Business design portfolio: Santiago Peña Pacheco

Santiago Peña PachecoPortfolio

[email protected]

Bogotá, Colombia

about.me/santpp85

pa-pena

+57 310-3498117

+571 2744723 / +571 2164128

Logos from The Noun Project

I’m Santiago! I’m an Industrial and Strategic Designer from Colombia.

I design because it’s truly my passion and it’s the way I relate and express my ideas with the world. My ultimate goal is to create something radical, new, share my vision and change how others experience the world.

I’m always seeking opportunities that teach and transform my way of thinking and allow me to reach a higher professional level, have a better understanding of my work and be on the cutting edge of world design.

I’m always willing and ready to learn and challenge the way I look at the world to have a real impact as a creative thinker.

Hope to see you in the future!

Hi!

PORTFOLIO Santiago Peña Pacheco

Domus Academy - Master in Business DesignCertified by the University of Wales2012 Milan, Italy

Universidad de los Andes - Degree in Industrial Design2004-2009 Bogotá, Colombia

Ergos Collection S.A 2010-2011

DesignerBogota, Colombia

Interior design and architectural work mainly in offices spaces. Exclusive high end interior designs for corporate areas. Architectural structure development and design. Bespoke furniture for exclusive homeowners. In charge of imports of several Italian luxury furniture brands such as Poltrona Frau, Cassina, Driade among many others.

Freelance2013 - Present

Strategic DesignerBogota, Colombia

Design work with different clients. Primarily in the area of branding, corporate image and implementation of communication strategies. Implementation of design thinking practices. One on one work and development with clients..

Fernando Garcia Diseño Interior2010

DesignerBogota, Colombia

Bespoke furniture design for exclusive homeowners. High end interior design projects. site and installation supervision and support. Trend research. Assistant in sales and showroom management.

Work experience

Education and languages

Uhh? Starting Beginner Ok Fluent Native

ITALIAN

ENGLISH

SPANISH


AwardsGraduated with distinctionMaster of Business Design Domus Academy and Certified by the University of WalesMilan, Italy - 2012

Finalist “BMW Urban Driving Experience Challenge” Local Motors and BMW GroupChosen Top ten finalists from over 400 global designs. Innovation in features and services for future BMW vehicles.Milan, Italy - 2012

Highest grade point averageUniversidad de los AndesGraduate class of 2009-2 in Industrial DesignBogotá, Colombia - 2009

Honourable mention for outstanding thesis project: Audi TracerGrade 5 out of 5Universidad de los AndesBogotá, Colombia - 2009

Third Prize: “Taller global de General Motors” Quick design challenge awarded by Edward T. Welburn, VP General Motors Global DesignBogotá, Colombia - 2008

Award designed by David Lopez from The Noun Project


Professional skills

Sketching

Prototyping

Experience design

Concept generation

Graphic design

User experience

Interactive design

Web design

Product Design

Photography

HIGH

LOW

DESIGN SKILLS

MEDIUM


Professional skills

Photoshop

Illustrator

InDesign Auto CAD

3DsMax

Processing

Vray

Rhino

Dreamweaver

Muse

Sketchup

HIGH

LOW

COMPUTERSKILLS

MEDIUM


Professional skills

Visual thinking

Creative thinking

Presentation

Marketing

Teamwork

Business management

Strategy

Project management

Leadership

HIGH

LOW

OTHER SKILLS

MEDIUM


Work methodology

Understand

Engage

Observe

Immerse

Scope

Scale

Synthesize

Focus

Interact

Iterate

Embody

Detail

If testing fails

Based on Institute of Design at Stanford: “Bootleg Bootcamp” / Icons from “The Noun Project”

Prove

Expose

Learn

Conceptualize

Imagine

Explore

Visualize

Prototype

Prototype

Empathize

Empathize

Ideat

Ideat

Test

Test

Problem

Problem

Solution

Solution

Projects


SAMPLE WORK

URBIS


Project Type: Radical innovationClient: Car companies of the future Project Mentor: Carlo Borromeo from Borromeo/De Silva DesignKey words: Autonomous vehicles, Service, Automotive, Urban Mobility, Rapid customizingLocation: Milan, Italy

Description: In the near future Urbis will be introduced as the next step in personal mobility. A simple and easy to use car sharing service built around a totally autonomous fleet of vehicles, intended to give the user on demand transportation. With just a few inputs, customers will be able to summon the perfect car for their needs and travel demands. Benefiting that the vehicles will be self-driven, users will now be able to take advantage of their travel time to relax, socialize or be productive.

