[et_pb_section bb_built=”1″ _builder_version=”3.22″ background_color=”#80c9e6″ custom_padding=”54px|0px|100px|0px|false|false” top_divider_style=”asymmetric4″ top_divider_color=”#710067″ top_divider_height=”250px” top_divider_flip=”horizontal” next_background_color=”#ffffff”][et_pb_row _builder_version=”3.25″ max_width=”80%” use_custom_width=”on” width_unit=”off”][et_pb_column type=”4_4″ _builder_version=”3.0.47″ custom_padding=”|||” custom_padding__hover=”|||”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=”1″ fullwidth=”on” _builder_version=”3.22″ top_divider_style=”asymmetric4″ top_divider_color=”#80c9e6″ prev_background_color=”#80c9e6″ next_background_color=”#000000″][\/et_pb_section][et_pb_section bb_built=”1″ _builder_version=”3.22″ background_color=”#ffffff” custom_padding=”110px|0px|54px|0px|false|false” prev_background_color=”#000000″ next_background_color=”rgba(204,204,204,0.5)”][et_pb_row column_structure=”1_3,2_3″ _builder_version=”3.25″ max_width=”80%” use_custom_width=”on” width_unit=”off”][et_pb_column type=”1_3″ _builder_version=”3.0.47″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2021\/07\/diseno-grafico-lapsus-destacada.jpg” align=”right” force_fullwidth=”on” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”4.7.7″ vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px” z_index_tablet=”0″ border_radii=”|50%||50%|” border_color_top=”#80c9e6″ border_color_right=”#710067″ border_color_left=”#ba007e” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px”]<\/p>\n
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[\/et_pb_post_title][et_pb_text admin_label=”INTRO” _builder_version=”4.22.2″ text_text_color=”#666666″ text_font_size=”24px” custom_margin=”0%|0px|0px|0px” custom_padding=”0px|0px|0px|0px” background_pattern_color=”rgba(0,0,0,0.2)” background_mask_color=”#ffffff” text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n
We spoke with\u00a0Annie Dom\u00ednguez<\/strong> y Mary Urrutia<\/strong>, the creative minds behind\u00a0L\u00e5ps\u00fcs, an agency that cannot definned by only using the term graphic design<\/strong>.<\/p>\n With a work process that combines the real image and design tools with multitasking, these visual creators have managed to differentiate themselves with a unique style<\/strong> in which vibrant colors<\/strong> and a mixture of reality and fantasy<\/strong> are the protagonists.<\/p>\n Although the term graphic design is not enough to define their work, Mary and Annie are not strangers to the problems suffered in this sector. That is why we talk with them about issues such as fear -or not- of intrusion<\/strong>, the challenges when facing a project<\/strong>, the endless changes<\/strong> -or those that are made by the client without warning-, the perception of the value of creative work<\/strong> or the coordination with other teams<\/strong>.<\/p>\n We also took the opportunity to ask them about the origin of L\u00e5ps\u00fcs<\/strong>, the keys of their style<\/strong> and their current projects<\/strong>.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=”1″ prev_background_color=”#ffffff” _builder_version=”3.22″ background_color=”rgba(204,204,204,0.5)” parallax=”on” parallax_method=”off” custom_padding=”163px|0px|100px|0px|false|false” top_divider_style=”asymmetric2″ top_divider_flip=”vertical” bottom_divider_style=”asymmetric4″ bottom_divider_color=”#ffffff” bottom_divider_flip=”horizontal”][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”3.25″ max_width=”80%” use_custom_width=”on” width_unit=”off”][et_pb_column type=”1_3″ _builder_version=”3.0.47″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.7.7″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_font=”||||||||” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n The two minds behind L\u00e5ps\u00fcs \u2013Annie Dom\u00ednguez and Mary Urrutia\u2013 met in 2014 studying a master’s degree in advertising strategy and creativity at IED Madrid. The best anecdote is that our first experience together behind the cameras was as extras in a television curtain<\/strong> because one of our teachers was the director.