Danilo Villanueva & Makina & Co

Specialized in Watch Design.

Danilo Villanueva & Makina & Co

About Danilo Villanueva & Makina & Co

Danilo has been in the advertising industry for 15+ years now working in multinational agencies like Saatchi, TBWA Chiat Day, Leo Burnett, BBDO and MRM/Mccann. He's gained global experience working in Los Angeles, Dubai, Beijing/Shanghai, Hong Kong and New York. He has built local and global integrated campaigns for major brands like BMW, Mercedes-Benz, Visa, Emirates Airlines, Sony, General Motors and Tencent. In 2014, he founded a company called Makina & Co where he's won several design awards from organizations like A' Design Awards, European Product Design Awards, International Design Awards, New York Product Design Awards, Muse Design Awards, London Design awards, London International Creative Competition and others. He has served as jury member for the One Club's ADC 103rd Annual Awards, London Design Award, Muse Design Awards, Adstars/Madstars and others. His work for Makina have gained recognition from local and international design, watch-expert, news publications like Esquire, Designboom Italy, Monochrome Watches Amsterdam, Time and Tide Watches Melbourne, Worn and Wound USA, Watchpro London, Watch Life News Tokyo, ANCX Philippines, The Manila Times Philippines and more.

  • Winner of the A' Design Award.
  • Specialized in Watch Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Watch
Makina Andras I Watch

Makina Andras I Watch

Watch Design

Good Design Deserves Great Recognition

Nominate Your Work for the A' Design Award.

Sign-Up

Interview with Danilo Villanueva & Makina & Co

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've always excelled in art. Thankfully, graphic design was an elective in my High School in Melbourne, Australia. That's when I discovered design and my passion for it.
Can you tell us more about your company / design studio?
Makina Watches is a watch brand from the Philippines. All watches are designed, engineered and made in the Philippines with movements coming from Switzerland and some parts from Hong Kong. Although it is a business, our intent is to maintain a passion project mindset when developing products and building our brand; we release products based on what we like and not popular trends or what sells more. Even though Makina primarily targets the niche world of watch enthusiasts, we are comfortable in pushing watch design archetypes towards directions that may not sit comfortably well with watch purists whom Makina intends to speak to.
What is "design" for you?
To me, design is when idea, beauty and function come together to evoke the right kind of response from those who experience it.
What is your most favorite design, could you please tell more about it?
This changes from time to time but I am currently captivated by Brutalist Design. I'm drawn to its grand beauty, raw character, and enduring modern appeal.
What was the first thing you designed for a company?
The first thing I've ever designed for Makina & Co is a timepiece called Mephisto.
When do you feel the most creative?
Like most, I'm most creative when I'm at my happiest. It's just not possible to create things that you'd be content with otherwise. Also, I tend to be most creative when I'm around a little bit of chaos and busy environments, always outside like cafe's and hookah lounges.
What kind of emotions do you feel when your designs are realized?
Excitement and eagerness to get it out there for the world to experience.
What makes a design successful?
I think design is most successful when it evokes the exact emotion from people as the designer intended.
When judging a design as good or bad, which aspects do you consider first?
When judging, I consider first impressions first and foremost which is usually guided by how surprising, how new or how bold a design piece is. You're either wowed and intrigued from the start or not. It's what separates great designs from good designs.
From your point of view, what are the responsibilities of a designer for society and environment?
To me, everyone needs. to play a role in regards to environmental sustainability. Although it not a necessity, I feel that designers should take it upon themselves to set a good example and present work to clients ideas that are good for the environment especially when it's not on the brief and when they are not expecting it.
How do you think the "design field" is evolving? What is the future of design?
Predicting trends has become increasingly challenging in today's rapidly evolving landscape of new technologies and swiftly changing trends. However, what I want to emphasise is this: while the appearance and craftsmanship of designs will evolve, the core principles will remain constant. The significance of insight, concept, and purpose in design is timeless. At times, these emerging technologies and trends can divert our focus from these fundamental elements. It's crucial not to lose sight of whom we're designing for, how they will interact with our designs, and the messages we wish our designs to convey to them.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