In coming years we will experiment a revolution within mobility pushed by new technologies and a shift in customer behaviour. The greatest change will come within the area of the personal vehicle, which has seen little true change in the way it is developed, manufactured and used over the last 100 years. Accidents, Pollution, severe traffic, ineffective use, dependence on nonrenewable energy sources and high costs of production are just some of the. The goal of Urbis was to face these problems and the stagnation within the current system, by finding key areas that yield great potential for innovation.

UrbisA radical new vision in urban mobility

ThE PRoBlEM

Exponential Growth Outdated Methods Inefficiency Cultural Attachment

M

eta-Id

entity Seamless

Conne

cted

Convergent

METAMOBILITY

Malleable

EASY, ACCESSIBLE AND FAST TO SHARE

LINK, PERCEIVE ANDCOMMUNICATE

THE FOCUS POINT OF PEOPLE,TECHNOLOGY, DESIGN AND INSTITUTES

FLEXING AND ADAPTINGTO AN ACTIVE CONTEXT

AND USER

CONVEY AND TRANSFERIDENTITY EVERYWHERE

GM predicts auto-modewill be standard equipment

Self-driving could reduce oreliminate accidents

million die in car accidentsa year

Use time for otheractivitiesGoogle cars have self

driven - 2012

300,000 MIlES

1.2

2020

Conne

cted

ConvergentM

allable

GoogleSelf-drive

ToTAlly AUToNoMoUS vEhIClES

TRANSPoRTATIoN REvolUTIoN

TODAY’S CARS THE CAR OF THE FUTURE

CoNvERGENCE

Emotional gap

Cultural Attachment

Google self-drive

Outdated Methods

Pivo

Inefficiency

IStream

Exponential Growth

Autolib

Met

a-Identity Seamless

Conne

cted

Convergent

Malleable

A simple and easy touse car sharing service

Totallyautonomous fleetof vehicles

on demandtransportation Assisted by an

artificial intelligence

whAT IS URBIS

I’m an artificial intelligenceand your main contactpoint throughout the service

I talk with you and learn form your habits

I’m like your very own private concierge

hi! I’m Urbis

URBIS AT woRk

Suscribe

1Customize

2 3Get On

4Share

5

Become a member andcreate your profile

Order

ok! let me find the perfect car for you

Urbis I need a car to get to work

Distance 40 km

1- Person

Traffic conditions

Distance you are travelling

User demand

Best route

DyNAMIC PAyMENT oPTIoNS

BASIC oFFERS- Subscription Model - on demand/Month / year

SECoNDARy oFFERSFlexible and custom

Digital Payment

ThIRD PARTy- Content Providers - Advertisement

would you like to carpool today?Meet a friend and split the cost ?

Maybe next time Urbis

URBIS IS jUST ThE START

A platform that can grow

The start of a new generation

Affect the lives of millions

Advantage radicalinnovation

will build a service, not afeature

THE BLUE SPOT


Project Type: Innovation through designClient: Procter and Gamble Project Mentor: Eric Ezechieli form The Natural StepGroup members: Jasson Schrock (USA), Rainhard Budi Susanto (Indonesia), Sachu Gandotra (India), Shuang Wu (China)Key words: Radical Innovation, Sustainability, Innovation by designLocation: Milan, Italy

Description: Procter and Gamble asked for our help to find disruptive innovations that will help them make their consumer products more sustainable and in line with a proper use of our natural resources. By doing so P&G, the user and the environment will benefit for what is learned so that we can ensure that future generations are safe from what is being done to the environment today.

The blue spots goal is through partnerships create a sustainable laundry center coupled to a public activity area in order to educate, entertain and integrate the community. It would benefit P&G as it will have the ability to gain community good will and trust. It would benefit the community by creating a social interaction between users and introduce them to a green lifestyle. Finally we would benefit the environment as we reduce the amount of harmful material being introduced into the environment reduce Co2 emissions and promote water conservation.

