interview for Muse with Erika Leyva and Alejandro Santamaría, who are co-founders of Selfish and passionate entrepreneurs, each of whom brings to their company a solid foundation in multimedia and international business, respectively. Their entrepreneurial journey was inspired by their fascination with the combination of technology and creativity.
M: Give us a brief biography of yourself and your creative experience.
Our names are Erika Leyva and Alejandro Santamaría, and we are two passionate Mexican entrepreneurs, 33 and 34 years old, with a solid background in Multimedia and International Business, respectively. Our journey in the digital world began early, driven by a fascination with the intersection of technology and creativity.
After honing our skills on various multimedia projects and exploring the global business landscape, we co-founded a web development agency. Our work is a combination of innovative design and strategic business acumen.
Recently, our dedication to creativity and technical excellence was recognized by the MUSE Creative Awards for the design and development of selfish.com.mx, a project that demonstrates our commitment to pushing the boundaries of web design.
M: What made you become/why did you choose to be creative?
Our journey to becoming creatives was driven by a deep appreciation of the transformative power of digital media.
Alejandro: For me, with my experience in multimedia, it was the unlimited potential of visual and interactive storytelling that captivated my interest.
Erika: With a background in International Business, I was equally fascinated by how digital platforms can transcend borders, connecting ideas and cultures. Together, we saw an opportunity to merge these perspectives, creating digital experiences that are not only visually stunning but also resonate globally.
M: Tell us more about your business/company, your professional profile, and what you do.
Our web development agency is dedicated to creating unique digital solutions, with a strong focus on functionality and strategic business alignment.
Alejandro: My role, with experience in multimedia, focuses primarily on project management with an emphasis on complete development.
This involves overseeing the technical aspects of our projects, ensuring robust and scalable web architectures. My partner, with her experience in international business, focuses on improving the customer experience.
Their role is crucial in ensuring that our digital creations not only captivate visually but also offer a seamless and engaging user journey. Together, our combined strengths allow us to deliver comprehensive and sophisticated web solutions to our clients.
M: What does “creativity” mean to you?
For us, creativity is the art of turning imaginative ideas into reality. It's a dynamic process that combines intuition, innovation, and problem-solving.
In our field, creativity isn't just about aesthetics; it's about finding unique solutions that balance form and function. It means thinking beyond conventional boundaries and daring to experiment with new concepts.
Creativity, in our view, is also about adaptability: responding to constantly changing digital landscapes with solutions that are not only effective today but also resilient for tomorrow. It is this combination of vision, versatility, and technical skill that defines creativity in our work.
M: For you, what makes an idea and/or design “creative”?
From our perspective, a "creative" idea or design is one that achieves a harmonious balance between innovation and purpose. It's about breaking the mold, but in a way that adds value.
Creative design is not just visually striking; it communicates a message, evokes emotions, and engages the user. It is both intuitive and insightful, and it solves problems elegantly and effectively.
Creativity thrives on originality, but it must also be based on practicality, ensuring that the design is not only imaginative but also functional and user-centered.
M: Tell us about your creative and/or design process.
Our creative and design process is collaborative and iterative, rooted in both strategic thinking and artistic exploration. It begins with a deep understanding of the client's vision and objectives. We then engage in brainstorming, where ideas are freely shared and refined. This phase often involves sketching, mood boards, and prototyping, allowing us to visualize concepts.
Next, we focus on the design execution, where our extensive development experience comes into play, ensuring that the design is not only aesthetically pleasing but also technically sound. Throughout this process, we maintain constant communication with our clients, ensuring that their feedback and insights shape the evolving design.
Finally, we rigorously tested and refined the product, focusing on user experience and functionality, to ensure that the end result is not only creative but also consistent, easy to use, and aligned with the client's business objectives.
M: What is your favorite part of the creative process and why?
Our favorite part of the creative process is the initial brainstorming and conceptualization stage. This phase is exhilarating because it's full of limitless possibilities and unbridled creativity. It's where we can think outside the box, challenge the status quo, and come up with innovative solutions.
