Hector Hurtado, creative director, co-founder

Team graphility: Hector Hurtado, creative director & co-founder

Expertise: experience design, service design, product design.

Skills: rapid prototyping, multichannel marketing, photography.

Roles: Creative director, product owner.

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What is your position at graphility?

As Creative director, I am the Single Point Of Contact. My role is to lead our clients through their digital transformation, by framing their value proposition and audience, then designing and coaching from concept to delivery.

What was your motivation to open your own agency?

Before embarking on this adventure, I filled different positions, from functional analyst to web project coordinator. One thing that struck me in most companies was the complexity of seemingly simple projects. Being a fan of all things Agile, I believed there was room for improving communication channels and productivity. And being an individualist at heart, I had to do it my way! [laughs] I decided to focus on brand identity and design, my preferred fields.

Individualism, that’s a bold statement!

People confuse individualism with egoism! The contrary of egoism is altruism, the contrary of individualism is collectivism. There is little point in restraining the individual, I believe instead in nurturing what makes each of us unique, and to perform that ability as best we can. This notion relates so much to branding, I want it to permeate with our clients. We live in a global age, be competitive by defining your difference!

Agile methodologies relate to software development, how did you know about these?

Although I have a creative personality, some previous jobs were very analytic in nature. I have web and database development experience under my belt. In 2001, I was lucky to be part of an informal Extreme Programming team, and it has tickled my interest ever since. Today at graphility, we apply a mix of Lean and Scrum practices.

What do you mean by creative personality? Can you tell us how did it all start?

Oh, I cannot imagine life without creation! I like to understand how things work, if only to challenge the concept and come up with a refined solution. As a good Libran, I am a lover of the arts. Ever since I was a child, I have performed one form of art or another, mostly graphic. I tried music but I express myself best with chalk, ink, brush, and lens. I am a visual thinker, really!

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