Sociedad Anónima

What is the story of your studio ? From 2000 to 2005, Sociedad Anónima’s founder Rodrigo Tovar was working as an independent designer in Mexico City, trying to find his way through the design he was interested in. In those days, there were no many studios working with interesting projects as today. Then, when Rodrigo started to work on more projects, he contacted his college buddy Francisco Rueda to join him… This is how the studio Sociedad Anónima started in 2006. 

Do you have a particular design process ? We believe in pretty classic approaches, we can quickly explain it for newcomers in the field. Once we received the client’s brief we start making a research about what is involved in the project. We begin conceptualising around all of these ideas and mood we plan to give to the brand or whatever we are working in. After we set up the concept, we look for visual references that approach to what we have in mind about the project. Then only, we start drafting and sharing ideas between the team to come up with several approaches. From those approaches we present to the client a couple of graphic proposals, and from the winning concept comes the final execution where we adjust the final details based on the client’s input and on our own perception. 

Do you think your work is connected to your locality ? We believe that each project has to be connected with their own mood and location. In other words we think that our projects are not connecting with our own locality but with each project's. For example a winery located in Baja, California would not be influenced by the same surroundings than a restaurant in São Paulo. This is why we try to make an universal work, as long as it makes sense.  

How do you see your studio in five years ? We would like to continue to be proud of our work, but also to become a place where young designers can learn and contribute as part of the studio. We would also like to develop a more experimental work, such as projects that are made by the studio and for the studio. Finally, we would want to keep on collaborating with personalities outside our field, we like trying new things out of our comfort zone.  Interview conducted in November 2015 ©ktlg