As for our watch company, we've never had the need for exhibitions but very much open to holding one as soon as there is opportunity to do so.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
This changes all the time for me too. One thing that doesn’t change in my process is making sure that I stay away from the computer, from the internet for several days and draw inspiration from my own brain first and mentally dig up things I’ve seen and experienced in the past. Traveling and experiencing the world is better than surfing the web for inspiration. If it is inspiration in the form of an object, design or architecture that is memorable to me, it must mean something to me and, if used effectively, it will more likely give the final design the unique personal touch that I am looking for
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 will say that minimalism, personally, is not my go-to approach because minimalism strips away character. Character is important to me because it’s what gives non-living things that human-touch. I also think “perfect” is boring. When designing, I usually like to add imperfections or design cues that wouldn’t normally be considered popular design decisions. "Perfectly imperfect" is not a design style but it is a direction I inject in our work because it really is a reflection of humanity and daily life.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
If you need something done well and within in a critical time frame, hire experienced designers in the exact industry you're looking for. If you're looking for something new and bold, hire experienced designers who aren't necessarily specialized in the industry you're looking for and partner them up with engineers whom are. Hire them as early as possible and give them as much time as possible. Trust your designers.
What are 5 of your favorite design items at home?
Grand Piano. Jaeger-Lecoultre Reverso. Grado G1000. Cartier Santos Dumont Carree. Lego.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Absolutely engage in award initiatives such as the A' Design Award, but avoid making winning awards the primary goal of your work. Remain faithful to your brand or unique style, and keep in touch with the reasons you originally fell in love with design. Awards should naturally arise as a result of combining effort, purpose and talent.
From your perspective, what would you say are some positives and negatives of being a designer?
If you're born to be a designer, the craft will never let you down. It's the people you work with or work for that will determine a good day or a bad one. Focus on the craft at the beginning of your career and then really contemplate on building your own thing, be the boss of your own firm and maybe then, you'll have more control of your environment and the people you surround yourself with. At that point, everything is generally positive about being a designer.
What skills are most important for a designer?
The ability to understand a brief and deliver beyond it. The ability and desire to create something new, no matter the brief.
Designing can sometimes be a really time consuming task, how do you manage your time?
There's really no way around this but to make time. Design is a crucial part of our company because it is the product of the company. Without it, there is no company. And so, if launches have to be pushed and customers have to wait, then that is what needs to happen.
How long does it take to design an object from beginning to end?
It really varies. But my most successful designs, I find, were the one that were quickest to conceptualize and therefore execute.
What was your most important job experience?
My first role as a creative director. It's when I learned most about people.
What type of design work do you enjoy the most and why?
Product Design because there is no other way to experience it fully than in person which is quite refreshing especially when living in a world of screens where most of everything is really designed for 2D experiences.
Do you work as a team, or do you develop your designs yourself?
As founder and creative director, I build conceptual designs. I then hand over to team members of different expertise to help finetune and finesse, ready for mass production.
Do you have any works-in-progress being designed that you would like to talk about?
We're currently bringing back a new iteration of one of our first designs after 7 years. It's a model people have been asking us about since it being sold out. We're also designing another piece that is more eclectic in terms of design style and rougher in persona but premium at the same time. They both come out this year.

