Hector Hurtado, creative director, co-founder

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

Expertise: experience design, service design, product design.

Most used skills: UX research, rapid prototyping, copywriting.

Roles: Creative director, product owner.

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What is your role at graphility?

As Creative director, my role towards our clients is to act as Single Point Of Contact of the creative process. I lead them through their digital transformation by framing their value proposition and audience, then designing and coaching from concept to delivery.

I do not ideate from an ivory tower. Instead, I eagerly join teams in the trenches to foster collaboration and motivate people to produce their best work.

Why open an agency for creative direction?

Before embarking on this adventure, I worked as employee for a few companies. One thing that struck me was the overarching complexity of any project. Somehow, the problem to solve was never as complex as its management or some bureaucratic limitation. Being a fan of all things Agile, I believed there was room for improvement. And being an individualist at heart, I had to do it my way! [laughs]

I have an eclectic background in design, development, linguistics, and visual arts. This affords me a cross disciplinary view. I am interested in emergent behaviors: when skilled people get together to create something grand. Such groups need a conductor who lets each member shine while leading the result to something bigger. I do my best to fit that role.

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!

What is your favorite part of the creative process?

My favorite part is the conceptual phase between ideation and implementation. Assumptions have been made that must now be tested as you draft the first prototype. Interviewing users in the field is an eye opening experience, it motivates me to pursue simplicity. But eventually, the end result trumps the rest. Ideas change during the lifetime of a project, but judgement is passed on the end result. It ain’t over till it’s over.

Can you share some sources of inspiration?

My favorite book is Ayn Rand’s The Fountainhead. And my favorite artwork is perhaps this photograph of Sylvia Guillem by Richard Avedon. Both strong aesthetic works of individualism and simplicity.

I admire highly driven people such as Steve Jobs, Dieter Rams or Frank Lloyd Wright. I find beautiful works on dribbble or Pinterest, watch movies, read a ton on and offline… I try as much as possible to let go of what I see, to get inspired and let that echo at the outskirts of my concepts, instead of center stage.

Any parting advice?

I would share the same advice I give to my teams: focus and drive is more important than any knowledge you previously acquired. In today’s world, most knowledge is a few fingertips away. So, if you want to achieve a goal, keep learning and do what it takes to get there!

“Hard work beats talent when talent doesn’t work hard.” ~ Kevin Durant

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