The thrill of transforming an abstract idea into a potential digital solution is incredibly rewarding. This stage lays the foundation for the entire project and sets the tone for the creative journey ahead. It's a phase of discovery, both for us and our clients, and it's where the true magic of creativity begins.
M: Describe your creative style and its main characteristics.
Our creative style is characterized by a fusion of modern aesthetics and functional pragmatism. We combine contemporary design elements with intuitive user interfaces, ensuring that every project is visually appealing and easy to use. Our style often incorporates bold imagery and interactive elements to create engaging experiences.
Essentially, our approach is storytelling: using design to communicate a brand's message in a compelling and memorable way. We also prioritize adaptability in our designs, ensuring they are responsive and scalable across various platforms. This balance between artistic expression and practical design solutions defines our unique creative style.
M: Do you think your country and its cultural heritage have an impact on your creative process?
Certainly, our Mexican heritage, particularly its contemporary aspects, profoundly influences our creative process. Modern Mexican style, known for its clean lines, vibrant color combinations, and innovative use of space, resonates deeply in our work.
This contemporary aesthetic, while rooted in tradition, reflects a forward-thinking mindset that aligns perfectly with our approach to digital design. It inspires us to create designs that are not only visually striking but also embody the spirit of modern Mexico: dynamic, progressive, and constantly evolving. This connection to our contemporary cultural roots allows us to infuse our projects with a unique and culturally rich perspective.
M: Congratulations! As the winner of the 2023 MUSE Creative Awards, what does receiving this distinction mean to you, your company, and your team?
Winning the 2023 MUSE Creative Awards is a tremendous honor for us and our team. It is a testament to our hard work, dedication, and creative vision. This recognition not only validates our efforts but also inspires us to continue pushing the boundaries of web design and development. It affirms our commitment to excellence and encourages us to maintain our high standards.
For our team, it's a source of pride and motivation, and for our company, it enhances our reputation, opening doors to new opportunities and collaborations. Overall, this award is a milestone that fuels our passion for creativity and innovation in the digital space.
M: Can you tell us a little about the winning work you presented at the MUSE Creative Awards 2023 and why you chose to participate in this project?
The project we joined was the design and development of the website for selfish.com.mxThis project stood out for its innovative approach to web design, integrating cutting-edge technology with a user-centric interface.
We chose to participate in this project because it embodies our ethos of combining creativity with functionality. The site featured immersive interactive elements, a clean and modern aesthetic, and a seamless user experience, while also effectively communicating the brand's story.
We believed that this project not only showcased our technical skills but also our ability to create a digital experience that resonates with users on a deeper level.
M: What was the biggest challenge with this project?
Absolutely. The biggest challenge in the selfish.com.mx project was intricately weaving the enhanced brand identity elements into the website's design and functionality. Our goal was not only to create a visually captivating site, but also to deeply integrate the refreshed brand identity into every aspect of the user experience.
Balancing these sophisticated branding elements with technical performance and ensuring seamless navigation was complex. This forced us to think creatively about how to incorporate these identity elements in a way that was both aesthetically pleasing and functionally effective, reflecting the brand's essence at every touchpoint.
M: How has winning an award developed your practice/career?
Winning the MUSE Creative Awards has had a significant impact on our practice and career. It has raised our agency's profile, attracting the attention of a wider range of clients and industries. This recognition has opened doors to exciting new opportunities and collaborations. It has also boosted our team's morale, reinforcing their commitment to excellence.
Professionally, it has been a catalyst for growth, allowing us to expand our services and explore new creative frontiers. The award has also enhanced our credibility, making it easier to gain the trust of potential clients and partners. Overall, it has been a pivotal milestone that has spurred both personal and professional development.
M: What are your three (3) favorite things about our industry?
Constant innovation: The industry is constantly evolving and offers endless opportunities to experiment with new technologies and creative concepts. This dynamic environment keeps our work exciting and challenging.
