Interviews med Pancho González

I studied advertising with a passion for understanding visual communication's impact on culture and business. My background includes formal education in copywriting, social media, graphic design, media, advertising, digital marketing and ongoing learning through global exposure and collaboration.

I am motivated by the ability to tell stories, solve problems, and evoke emotions through design. It’s a powerful way to connect ideas and people, creating something meaningful and impactful.

Becoming a creative director was a matter of lucky, long story. I’ve always been drawn to creativity and visual expression, so pursuing this path felt natural even though.

As a creative director, my designs span branding, advertising campaigns, and experiential concepts. I’d love to explore more projects at the intersection of design and sustainability.

Stay curious, embrace feedback, and develop a unique voice. Understanding human behavior is as important as mastering design tools.

A good designer meets expectations; a great designer surpasses them by bringing innovation, emotion, and purpose to their work.

Good design solves a problem, is aesthetically pleasing, and communicates effectively. It should evoke a reaction, whether it’s admiration, curiosity, or inspiration.

Good design enhances user experience, builds brand trust, and fosters emotional connections. Investing in it translates to better business and societal outcomes.

I’d love to design for cultural institutions or create designs that blend technology and tradition, such as an interactive art installation.

A project that combines design, technology, and education to address social issues would be a dream come true.

Collaboration, empathy, and resilience. Listening and adapting are my secret ingredients.

Paul Rand, Massimo Vignelli, and more contemporary figures like Stefan Sagmeister inspire me with their timeless approaches.

I admire designs that redefine norms, like the Coca-Cola branding evolution or Apple's product designs. They’re simple yet profound.

My most significant design is often my latest project—it reflects my current growth and thinking.

Practice, seek mentorship, and observe the world. My growth came from embracing challenges and continuous learning.

I've done the same

Design is the bridge between functionality and beauty. It’s purposeful creativity that transforms ideas into reality.

My wife, my family, my son, mentors, and team have been invaluable supporters throughout my journey.

Curiosity, persistence, and an understanding of the problem you’re solving.

Early in my career, gaining recognition and trust was challenging. Overcoming this required persistence and boldness.

Clear storytelling and connecting the design to the client’s goals are vital. Presenting with confidence is key.

I’m exploring how AI and sustainability can converge in design—stay tuned!

To create ideas that inspire change and are remembered for their impact.

People expect creativity, leadership, and the ability to elevate ideas into something extraordinary.

Design can promote awareness, inclusivity, and innovation, shaping a better future.

I’m working on a branding project with a deep social and environmental purpose.

The projects where I collaborated deeply with others and made a tangible impact are most rewarding.

More emphasis on ethical design and inclusivity is needed.

Design will integrate with AI, data, and sustainability, offering endless possibilities.

It varies; great design often requires iterative processes.

I begin with research and understanding the client’s vision and audience needs.

"Create with purpose, innovate with heart."

Design should set trends while reflecting cultural shifts.

It’s a tool to enhance creativity and solve complex problems.

Adobe Suite, Procreate, and increasingly AI-based tools are in my arsenal.

These are the soul of design, bringing emotion and context to life.

“What inspired you to choose this specific approach?”

I admire its simplicity and the thought process behind it.

Collaboration enriches creativity, so yes, I believe in co-design.

Colleagues, mentors, and creative partners have been instrumental.

"Designing Brand Identity" by Alina Wheeler and "Steal Like an Artist" by Austin Kleon.

"Designing Brand Identity" by Alina Wheeler and "Steal Like an Artist" by Austin Kleon.

"Designing Brand Identity" by Alina Wheeler and "Steal Like an Artist" by Austin Kleon.

Awards are humbling. Staying grounded and focused is essential.

Color: Blue. Place: Patagonia. Food: Sushi. Season: Snow. Thing: Skateboard. Brand: Apple.

Presenting a logo to a client and realizing the initials accidentally formed an unintended word—it was a hilarious and humbling moment.

Seeing an idea come to life and resonate with people.

My love for art and storytelling hinted at a creative future.

In a thousand years, design will blend with human consciousness and universal connectivity.

In a thousand years, design will blend with human consciousness and universal connectivity.

Actually, I am not a designer, I am an advertising man, I started as a copywriter, then I became a creative director, and finally a chief creative officer in my own agency. I never thought about being an advertising man, I wanted to be a doctor but I lacked the score to enter that career.

Inbrax is an integral creative agency that works for local and global brands, we have business in Peru and we are dedicated to solving business problems with creativity. Currently are working 45 people and the agency had been awarded locally and internationally.

Design is to express with an image (even if it's a letter) a storytelling to engage a user or consumer.

I love those works with minimal execution.

Karin Rashid watches, any kind.

The logotype for a radio broadcast.

The most that I like is social media. Designing for this is challenging.

When I see my work published.

Not missing the business DNA or the value proposal of this.

Exciting, courage, overwhelming.

I feel awarded!!!

Art direction, crafting, execution, originality.

How properly is expressed the brief in the design.

