I'm starting this blog (yes, writing a blog in the middle of 2026 🙌) because I'd like to share all the "dirty laundry" of the process, the making-of, the discarded decisions, the mistakes, and everything that we wouldn't share on Instagram because it's ugly, or on LinkedIn because we don't want to look inexperienced. I want to talk about how projects are born, how they transform, or how they sometimes go through horrible versions before reaching the final result. In short: to demystify creative work a bit.

In the social media showcase we currently live in, comparing yourself is inevitable. You see other flawless projects, and it seems like everyone else's talent is always better and flows effortlessly. While I don't doubt there are designers who are exceptional geniuses with innate talent, my experience so far with other designers and creatives I've met is that our reality is much more down-to-earth. In the end, it's a job of persistence, of messing up a lot, and of learning to live with versions that don't work until, little by little, everything clicks and you get something presentable—or, in the best of cases, brilliant.

Usually, this process is hidden. We only show the results because we prefer to project an image of absolute confidence, as if ideas arrived fully finished and we made design decisions on the fly. By doing this, we end up hurting our own profession, because we create a vision of creative work that is highly unreal and practically impossible to sustain.

Personally, I believe a designer's work is, to a large extent, a process that can be demystified and shared. And even more so now, when AI tools generate immediate results. The difference is no longer in speed or technique, but in criteria, in the system, and in the process.

I hope this space is not only useful for me—to organize my own ideas and lose that fear I sometimes have of exposing myself. I'd like it to also serve as a meeting point for those who value the craft and the things that take time. My intention here isn't to write like an expert, but as someone who still loves exploring new ways of making and looking at things.

There are endless possible paths to understanding design today, and mine starts here. I hope I don't get lost or take too many detours.

Or, on second thought… I hope I do.