Carla Filomeno Tejeda

Specialized in Limited Edition Design.

Carla Filomeno Tejeda

About Carla Filomeno Tejeda

Peruvian graphic designer with 18 years of expertise, specializing in visual identity, branding and editorial design. Her work tends to have a clean, minimalist style. She focuses on brands and what makes them unique for their users, communicating their essence in a precise and innovative way. Her work has been shown in two graphic design exhibitions. She is also a professor of graphic design at UPC University in Lima.

  • Winner of the A' Design Award.
  • Specialized in Limited Edition Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Limited Edition
DeliPeruano Signature Packaging

DeliPeruano Signature Packaging

Limited Edition Design

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Interview with Carla Filomeno Tejeda

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I studied graphic design after debating between fine arts and design. It wasn't an easy decision, but I wanted something more applicable to people's daily lives, and I was very attracted to logos. I have been working in this field for 20 years, in design studios and as a freelancer.
Can you tell us more about your company / design studio?
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.
What kinds of works do you like designing most?
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 do you feel the most creative?
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...
Which aspects of a design do you focus more during designing?
I focus on originality and clarity in what I want to convey. Form follows function.
What kind of emotions do you feel when your designs are realized?
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.
What makes a design successful?
I believe that what makes it successful is the prior strategy, the idea, and the way it connects with its users or audience.
When judging a design as good or bad, which aspects do you consider first?
If it is accurate for its purpose and innovative within its context.
From your point of view, what are the responsibilities of a designer for society and environment?
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.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
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.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
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.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
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.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
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.
Do you work as a team, or do you develop your designs yourself?
I mostly develop the designs myself, and in some cases I rely on a team.
How can people contact you?
By email: carlafilomeno@gmail.com. And you can see some of my work in my Behance portfolio: https://www.behance.net/carla_filomeno

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