<\/p>\n We had always had an interest for the creative world; Mary studied Photography at the CIEF in Caracas and Annie has a degree in Fine Arts from the UCM, but it was not until after completing the postgraduate course that we joined to collaborate together<\/strong>. At first, we combined other jobs with the realization of personal projects, and we invented a name of “creative studio” – Moonbow Lab – that no one was able to pronounce.<\/p>\n During this time, we also worked as an Artistic Direction team in ad shootings and we supported other filmmakers in their proposals with the creative development. With so many open fronts, we cannot choose a specific path or know what we really wanted to do, but we discovered that we needed to be masters of our own successes and failures, and unleash our passion<\/strong>.<\/p>\n Finally in 2017 we dared to take the step of formalizing our project and L\u00e5ps\u00fcs was born.<\/strong> So, here we are!\u00a0We are here today and we hope to be here for a long time. Everyone thinks that we call ourselves \u201csomos lapsus” [“we are lapses\u201d], and although we love that others call themselves lapses, it is L\u00e5ps\u00fcs, to dry. We are L\u00e5ps\u00fcs, and the rest has yet to prove that they are haha. And it is that thinking lapses is our way of creating and facing reality to a new vision free of prejudices … And for that reason, we are called L\u00e5ps\u00fcs!<\/strong><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.7.7″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_font=”||||||||” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n At first we could say fun and colorful, but if we respond based on how others define us, we would say disruptive.<\/strong> It’s funny, because even when we always tried to think outside the box and challenge the status quo, we were not aware that our work was directly associated with this adjective.<\/p>\n A style can have many qualifiers and ours is defined by L\u00e5ps\u00fcs. Identity seal that mixes two opposite universes; the real and the imaginary<\/strong>. A kind of magical literary realism applied to photography.<\/p>\n But, in a world where tags and keywords are the order of the day, it never hurts to add other qualities: naive, vibrant, energizing, optimistic, artisan, lighthearted, humorous, ironic, incoherent, random and even eclectic<\/strong>.<\/p>\n Our style is mutating based on our constant evolution, interests and learning…<\/strong> For example, when creating our compositions we have had a special predilection for weird textures, extravagant things and the number three. But the OCD of today will not necessarily be the same of tomorrow!<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2021\/07\/BeforeAfter-Funtastic-Spring-Globo-9×16-1.jpg” alt=”Funtastic Spring Globo – Dise\u00f1o gr\u00e1fico Lapus” title_text=”Funtastic Spring Globo – Dise\u00f1o gr\u00e1fico Lapus” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”4.7.7″]<\/p>\n [\/et_pb_image][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.7.7″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_font=”||||||||” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n Color is very important, and if used wisely, it will be a great ally for a brand. The choice of tonality, saturation or luminosity, of harmonies or contrasts, supports its personality and transmits feelings, it has meaning. It is part of your voice; It has to speak according to its storytelling and the audience it is addressing\u2026 It has such great power that it is scary!<\/strong><\/p>\n Sometimes we joke among ourselves that there is a social chromophobia – fear of color – especially in Spain. People are afraid of going too far, of looking like clowns, of drawing too much attention, and brands have the fear of showing themselves as too much “whatever.” They seem to like half measures!<\/p>\n We believe that it has to do with culture, there are societies much more colorful than others. If we travel through Latin American countries like Mexico or Colombia, we can literally breathe color in its purest form walking through its streets; And the same is true in most African countries.<\/p>\n In our society we are neutral and color does not radiate everything in its path, it is more restrained. But color is design, it is art, it is sentiment and it is symbolism!