client’s aspirations.”
Have there been any key pivotal moments in your career that have helped you to develop?
Absolutely, I have gone through some experiences that have significantly shaped my development. One of those moments was my appearance as a speaker at the Latent Design Festival three years ago. I had never spoken publicly in front of so many people. I accepted the challenge of the situation and shared my knowledge and experiences with the audience. Going on that stage inspired me to continue contributing to the design community. I think it’s something everyone should try at least once in their life.
Equally transformative this past year was my appointment as a member of the ADG-FAD Board. Joining the leadership of such a distinguished organization not only validated my dedication to design, but also presented an opportunity to drive positive change within the industry. Serving on the board has definitely increased my sense of responsibility and deepened my commitment to nurturing the design ecosystem.
Where do you get your inspiration from and how do you usually approach a new project?
My inspiration comes from very different sources, each one awakens a different sensibility: art, music, cinema, literature, etc. I usually visit a minimum of one exhibition per week. The cultural movement that exists here in Barcelona is endless, so this allows me to be in contact with very broad artistic and creative experiences. I am also very inspired by people, in general. From a random conversation with someone who lives on the other side of the world when I’m traveling alone – I love doing that – to an exchange of visions with one of my close friends. The truth is that I feel very lucky to be surrounded by super interesting people that have knowledge in very varied fields, our encounters greatly nourish my creative way of seeing things.
When embarking on a new project, I begin with intense research to immerse myself in the client’s objectives and the project’s context. This research serves as the foundation for my creative process, which involves experimenting with diverse design concepts, and later with materials or techniques. I strongly believe in allowing myself the freedom to explore, trusting the process, which often leads to unexpected yet essential design solutions.
“I strongly believe in allowing myself the freedom to explore, trusting the process, which often leads to unexpected yet essential design solutions.”
Can you tell us about any standout projects you’ve worked on and why they’re important to you?
There’s a poster I have recently designed titled Here & Now. This self-initiated project holds significance to me because it reflects my belief in the importance of infusing personal points of view and emotions into creative work. I love designing pieces that transmit a message in which I believe strongly and that can provoke thought and reflection, using graphic design as a medium for expression. The poster is a visual embodiment of the richness that can be found when we take time to slow down and cultivate a deeper appreciation for the world around us. Something increasingly precious in a society that is going at full speed.
What barriers and challenges have you faced during your career and how have you overcome them?
Balancing creativity with practicality is a continuous challenge. Sometimes, clients or other team members might have specific ideas that don’t necessarily align with my design vision. Developing strong communication skills and an ability to protect myself from unfounded negativity is crucial to overcome these situations. It’s also very important to keep in mind that not all criticism is based on understanding or experience. Staying strong-willed and knowing when to compromise are key attitudes that can help face these barriers.
The insatiable pursuit of perfectionism has always been present as an internal challenge, which can lead to stagnation and doubt. That’s why it’s very essential to me to practice the liberation from preconceived thoughts, keep my mind wide open when I am developing a project, and leave the detail-oriented version of myself for the last stages.
“Sometimes, clients or other team members might have specific ideas that don’t necessarily align with my design vision. Developing strong communication skills and an ability to protect myself from unfounded negativity is crucial to overcome these situations.”
How do you think we can encourage greater diversity and inclusion across the creative industries?
I believe it is necessary that empathy becomes an essential value in the cultures of creative studios and companies, breaking traditional mentalities and stereotypes, and betting on diverse talents. This way I think we could guide the sector towards a more open and inclusive panorama.
In addition, the existence of platforms that give voice to perspectives of people from various backgrounds and situations, just like this one, can humanize these experiences and help raise awareness about the challenges they face.
“I believe it is necessary that empathy becomes an essential value in the cultures of creative studios and companies, breaking traditional mentalities and stereotypes, and betting on diverse talents.”
Do you have any thoughts on how we can counteract the gender imbalance in design leadership roles?
I think that combating underrepresentation in our sector is very key to this process. There is still a lot of work to be done to give women leaders more visibility, highlight their achievements, and showcase successful initiatives led by them. This definitely inspires others to follow and fight for the same path.
In my opinion, the educational system has a lot to do with driving change. When you are a student, having references is essential to encourage motivation. Many more projects made by female designers should be shown in the classes and books of colleges and universities where future generations of designers will emerge. We women have always been present throughout the history of design, we must take a deeper look and explore further, betting on the disclosure of “messy history”.
Do you have any advice for those considering or starting a career in the design industry today?
I wish someone had told me this when I stepped into this industry: Always listen and trust your inner voice. That will be your guidance towards decisions that align with your true self and will make you create unique proposals, giving them a soul and setting your work apart. Don’t seek external validation, prioritize authenticity.
Also, embrace passion and curiosity. These will lead you to cultivate an environment of experimentation, allowing yourself to keep evolving and never stop learning, even challenging the limits of your own skills. And finally, be stubborn. Don’t hesitate to go for what you really want. As my mother always instilled in me since I was a child: you already have the no, so take action to get the yes.
“Don’t seek external validation, prioritize authenticity.”
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