GDUSA starts each year by choosing a group of People To Watch who embody the spirit of the creative community. The criteria: individuals who we respect for a combination of talent, leadership, newsworthiness, insight, business savvy and community involvement.
LUIS FITCH + CAROLINA ORNELAS CO-FOUNDERS, UNO BRANDING
Spot-on cross cultural design solutions are a given for Mexico natives, and UNO co-founders, Luis Fitch and Carolina Ornelas. Growing up in Tijuana, Mexico together, working abroad in Europe, and working/living in multiple U.S. locations (from East Coast to West Coast, from Midwest to Deep South), they have a shared understanding of acculturation and culture blending. They draw on their vast cultural experiences for strategy and design inspiration. Arts, music, food, festivals, sports, architecture, decor, traditions, and holidays all influence their work. Their partnership chemistry is rooted in a shared cross-culture journey and mutual passion for experiencing diversity. Favorite pastimes even align: international travel, foreign films, ethnic food, flea markets, museums, fine art, and DIY projects. Given their complementary business talents, dividing UNO’s leadership roles came naturally. Strategic missions are shared; Luis leads creative ventures while Carolina drives operations and account management. Their staff is handpicked to be multicultural and adept at the cultural/idiomatic differences that characterize the U.S. mass market. Luis and Carolina very deliberately built an agency of broad perspective and future-oriented thinking… with deep respect for the past.
THOUGHTS ON THE STATE OF GRAPHIC DESIGN
We feel very optimistic about the future. It seems to us that our clients have a better understanding of the importance of the Hispanic market. Additionally, Hispanic culture is having a profound effect on music, sports, food, art, fashion and finally politics. This creates a lot of opportunities for any design agency that specialize in this wonderful culture.
We do not discriminate; we like them all!
FAVORITE TV SHOW?
Mi Libro Má gico
Any movie directed by Alejandro Jodorowsky
FAVORITE MUSICIAN OR BAND?
Massive Attack and Radiohead
FAVORITE FINE ARTIST?
Census.gov and pewhispanic.org
TALENT YOU WISHED YOU POSSESSED?
GREATEST STRENGTH AS A DESIGNER?
Able to visualize
BIGGEST WEAKNESS AS A DESIGNER?
Give away strategy