<\/strong> And you don’t necessarily have to convey freshness and optimism; but not random feelings either. A brand should use the power of color and exploit it to achieve its communication goals and make its audience fall in love<\/strong>.<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”3.0.47″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_testimonial author=”Annie Dom\u00ednguez & Mary Urrutia” company_name=”L\u00e5ps\u00fcs” quote_icon_color=”#ba007e” _builder_version=”4.7.7″ body_font=”||on||||||” body_text_color=”#ba007e” body_font_size=”22px”]<\/p>\n “Designers have nightmares with endless customer changes, but for us there is something worse, and that is that they apply them on their own so they don’t have to “bother” us!”<\/p>\n [\/et_pb_testimonial][et_pb_image src=”https:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2021\/07\/07-Catch-the-Charm-Anatomia-1×1-2.jpg” alt=”Catch the Charm anatom\u00eda del dise\u00f1o gr\u00e1fico de Lapsus” title_text=”Catch the Charm anatom\u00eda del dise\u00f1o gr\u00e1fico de Lapsus” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”4.7.7″]<\/p>\n [\/et_pb_image][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.7.7″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_font=”||||||||” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n Each job has different challenges, but there are always some that are repeated. The biggest without a doubt is to become an octopus and perform multitasking tasks<\/strong>; take care of absolutely everything and change roles during the different stages of the project.<\/p>\n Of course, to maintain focus and have the best attitude towards these challenges, we have raised the 5 commandments of L\u00e5ps\u00fcs<\/strong>:<\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.7.7″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_font=”||||||||” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n We have several very interesting and personally enriching open fronts. For example, we are in the middle of a very nice project of photographic infographics to educate citizens about recycling and clean points<\/strong>. This type of work connects with our values \u200b\u200band makes us feel useful to the society, so it is one of the most rewarding.<\/p>\n On the other hand, we are also collaborating with brands from very different sectors such as cosmetics, fashion and food<\/strong>. This forces us to be chameleonic and learn from completely different areas: as soon as we are thinking about master formulation as about transmitting visual flavors through still life. Of course we never get bored, and that is a luxury!<\/p>\n When we can, we also like to put the business aside and carry out personal projects in which to unleash our creativity<\/strong>. This is the case of our series of sweet infographics “Sweetduction<\/a>” that we have just launched and it is having a very good reception. We invite you to discover the project and pamper yourself with our sweetest snacks!<\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.7.7″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_font=”||||||||” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n Thanks! We are crazy about being asked this question\u2026 No! Absolutely NO. It is a bit like the phrase of the Little Prince \u201cthe essential is invisible to the eyes\u201d.<\/p>\n Today what is not shown does not exist. For this reason, we have made an effort to teach our artisan process with the \u201cbehind the scenes\u201d of our projects<\/strong>. We love to share making of images, sketches, “anatomies” of our photographs, anecdotes and other resources.<\/p>\n Thus, our public can understand that, although we use photography as a means of expression, we do not do it from the more traditional side. We don’t capture moments, we design them!<\/strong><\/p>\n Each project we carry out is divided into three phases: pre-production, production and post-production. Each stage is super important but we pay special attention to the first and most creative one<\/strong>. In it, we develop the strategy and visual thinking to articulate an attractive storytelling. From this reality, we add the magic touch.