Designer of the Day Interview with Danilo Villanueva & Makina & Co

Could you please tell us about your experience as a designer, artist, architect or creator?
I've been in the creative industry for 15+ years. I've worked in ad agencies around the world like TBWAChiatDay Los Angeles, Saatchi Los Angeles, Leo Burnett Dubai, TBWA Dubai, BBDO China, MRM/Mccann New York, Makina & Co Hong Kong. I've built regional and global campaigns for brands like: BMW, Mercedes-Benz, Emirates Airlines, VISA, Sony, Tencent, General Motors, Toyota, Cartier and others. My work has been media agnostic and has taken shape and form of online videos, tv commercials, print ads, outdoor, events, social, digital, direct and others. At Makina however, a company I founded, I am very hands on with product design.
How did you become a designer?
I've always excelled in art at school. I discovered graphic design in my high school in Melbourne, Australia because, thankfully, they were offering it as an elective. It is something I fell in love with quickly. I've completed my Bachelor's degree in design and quickly applied all skills learned in my advertising career.
What are your priorities, technique and style when designing?
Answering briefs effectively and making sure designs are both aesthetically pleasing and functional are the obvious boxes that need to be ticked in the design process. Beyond that I always explore things that are hardly ever mentioned in the brief like need to be new and the need for whatever it is that we're making to have character.
Which emotions do you feel when designing?
A lot of happiness when finally reaching the point where I can say "this is it. this is where stop. it's finished". It's all excitement from there and the eagerness to get it produced and introduced to the rest of the world.
What particular aspects of your background shaped you as a designer?
My creative advertising background has had a real impact on me as a designer. My need to always look for something new and the need to make sure whatever it is I'm building has to be "human", that really is my advertising background talking. In advertising we spend weeks and sometimes months trying to find new ideas, and finally conveying those ideas in a way that trigger emotional responses in whatever medium it may be. These are things I naturally apply in my design process.
What are your advices to designers who are at the beginning of their career?
Do the whole gaining experience thing and learn from those who have been doing this for years. However, do not lose your student mindset. It's when you were a student that you were at your boldest and most expressive. Anyone can answer briefs but if you can do that while truly making it yours, then you might be on to something that's well beyond average daily work and simply meeting expectations.
How do you keep up with latest design trends? To what extent do design trends matter?
Trends do not really matter for me, nor does it for my company and brand. We stick to our own personal styles and launch things that we feel Makina needs to launch. Nonetheless, I do stay informed with trends. Being part of a few international design and creative organizations help me keep up to date.
How do you know if a product or project is well designed? How do you define good design?
Good design is one that looks good, answers the brief, adapts to users and fits in this day and age. Great design is one that has a defining personal touch, goes beyond the brief, one that users are willing to adapt to and is timeless.
How do you decide if your design is ready?
When it triggers the exact emotional response I intended from people I show it to.
Would you tell us a bit about your lifestyle and culture?
I was born in the Philippines but my lifestyle and culture is pretty difficult to define having lived in different parts of the world since an early age. I think city life has played a huge role in defining who I am. I have only really lived in mega cities like Manila, Hong Kong, Beijing, Dubai, Los Angeles and, now, New York. One of the things the advantages in living in some the cities mentioned is that it has helped me stay informed with the absolute latest in trends and innovation.
Would you tell us more about your work culture and business philosophy?
People who work directly for Makina work remotely and work from at least 5 different cities across the globe at different time zones. We've been doing this since before the pandemic and have fully embraced this non-traditional but connected way of working. It helps keep things happy and balance out the stress that comes with the work. I am quite demanding when it comes to everything about our company but people have the freedom to choose when and where to do the work so long as they get things done well and on time.
What positive experiences you had when you attend the A’ Design Award?
Having submitted to A'Design Award this year has all been a positive experience from us as it helped us reaffirm that principles like ours work: being true to ourselves, not having the need to follow trends, not having the need for sales to dictate what our products look like. I think the existence of award organizations like A'Design Award is critical in keeping design and quality standards high and in giving people ambition, direction and something to to strive for.

Extended Interview with Danilo Villanueva & Makina & Co

Could you please tell us about your experience as a designer, artist, architect or creator?
I graduated with a multimedia design background. Although the advertising industry is not exactly the same as the design industry, I was able to use my design skills through out my entire advertising career. Ever since the birth of my own company, Makina & Co in 2014, I have been very hands on with graphic and product design.
How did you become a designer?
Design is a path I took because it's what I excelled in the most. I excelled in it because I was passionate about it. I realized this at an early age, all the way back in high school and probably earlier.
Which emotions do you feel when designing?
Product design. Not long from now, I would like dive into architecture and interior design.
What particular aspects of your background shaped you as a designer?
Go to school. 4 years of that helped shape who I am today. Because in those 4 years, designing was all that I was doing non-stop everyday. I can't say the same thing was possible during my early or current design career. It's really the best time to hone in on your primary skill. Once you have that, work on your people skills as early as in your first job.
What is your growth path? What are your future plans? What is your dream design project?
A good designer answers the brief, makes beautiful things that adapt to users. A great designer goes beyond the brief, makes beautiful things that users adapt to.
What are your advices to designers who are at the beginning of their career?
Besides determining whether a design aligns with the brief, is aesthetically pleasing and is functional, I rely on first impressions. How a certain piece of design makes me feel at first glance, is important to me. First impressions are usually governed by how new and how bold what it is that I am looking at. It either excites me or it doesn’t. This, from my point of view, is what normally separates great design from good design
How do you know if a product or project is well designed? How do you define good design?
"Perfectly imperfect" is an ingredient I try to inject on all our work. It makes things feel newer and less predictable. Perfect is boring. Perfectly imperfect reflects humanity and daily life.
What is your biggest design work?
Cartier's Santos Dumont timepiece which is the first pilot watch ever created. It was bold when it first came out for more than a century now. And it's timeless icon.
Would you tell us a bit about your lifestyle and culture?
Be more observant. Take inspiration from real experiences and physical objects more. Travel more. Get inspired by things outside the industry you're designing for.
Would you tell us more about your work culture and business philosophy?
The second thing I was good at was coding. So probably something in Computer Science.
What are your philanthropic contributions to society as a designer, artist and architect?
To me, design is when idea, beauty and function come together to evoke an emotional response from its users.

Stay Updated with Latest Design News

By clicking Sign-Up, you are opting to receive promotional emails from A' Design Awards, World Design Rankings, World Design Consortium and Designers.Org You can update your preferences or unsubscribe any time.

You are now at the right step

Join Designers.org & Start Promoting Your Design Worldwide.

Create an Account