For our first designer spotlight in 2022, we want to introduce you to W+K São Paulo designer, Nuria Lima.
In which office do you work?
I work at the São Paulo office.
How long have you been working at W+K, and where were you before?
I've been at Wieden+Kennedy for 10 months, and I was at DPZ&T before.
Did you always want to work in advertising? How did you end up here?
I have a degree in advertising, but I always wanted to work with design. Wieden+Kennedy was my biggest reference for professional craft, so I tried to start conversations with people who worked here. After a few attempts (yes, more than one), Fabiano Higashi, who was Head of Art at the time, saw my potential and believed in my work, and that's why I'm here. :)
What do you enjoy most in your work?
In addition to being able to express my experiences in a visual way, I love the people I work with. They inspire me, help me, and teach me a lot. It's a two-way exchange of experiences and knowledge.
In which client projects have you worked recently?
I have recently worked with Liquid I.V. and Fanta.
What are some of your favorite works for a client?
I loved participating in the Liquid I.V. project; it was the first big project of the Design Studio. It focused on design and building an aesthetic. I love this kind of thing!
What is your favorite part of the design process?
I love doing research, discovering new things, new trends, artists, formats... But my true passion is making layouts. I can spend hours switching things around. It's my favorite kind of puzzle.
How would you describe your personal design aesthetic?
Some coworkers have said that I am a little brutish. I think that makes sense. I put feeling into all I do, even if it's a simple soda banner.
I also really enjoy the print side of things, editorials, magazines, books. So my personal projects end up going down that road too.
Where do you find inspiration?
I think my greatest inspiration is Brazilian culture. Our film industry is very rich, our art, music, the people... Everything is extremely inspiring. At each street corner you can overhear a conversation that can change your life and your perception of everything, so I am always on the lookout.
What are some design projects out there in the world that you think are really awesome?
I love the Porto Rocha projects, they are modern and very inspirational. I love a project called Turbo, by designer Will Cega. He's my coworker, but I'm mentioning him because his work is really INSANE.
The Studio Dialeto projects are also a great reference of modernity and Brazilian aesthetics. But my favorite project at the moment is one by Collins for OpenWeb. It's really worth seeing. Everything is extremely enjoyable to see. Not to mention that the motion graphics are flawless.
Any advice for aspiring designers?
Be sensitive, observe, make friends, study a lot and believe in yourself. AND LOOK FOR COOL REFERENCE WORK.
Anything else you would like to tell about creativity, processes, what you had for breakfast?
I am a hyperactive person, so I'm always doing and learning many things at once. You're probably thinking: oh my God, she's a genius – but no, the secret is to do everything badly. For example: I've been skateboarding for over a year, but I've only learned two tricks. I play electric guitar, but I can't read all the chords. I play cards, but the secret is to keep a poker face.
To me, in addition to CREATING, it's important to live and have experiences and stories to tell, and that's also part of my creative process.