<\/p>\n Although many think that everything is done when you click, this is just when the party begins!<\/strong><\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2021\/07\/BeforeAfter-Funtastic-Spring-Rosa-9×16-1.jpg” alt=”Antes y despu\u00e9s – el proceso de dise\u00f1o gr\u00e1fico de Lapsus” title_text=”Antes y despu\u00e9s – el proceso de dise\u00f1o gr\u00e1fico de Lapsus” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”4.7.7″]<\/p>\n [\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”3.0.47″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.7.7″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_font=”||||||||” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n Designers have nightmares with endless customer changes, but for us there is something worse, and that is that they apply them on their own so they don’t have to “bother” us!<\/strong> We have run into those who use instagram filters on our final delivery or those who take the license to continue retouching the color. Both are our worst nightmare: please ask us for corrections!<\/strong><\/p>\n It also takes away our sleep that they do not end up using the creative pieces that we make with such care for the purpose they were commissioned<\/strong>. The pandemic forced brands to rethink their communication and took more than one project to the memory drawer without leting them see the light.<\/p>\n Another tricky issue for us is when clients want to publish a work before finalizing the post-production<\/strong> phase to be able to launch something “in the meantime”, or to “advance the graphic design”. Even if we are promised otherwise, this material always ends up where it shouldn’t and we don’t want the unfinished work to be related to the quality of L\u00e5ps\u00fcs. So please, have a little patience!<\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2021\/07\/06-Berryful-Delight-Anatomia-1×1-1.jpg” alt=”Berryful Delight – Dise\u00f1o gr\u00e1fico Lapsus” title_text=”Berryful Delight – Dise\u00f1o gr\u00e1fico Lapsus” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”4.7.7″]<\/p>\n [\/et_pb_image][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.7.7″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_font=”||||||||” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n We miss having co-workers so when we join other teams we adopt them as temporary colleagues<\/strong>. It enriches us to meet new profiles with each project and we learn a lot from them; it’s nice to create synergies and co-creation always adds up.<\/p>\n On the negative side, it is difficult for us to deal with the \u201cnon-communication\u201d between departments<\/strong> of a brand or agency when the project we done for one objective ends up being used for another without taking into account our guidelines. We also do not cope well with large project approval times<\/strong> when there are many intermediaries in the process.<\/p>\n But even with hints of hate\u2026 90% is love to the spirit of collaboration with other teams <3!<\/strong><\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2021\/07\/14-Bocetos-Victoria-Regia-1×1-1.jpg” alt=”Funtastic Spring Globo – Dise\u00f1o gr\u00e1fico Lapus” title_text=”Bocetos antes del proceso de empezar con el dise\u00f1o gr\u00e1fico de Lapsus” align_tablet=”center” align_last_edited=”on|desktop” _builder_version=”4.7.7″]<\/p>\n [\/et_pb_image][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.7.7″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_font=”||||||||” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”]<\/p>\n This topic gives for an infinite debate. It has its lights and shadows, but like everything in life, it depends on the prism through which you look at it<\/strong>. For us it is not a question to demonize, it does not take away our sleep. The sun must shine for everyone!<\/p>\n The democratization of knowledge and new technologies is a reality and it is better to take it in favor than to fight against it<\/strong>. Today anyone can learn photography or other disciplines on their own, and even work with a telephone. It is fascinating to meet motivated people, who are not afraid of change and who are willing to evolve at all times.