How can your design can solve a social issue, not just a design.

Is taking things from new technologies.

I exhibited the ADC here in Chile, 7 years ago. And I would like to bring to Chile A'Design 2019 winners.

The street, my son, my team, my family, my background, everything.

We look for the unexpected abstraction.

I live in Chile and sometimes this large and thin country affects our mindset in terms of thinking too locally.

Totally collaborative, our clients are art of the creation.

having a clear and inspiring design brief.

We have a kickstart with every client then we do some research to inspire designers minds and the go.

Blender, my iPhone, my Jeep, a Romero Britto sculpture, and my Mac.

Non stopping basically.

Just pursuing what you believe.

Negative: everything is inspiring, your mind does not have a break.

Positive: people will see or use what you designed.

Is not done till is done.

Drawing, painting, crafting, sketching and then high skills on design softwares.

All of the design books available online and offline we have a giant inner library at Inbrax.

We set a timing to accomplish the design and period, we don't try to look for a piece of art, we deliver a lot of things during the day.

We don't focus on product. Just graphic design, packaging, branding, corporate design, etc.

Where did you inspire?

Leading my own shop: Inbrax, as entrepreneur.

Local and global brands, such as Cencosud, Citroën, Komatsu, Cummins, Sodexo, etc.

Branding, is like a baby coming with your personality and character.

Export our designs everywhere.

We work in teams.

Not at the moment.

Across Inbrax's social media or to my email pancho@inbrax.cl or my mobile: +56992387965

I love this game!

The concept began with a simple question: How can we elevate everyday commuters into storytellers for the Metro brand? During brainstorming, we identified that commuters interact with the Metro not just as passengers but as part of their lifestyle. By observing behaviors, we realized Metro-branded items had untapped potential to be symbols of identity and urban pride. We worked collaboratively with the photographer and the creative team to ensure the campaign authentically reflected this insight. Execution involved selecting real commuters, not models, to feature in real-life scenarios. This approach lent credibility and relatability to the campaign.

The inspiration stemmed from the realization that public transportation is integral to daily life and culture in Santiago. Instead of viewing Metro products as functional items, we reframed them as extensions of personal expression. Just like tote bags or t-shirts can symbolize lifestyle choices, we envisioned Metro products doing the same. The idea was to connect with the commuter's emotional journey—transforming a simple travel accessory into a badge of pride and identity.

Authenticity was non-negotiable. While we aimed to drive sales, we understood that the campaign’s success depended on accurately reflecting Santiago's cultural diversity. We prioritized inclusive storytelling by showcasing individuals from various age groups, professions, and neighborhoods. We ensured that the visuals highlighted real-life moments of connection between people and Metro products, which naturally aligned with the commercial goal of creating desirability.

Our approach was rooted in authenticity over perfection. We collaborated with an amazing photographer (David Calderón) experienced in street and lifestyle photography. Instead of staged shoots, we encouraged spontaneous interactions in natural settings, the Metro itself. Lighting and framing were kept minimal to emphasize realism. Additionally, we focused on storytelling—each photograph aimed to capture a moment that resonated universally, such as a commuter using a branded water bottle at a park or a student with a Metro tote bag at a coffee shop, all these situations in places nearby the Metro and its facilities.

The challenge was to expand the narrative of Metro products while keeping the campaign rooted in the subway context. To address this, we used split-screen designs: one side depicted the product in the subway, while the other showed it in outdoor use, creating a bridge between the Metro and the broader city experience. This duality allowed us to maintain relevance within the advertising space while emphasizing versatility.

We focused on storytelling over mere functionality. While other metro systems often prioritize efficiency, we infused Santiago’s cultural vibrancy into the products and their presentation. Collaborating with the creative team, we created limited-edition items inspired by Metro's landmarks and iconography. This strategy transformed the merchandise into keepsakes and lifestyle items, setting it apart globally.

Cultural resonance was achieved through inclusivity. We conducted a social research throughout our planning team to understand commuter preferences and identified design elements that appealed across demographics. For example, bold, modern aesthetics appealed to younger commuters, while traditional motifs attracted older audiences. Every aspect of the campaign was tailored to reflect Santiago’s collective urban identity.

We employed a hybrid technique combining natural photography and subtle post-production. By keeping shoots in real-world locations and using natural light, we ensured authenticity. Post-production was used only to enhance the merchandise over a black and white execution that requieres more control, ensuring the products blended seamlessly into the scenes without overshadowing the narrative.

The next evolution involves deeper personalization. Interactive digital tools could allow commuters to customize Metro products, adding their own creative touch. We’re also exploring partnerships with local artists to create limited-edition collections that further integrate community input and reflect Santiago’s evolving urban culture. All this ideas and more merchandise it is available at Bazar Metro,

We tapped into the insight that urban consumers value functionality paired with identity. In a fast-paced city like Santiago, products need to serve dual purposes: utility and self-expression. Observing trends in urban fashion and commuter behavior, we understood that Metro products could transcend their utility to become symbols of pride, creating an emotional connection with the audience.