Person
Carolina Justus
Brand & Marketing
DesignWho is Carolina Justus in the Agency editorial?
Carolina Justus, interviewed in Creative.2 of the Agency editorial, is a designer with experience in sales who comes from Paraguay and speaks three languages. She describes herself as an idealist and a dreamer who expects the best of people. At 24 she was living in Barcelona for her Master of Arts, and developing her family's brands was the first time she considered an independent career. Her process starts by putting herself in the audience's shoes, and for her knowing that audience matters most in a design.
In short
Creative.2, published in April 2023, is the interview of Carolina Justus in the Agency editorial. She says she comes from Paraguay and speaks Portuguese, Spanish and English. She recalls her Master of Arts, taken in Barcelona at 24, as a breakthrough period, and says her first choice of career had been medical school. The design project she is proudest of is the branding of her family's brands, the first work she did for a company she also owned. Her creative process starts by putting herself in the shoes of the target audience, and she holds that design is worth the investment in branding because, as she puts it, we eat with our eyes. She also says that working in sales made her think about what marketing could do differently to increase sales. Creative.1 names her only in its closing summary of interviews, which links to her edition.
Key facts
- How does the author introduce Carolina Justus?
- In Creative.2 he says the two worked at Flavors of Americas in asynchronous moments and met later. He says he was seized by her passion for communication and branding and that her executive experience goes well beyond that.
- Which project is she proudest of?
- Developing her family's brands. She says it was the first time she created work for a company she also owned, and the first time she considered a more independent career and a business of her own.
- How does she describe her creative process?
- Her first move is to put herself in the shoes of the target audience and understand how they think, spend and live. From that she develops a strategy, and she also works with a checklist of everything she thinks a company needs nowadays.
What does Carolina Justus say about her background?
Asked which film genre her life would be, she answers that it began like a joyful Wes Anderson film, went through a reality like the Matrix of the Wachowskis and has now turned dramatic, with a main character searching for her next big step. She describes herself as idealistic and a dreamer, says she comes from Paraguay and speaks three languages: Portuguese, her mother tongue, Spanish, her father's, and English, the one she prefers since childhood. She studied for a Master of Arts in Barcelona, where she was the youngest of her class, and says school was always easy for her. Before arts and graphic design, her first choice was medical school.
What does she say about design, branding and sales?
On design in the branding process, she says that an interesting design to look at is always a win and fully worth the investment, and that the most important factor when developing a design is knowing the target audience. About her executive sales experience she cannot give figures, because she signed a non-disclosure agreement, but says sales opened her mind to new possibilities and made her think about everything she could do differently in marketing to help increase sales. She adds that today she would gladly represent a cannabis or a fashion company, especially her own.
The author plays with the Latin origin of her surname and asks which philosopher or author helps her find balance. She names two: Lao Tzu, who makes her see the world more lightly, and Seneca, who keeps her motivated and wanting to learn more. If she ever writes a book, she says, it will be about her own story, written in a cabin in the woods after she has travelled the whole world. Asked to name a newly discovered star, she answers Spes.
Source editions
Where this entry comes from in the Agency editorial.