<\/p>\n We believe that the seriousness of the intrusion has to do with the profession that is practiced<\/strong>. An intruder in medicine is not the same as in the creative field. Everything to its right measure! We consider that above all else, talent must prevail, and that must be demonstrated. So, we come out against \u201cnephewly managers\u201d!<\/p>\n But no, intrusion does not scare us. Whoever wants to work with us will do so because of our way of thinking and seeing the world. The techniques and tools are replicable, but it is not the same with what we have inside our heads<\/strong>. For this reason, we strive to create unique imaginaries that bear our identity stamp.<\/p>\n We embrace the collaborative philosophy. The different designers, photographers and creatives in general are our colleagues and it seems nonsense to us to fall into absurd rivalries driven by the ego. Perhaps we ourselves are the intruders for the photographers of yesteryear!<\/strong><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text admin_label=”PREGUNTA” _builder_version=”4.22.2″ text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”18px” header_2_font=”|700|||||||” header_2_text_color=”#ba007e” header_2_font_size=”20px” header_2_letter_spacing=”-0.09px” header_2_line_height=”1.5em” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px” background_pattern_color=”rgba(0,0,0,0.2)” background_mask_color=”#ffffff” text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ 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header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n The head chains logical ideas together but, in our field, we must push ourselves to find the “incoherent connections” that lead us to unexplored paths<\/strong>: train the brain not to think in a straight line when conceptualizing.<\/p>\n There is a book on this subject that especially marked us called\u00a0\u201cCreative Thinker\u2019s Exercise Book\u201d by Dorte Nielsen & Katrine Granholm<\/strong> in which exercises are posed precisely to learn to disconnect our way of thinking from the obvious. We absolutelly recommend it!<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Wondering how graphic design experts and visual artists work? We speak with L\u00e5ps\u00fcs to learn more about it!<\/p>\n","protected":false},"author":9,"featured_media":118395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" [et_pb_section bb_built=\"1\" _builder_version=\"3.22\" background_color=\"#80c9e6\" custom_padding=\"54px|0px|100px|0px|false|false\" top_divider_style=\"asymmetric4\" top_divider_color=\"#710067\" top_divider_height=\"250px\" top_divider_flip=\"horizontal\" next_background_color=\"#ffffff\"][et_pb_row _builder_version=\"3.25\" max_width=\"80%\" use_custom_width=\"on\" width_unit=\"off\"][et_pb_column type=\"4_4\" _builder_version=\"3.0.47\" custom_padding=\"|||\" custom_padding__hover=\"|||\"][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=\"1\" fullwidth=\"on\" _builder_version=\"3.22\" top_divider_style=\"asymmetric4\" top_divider_color=\"#80c9e6\" prev_background_color=\"#80c9e6\" next_background_color=\"#000000\"][\/et_pb_section][et_pb_section bb_built=\"1\" _builder_version=\"3.22\" background_color=\"#ffffff\" custom_padding=\"110px|0px|54px|0px|false|false\" prev_background_color=\"#000000\" next_background_color=\"rgba(204,204,204,0.5)\"][et_pb_row _builder_version=\"3.25\" max_width=\"80%\" use_custom_width=\"on\" width_unit=\"off\" column_structure=\"1_3,2_3\"][et_pb_column type=\"1_3\" _builder_version=\"3.0.47\" custom_padding=\"|||\" custom_padding__hover=\"|||\"][et_pb_image src=\"https:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2021\/07\/diseno-grafico-lapsus-destacada.jpg\" align=\"right\" force_fullwidth=\"on\" align_tablet=\"center\" align_last_edited=\"on|desktop\" _builder_version=\"4.7.7\" custom_margin=\"0px|0px|0px|0px\" custom_padding=\"0px|0px|0px|0px\" border_radii=\"|50%||50%|\" border_color_top=\"#80c9e6\" border_color_right=\"#710067\" border_color_left=\"#ba007e\" box_shadow_horizontal_tablet=\"0px\" box_shadow_vertical_tablet=\"0px\" box_shadow_blur_tablet=\"40px\" box_shadow_spread_tablet=\"0px\" vertical_offset_tablet=\"0\" horizontal_offset_tablet=\"0\" z_index_tablet=\"0\" \/][\/et_pb_column][et_pb_column