Nacho Gago shared insights on creative careers and global branding during Universidad Europea’s first Design Week.

Creative careers and global branding

Universidad Europea celebrated its first-ever Design Week at the Creative Campus in Madrid, hosting a series of talks and workshops across graphic, product, and interior design. Among the highlights was a keynote by Nacho Gago, whose session offered a candid reflection on his journey and approach as a designer.

Weaving through the milestones of his career, from early projects to his current role leading brand work at Saffron, Nacho emphasised that a creative path is rarely linear. ‘I wasn’t in a rush to get anywhere,’ he shared. His time living abroad and exploring other interests proved just as valuable as time spent in the studio. That broader perspective now informs how he builds brands that resonate across borders and cultures.
For young designers in the room, the message was clear: there’s no single way to succeed, and sometimes, stepping back brings clarity.

Nacho also introduced our philosophy: brand is the promise of an experience, delivered and shaped by how a company or place shows up in the world. He stressed the importance of <a href="https://saffron-consultants.com/journal/memorability-key-6-consistency" target="_blank" rel="noreferrer noopener">consistency,</a> <a href="https://saffron-consultants.com/journal/memorability-key-3-story" target="_blank" rel="noreferrer noopener">storytelling,</a> and crafting identities that are both strategic and emotionally resonant.<a href="https://saffron-consultants.com/journal/the-six-keys-to-a-memorable-brand" target="_blank" rel="noreferrer noopener"></a>
Reflecting on our work with <a href="https://saffron-consultants.com/work/taag" target="_blank" rel="noreferrer noopener">TAAG</a> in Angola, <a href="https://saffron-consultants.com/work/vrt" target="_blank" rel="noreferrer noopener">VRT</a> in Belgium, and <a href="https://saffron-consultants.com/work/meta-archive" target="_blank" rel="noreferrer noopener">Meta</a> globally, Nacho shared how design turns purpose into real-world experience. The variety of clients, from cultural institutions to tech platforms, shows how diverse sectors and geographies can enrich the creative process. Working across different countries, industries, and challenges sharpens our thinking and pushes our creativity further. What unites these projects is a focus on clarity and courage—creating brands that aren’t afraid to stand for something.

For the audience, the talk was a glimpse into the mindset behind some of the world’s most thoughtful brand transformations. And for many students, it was a timely reminder: great design isn’t just about tools or trends. It’s about perspective, curiosity, and daring to define your own path.

Nacho Gago

Lead Designer

We have to understand who we design for. We don't design to win awards or to impress other designers. We design for brands to be understood, desired and remembered by their audience.

Universidad Europea Design Week 2025

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