Creative collaboration: We love the collaborative nature of our work, where we can combine diverse skills and perspectives to create something truly unique and impactful.
Global impact: The ability to create digital experiences that can reach and resonate with a global audience is incredibly rewarding. Our work not only connects people but can also transcend cultural and geographical boundaries.
M: What makes your country specifically unique in the creative industry?
Absolutely! Guadalajara, where our agency is based, is often hailed as Mexico's tech hub, which significantly contributes to the country's unique position in the creative industry. Known as Mexico's Silicon Valley, Guadalajara is a melting pot of technological innovation and creative talent.
This environment fosters a unique blend of cutting-edge digital expertise and rich cultural influences, enabling us to push the boundaries of digital design and development. Being at the heart of this technology hub allows us to stay at the forefront of technological advancements, infusing our creative processes with the latest trends and knowledge, and setting our work apart in the global creative landscape.
M: Where do you think the evolution of the creative industry will go in the next 5 to 10 years?
Over the next 5 to 10 years, we anticipate significant developments in the creative industry, particularly in web development and digital design:
Integration of AI and machine learning: These technologies will increasingly automate and improve design processes, enabling more personalized user experiences.
Virtual and augmented reality: The rise of virtual reality and augmented reality will transform the way users interact with digital content, leading to more immersive and interactive web experiences.
Sustainability and ethical design: As global awareness of environmental and social issues grows, there will be a greater emphasis on sustainable and ethically responsible design practices in the creative industry.
M: If you were a student entering this industry or an aspiring presenter of a MUSE Creative Awards, what advice would you give them?
For students or those aspiring to submit entries to the MUSE Creative Awards, our advice is:
They should stay curious and keep learning: the industry is constantly evolving, so continuous learning is key. Embrace new technologies and creative methodologies.
Cultivate a unique style: While technical skills are important, developing a unique creative voice sets you apart.
Be persistent and open to feedback: rejection and criticism are part of the journey. Use them to refine your skills and approach.
Working on exciting projects: these projects often reflect your best work and can be excellent portfolio pieces for awards like MUSE.
M: What resources would you recommend to someone who wants to improve their skills in the creative industry?
To improve skills in the creative industry, we recommend:
Online learning platforms: Websites such as Coursera, Udemy, and Skillshare offer a wide range of courses in web design, development, and other creative skills.
Industry blogs and publications: Stay up-to-date with trends and insights through resources such as Smashing Magazine, Awwwards, and Behance.
Networking events and conferences: Attend industry events and workshops to gain knowledge and connect with professionals.
Practice and personal projects: nothing beats hands-on experience. Working regularly on personal projects can significantly improve your skills.
Feedback and mentoring: Seek constructive feedback from peers or mentors in the industry to refine your approach and techniques.
M: Who has inspired you in your life and why?
Throughout our journey, we have been inspired by a wide range of people. Cristiano Ronaldo's unparalleled dedication and work ethic in football remind us of the power of perseverance and discipline to achieve excellence.
Alan Turing's groundbreaking work in computer science highlights the importance of innovation and innovative thinking. Richard Branson's entrepreneurial spirit and willingness to take risks in business encourage us to face challenges with courage.
Finally, Travis Kalanick's role in revolutionizing the transportation industry with Uber inspires us to disrupt traditional models and think creatively. Each of these individuals exemplifies virtues that resonate deeply with our personal and professional ethos.
M: What's your key to success? Any parting words of wisdom?
Our key to success is a combination of continuous learning, adaptability, and genuine passion for our work. In the rapidly evolving digital landscape, maintaining curiosity and openness to new ideas has been crucial. We believe in the power of teamwork and the importance of building a culture where creativity can flourish.
Our parting words of wisdom for aspiring creatives would be: never underestimate the value of persistence and resilience. Embrace every challenge as an opportunity for growth and always stay true to your vision while remaining open to new perspectives.
This article was originally published in https://muse.world/interview-with-erika-leyva-and-alejandro-santamaria-from-mexico/