type=\"2_3\" _builder_version=\"3.0.47\" custom_padding=\"|||\" custom_padding__hover=\"|||\"][et_pb_post_title admin_label=\"TITULO POST\" meta=\"off\" featured_image=\"off\" text_color=\"light\" _builder_version=\"3.11.1\" title_font=\"|||on|||||\" title_text_align=\"left\" title_text_color=\"#710067\" title_font_size=\"42px\" text_orientation=\"center\" \/][et_pb_text admin_label=\"INTRO\" _builder_version=\"4.7.7\" text_font=\"||||||||\" text_text_color=\"#666666\" text_font_size=\"24px\" custom_margin=\"0%|0px|0px|0px\" custom_padding=\"0px|0px|0px|0px\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> Hablamos con Annie Dom\u00ednguez<\/strong> y Mary Urrutia<\/strong>, las mentes creativas que conforman L\u00e5ps\u00fcs<\/a>, una agencia a la que el t\u00e9rmino dise\u00f1o gr\u00e1fico<\/strong> se les queda corto.<\/p> Con un proceso de trabajo que combina la imagen real y las herramientas de dise\u00f1o con el\u00a0multitasking<\/em> estas creadoras visuales han logrado diferenciarse con un estilo \u00fanico<\/strong> en el que los colores vibrantes<\/strong> y una mezcla de realidad y fantas\u00eda<\/strong> son los protagonistas.<\/p> Aunque el t\u00e9rmino dise\u00f1o gr\u00e1fico no es suficiente para definir al 100% su trabajo, Mary y Annie no son ajenas a los problemas que se sufren en este sector. Por eso hablamos con ellas de temas como el miedo -o no- al intrusismo<\/strong>, los retos a la hora de enfrentarse a un proyecto<\/strong>, los cambios interminables<\/strong> -o los que se hacen sin avisar-, la percepci\u00f3n del valor de los trabajos creativos<\/strong> o la coordinaci\u00f3n con otros equipos<\/strong>.<\/p> Tambi\u00e9n aprovechamos para preguntarles sobre el\u00a0origen de\u00a0L\u00e5ps\u00fcs<\/strong>, las claves de su estilo<\/strong> y sus proyectos actuales<\/strong>.<\/p> [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=\"1\" prev_background_color=\"#ffffff\" _builder_version=\"3.22\" background_color=\"rgba(204,204,204,0.5)\" parallax=\"on\" parallax_method=\"off\" custom_padding=\"163px|0px|100px|0px|false|false\" top_divider_style=\"asymmetric2\" top_divider_flip=\"vertical\" bottom_divider_style=\"asymmetric4\" bottom_divider_color=\"#ffffff\" bottom_divider_flip=\"horizontal\"][et_pb_row _builder_version=\"3.25\" max_width=\"80%\" use_custom_width=\"on\" width_unit=\"off\" column_structure=\"1_3,1_3,1_3\"][et_pb_column type=\"1_3\" _builder_version=\"3.0.47\" custom_padding=\"|||\" custom_padding__hover=\"|||\"][et_pb_text admin_label=\"PREGUNTA\" _builder_version=\"4.7.7\" text_font=\"|300|||||||\" text_text_color=\"#000000\" text_font_size=\"18px\" header_font=\"||||||||\" header_2_font=\"|700|||||||\" header_2_text_color=\"#ba007e\" header_2_font_size=\"20px\" header_2_letter_spacing=\"-0.09px\" header_2_line_height=\"1.5em\" custom_margin=\"0px|0px|0px|0px\" custom_padding=\"0px|0px|0px|0px\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> Las dos mentes detr\u00e1s de L\u00e5ps\u00fcs \u2013Annie Dom\u00ednguez y Mary Urrutia\u2013 nos conocimos en el 2014 estudiando un m\u00e1ster de estrategia y creatividad publicitaria en el IED Madrid. La mejor an\u00e9cdota es que nuestra primera experiencia juntas detr\u00e1s de las c\u00e1maras fue para ser figurantes en unas cortinillas de televisi\u00f3n<\/strong> porque uno de nuestros profesores era el realizador.<\/p> Siempre hab\u00edamos tenido inquietud por el mundo creativo; Mary estudi\u00f3 Fotograf\u00eda en el CIEF de Caracas y Annie es licenciada en Bellas Artes por la UCM, pero no fue hasta haber concluido el postgrado cuando nos unimos para colaborar juntas<\/strong>. Al principio compaginamos otros empleos con la realizaci\u00f3n de proyectos personales, y nos inventamos un nombre de \u201cestudio creativo\u201d \u2013Moonbow Lab\u2013 que nadie era capaz de pronunciar.<\/p> Durante esta \u00e9poca tambi\u00e9n trabajamos como equipo de Direcci\u00f3n Art\u00edstica en rodajes de anuncios y apoyamos con el desarrollo creativo a otros realizadores en sus propuestas. Con tantos frentes abiertos no termin\u00e1bamos de elegir un camino concreto ni de saber qu\u00e9 quer\u00edamos hacer de verdad, pero descubrimos que necesit\u00e1bamos ser due\u00f1as de nuestros propios aciertos y fracasos, y dar rienda suelta a nuestra pasi\u00f3n.<\/strong><\/p> Por fin en el 2017 nos atrevimos a dar el paso de formalizar nuestro proyecto y naci\u00f3 L\u00e5ps\u00fcs<\/strong>. \u00a1Y aqu\u00ed estamos! Hasta hoy, y esperamos que por mucho tiempo. Todos creen que nos llamamos \u201csomoslapsus\u201d, y aunque nos encanta que los dem\u00e1s se autodenominen lapsus, es L\u00e5ps\u00fcs, a secas. Nosotras somos L\u00e5ps\u00fcs, y el resto est\u00e1 por demostrar que lo son jaja. Y es que pensar lapsus es nuestra forma de crear y enfrentar la realidad a una nueva visi\u00f3n libre de prejuicios\u2026Y por eso, \u00a1L\u00e5ps\u00fcs nos llamamos!<\/strong><\/p> \u00a0<\/p> [\/et_pb_text][et_pb_text admin_label=\"PREGUNTA\" _builder_version=\"4.7.7\" text_font=\"|300|||||||\" text_text_color=\"#000000\" text_font_size=\"18px\" header_font=\"||||||||\" header_2_font=\"|700|||||||\" header_2_text_color=\"#ba007e\" header_2_font_size=\"20px\" header_2_letter_spacing=\"-0.09px\" header_2_line_height=\"1.5em\" custom_margin=\"0px|0px|0px|0px\" custom_padding=\"0px|0px|0px|0px\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> De primeras podr\u00edamos decir divertido y colorido, pero si respondemos en base a c\u00f3mo otros nos definen, dir\u00edamos disruptivo<\/strong>. Es curioso, porque a\u00fan cuando siempre intentamos pensar fuera de la caja y desafiar el status quo, no \u00e9ramos conscientes de que nuestro trabajo estaba directamente asociado a este adjetivo.<\/p> Un estilo puede tener muchos calificativos y el nuestro lo definimos L\u00e5ps\u00fcs. Sello de identidad que mezcla dos universos opuestos; el real y el imaginario<\/strong>. Una especie de realismo m\u00e1gico literario aplicado a la fotograf\u00eda.<\/p> Pero, en un mundo donde las etiquetas y las palabras claves est\u00e1n a la orden del d\u00eda, nunca est\u00e1 dem\u00e1s a\u00f1adir otras cualidades: naif, vibrante, energizante, optimista, artesanal, desenfadado, humor\u00edstico, ir\u00f3nico, incoherente, azaroso e incluso ecl\u00e9ctico<\/strong>.<\/p> El estilo va mutando en base a nuestra constante evoluci\u00f3n, intereses y aprendizajes\u2026<\/strong> Por ejemplo, a la hora de crear nuestras composiciones hemos tenido especial predilecci\u00f3n por las texturas raras, las cosas extravagantes y el n\u00famero tres. \u00a1Pero los TOC de hoy, no necesariamente ser\u00e1n los mismos del ma\u00f1ana!<\/p> \u00a0<\/p> [\/et_pb_text][et_pb_text admin_label=\"PREGUNTA\" _builder_version=\"4.7.7\" text_font=\"|300|||||||\" text_text_color=\"#000000\" text_font_size=\"18px\" header_font=\"||||||||\" header_2_font=\"|700|||||||\" header_2_text_color=\"#ba007e\" header_2_font_size=\"20px\" header_2_letter_spacing=\"-0.09px\" header_2_line_height=\"1.5em\" custom_margin=\"0px|0px|0px|0px\" custom_padding=\"0px|0px|0px|0px\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> El color es muy importante, y si se utiliza con inteligencia, ser\u00e1 un gran aliado para una marca. La elecci\u00f3n de tonalidad, saturaci\u00f3n o luminosidad, de armon\u00edas o contrastes, apoya la personalidad de la misma y transmite sentimientos, tiene significado. Forma parte de su voz; tiene que hablar acorde a su storytelling y al p\u00fablico al que se dirige\u2026 \u00a1Pero tiene un poder tan grande que asusta!<\/strong><\/p> A veces bromeamos entre nosotras con que existe una cromofobia social \u2013miedo al color\u2013 sobre todo en Espa\u00f1a. Las personas tienen miedo a pasarse, a verse como payasos, a llamar demasiado la atenci\u00f3n, y las marcas a mostrarse como demasiado \u201clo que sea\u201d. \u00a1Parece que gustan las medias tintas!<\/p> Creemos que tiene que ver con la cultura, hay sociedades mucho m\u00e1s coloridas que otras. Si viajamos por pa\u00edses latinoamericanos como M\u00e9xico o Colombia, literalmente podemos respirar color en estado puro paseando por sus calles; y lo mismo ocurre en la mayor\u00eda de pa\u00edses africanos.<\/p> En cambio, en nuestra sociedad somos neutrales y el color no irradia todo a su paso, es m\u00e1s comedido. \u00a1Pero el color es dise\u00f1o, es arte, es sentimiento y es simbolog\u00eda!<\/strong> Y no necesariamente hay que transmitir frescura y optimismo; pero tampoco sentimientos al azar. Una marca deber\u00eda utilizar el poder del color y explotarlo para lograr sus objetivos de comunicaci\u00f3n y enamorar a su audiencia.<\/strong><\/p> \u00a0<\/p> [\/et_pb_text][\/et_pb_column][et_pb_column type=\"1_3\" _builder_version=\"3.0.47\" custom_padding=\"|||\" custom_padding__hover=\"|||\"][et_pb_testimonial quote_icon_color=\"#ba007e\" _builder_version=\"4.7.7\" body_font=\"||on||||||\" body_text_color=\"#ba007e\" body_font_size=\"22px\" hover_enabled=\"0\" company_name=\"L\u00e5ps\u00fcs\" author=\"Annie Dom\u00ednguez y Mary Urrutia\" sticky_enabled=\"0\"]<\/p> \"Los dise\u00f1adores tienen pesadillas con los cambios interminables del cliente, pero para nosotras hay algo peor \u00a1y es que los apliquen por su cuenta para no \u201cmolestarnos\u201d!\"<\/p> [\/et_pb_testimonial][et_pb_image src=\"https:\/\/www.indexandomarketing.com\/wp-content\/uploads\/2018\/07\/Blur-2.png\" align_tablet=\"center\" align_last_edited=\"on|desktop\" _builder_version=\"3.23\" \/][et_pb_text admin_label=\"PREGUNTA\" _builder_version=\"4.7.7\" text_font=\"|300|||||||\" text_text_color=\"#000000\" text_font_size=\"18px\" header_font=\"||||||||\" header_2_font=\"|700|||||||\" header_2_text_color=\"#ba007e\" header_2_font_size=\"20px\" header_2_letter_spacing=\"-0.09px\" header_2_line_height=\"1.5em\" custom_margin=\"0px|0px|0px|0px\" custom_padding=\"0px|0px|0px|0px\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> Cada trabajo tiene retos diferentes, pero siempre hay algunos que se repiten. El mayor sin lugar a dudas es convertirse en un pulpo y desempe\u00f1ar labores multitasking<\/strong>; encargarse de absolutamente todo e ir cambiando de rol durante las distintas etapas del proyecto.<\/p> Eso s\u00ed, para mantener el norte y tener la mejor actitud frente estos retos, hemos planteado los 5 mandamientos de L\u00e5ps\u00fcs<\/strong>:<\/p> \u00a0<\/p> [\/et_pb_text][et_pb_text admin_label=\"PREGUNTA\" _builder_version=\"4.7.7\" text_font=\"|300|||||||\" text_text_color=\"#000000\" text_font_size=\"18px\" header_font=\"||||||||\" header_2_font=\"|700|||||||\" header_2_text_color=\"#ba007e\" header_2_font_size=\"20px\" header_2_letter_spacing=\"-0.09px\" header_2_line_height=\"1.5em\" custom_margin=\"0px|0px|0px|0px\" custom_padding=\"0px|0px|0px|0px\" hover_enabled=\"0\" sticky_enabled=\"0\"]<\/p> Tenemos varios frentes abiertos muy interesantes y enriquecedores personalmente. Por ejemplo, estamos en medio de un proyecto muy bonito de infograf\u00edas fotogr\u00e1ficas para concienciar a los ciudadanos sobre el reciclaje y los puntos limpios<\/strong>. Este tipo de trabajos conecta con nuestros valores y nos hace sentir \u00fatiles con la sociedad as\u00ed que son de los m\u00e1s gratificantes.<\/p>How and when L\u00e5ps\u00fcs was born?<\/h2>\n
How would you define your style?<\/h2>\n
One of the elements that stands out in your creations is color. In your opinion, how important is to know how to choose the perfect colors for a brand?<\/h2>\n
What is the biggest challenge you face when starting a project?<\/h2>\n
\n
What are you working on right now? Can you tell us a bit?<\/h2>\n
Do you think that in general people are aware of all the work that goes behind each design or creativity?<\/h2>\n
What’s the worst thing we can do to a designer?<\/h2>\n
How do you coordinate with other teams such as copywriters, editors, social networks …? Love or hate?<\/h2>\n
What do you think of the intrusion? Do you \u201csuffer\u201d it as designers?<\/h2>\n
Do you recommend any books to learn more about design?<\/h2>\n
\u00bfCu\u00e1ndo y c\u00f3mo naci\u00f3 L\u00e5ps\u00fcs?<\/h2>
\u00bfC\u00f3mo definir\u00edais vuestro estilo?<\/h2>
\u00bfUno de los elementos que destaca en vuestras creaciones es el color. En vuestra opini\u00f3n, \u00bfc\u00f3mo de importante es saber escoger los colores perfectos para una marca?<\/h2>
\u00bfCu\u00e1l es el mayor reto con el que os encontr\u00e1is al empezar un proyecto?<\/h2>
\u00bfEn qu\u00e9 est\u00e1is trabajando ahora mismo? \u00bfPod\u00e9is contarnos un poco?<\/h2>