N OW

GREYWATER PRODUCED BY LAUNDRY

LITERS / YEAR2 loads / week, 130 liters / wash

POPULATION OF MILAN1.300.000 people

17,7 Billion

Reference: http://www.watereducation.org/doc.asp?id=1022

IDEATION

DETERGENTZERO

WASHINGNO

POTENTIALFUTURE TRENDS

STEAMONLY

DRY ICE WASHING

NO STAINCLOTHES

NO WATERWASHER (UV)

QUICKWASHING

ION AIRWASHER

NANO-TECHCLEANER

SUPERENZYME

SUPERCONCENTRATED

WASHINGMACHINE

DETERGENT/CLEANER

RE-FILLING

ECO-BALL

LESS WATER USAGE

ECO-CONSC IOUS USER

OUR VISION

EDUCATION EDUCATION BRAND EQUITYBRAND EQUITY

COM

MUNITY INTERACTIO

N

LA

UN

DR

OM A T S U S T A IN

AB

LE

S

YS

TE

M

ENVIRONMENTAL PROTECTIONENVIRONMENTAL PROTECTION

Through partnerships create a sustainable laundry center coupled to a public activity area in order to educate, entertain and integrate the community. As the system evolves each activity will adapt to the particular needs of each region and community in order to reach the highest impact.

OUR VISION

COLDWASH

Tide

WHAT

HOW

PARTNERSHIP

MANUFACTURERS

W E

BENEFITS

COLDWASH

S C A L A B I L I T Y

COMMUNITY ENVIRONMENT

LOCATION

CAFE

GYM

GARDEN

PARK

SOLAR

WIND

ENERGY

BENEFITS

Community good will

Cross Promotion

Test area

Trust

Social life

Green lifestyle

Fundamental needs

Educate community

Reduce pollutants

Lower carbon footprints

Water conservation

COMMUNITY ENVIRONMENT

PHASE 1 PROJECTIONS

New York CityLondonTorontoLos AngelesMontreal

BerlinMadridChicagoRomeVancouver

500PARTNERSHIPS

10CITIES

431.000 250.000 Customers Supported Potential New Customers

Water savedper year 33

4Duomos

FRES.CO


Project Type: Brand design and retail designClient: Co.import Project Mentor: Silvia Barbieri form Future BrandGroup members: Nada Abunema (Jordan), Laura Nuñez (Colombia) , Malika Ablataeva (Russia)Key words: Branding, Retail design, User experience Location: Milan, Italy

Description: Co.import is a home accessories and furnishing retail store located in Italy. They asked us to analyse their current brand strategy and create a private label for the brand that would help them find a competitive edge over their main competitors. We had to understand the objectives and values in order to create a coherent concept that would then create more a compelling language for the client.

We looked at a diverse range of retail experiences. From high-end stores to more low cost solutions and a problem that we kept coming back to was how to manage all the visual and product clutter. We realized that a retail experience that clearly tackled this product complexity was that of the supermarket. This gave us and insight and our first clear idea to create the concept. We saw that this alternative both incorporated a way to manage the complexity of the display areas and also gave a particular relationship with the client, as they would feel more comfortable buying in a well-established way.

The n

ew de

stination for fresh ideas every day !

We sell “FRESH” ideas

COMPETITORS

Unique and amusing product offer.

More informal style.

Varied promotions.Helpful staff.

Large product range.

Unorganized product range.Confusing layout.

Too much on display.

Most complete offering of products & services.

Uniform style offering.

Style creation & clear packaging.

Price does not match the quality.

Less versatile product range.

Varied promotions.Helpful staff.

Simple & Coherent Trendy & Elegant Fun & Friendly Convenient & Abundant

RECOMMENDATIONS

WHAT CO.IMPORT NEEDS?

CO. Import might consider a holistic change to the shop.

This change will reinforce their values.

To be more attractive to the consumers and not just making them buy.

Helping them recognize the brand andbecome loyal consumers

REINVENTIONOF THE SHOP

CONCEPT

Were Buying Becomes As Familiar As

Doing The Grocery & Shopping Experience

Is Always Fresh And Enjoyable

FRESHNESS

We want our products be FRESH AS the arrivals of fruits and vegetables in a supermarket“A fresh Idea everyday”

The n

ew

destination for fresh ideas every day !

We sell “FRESH” ideas WHAT DO WE SELL?

Fresh this time of the year!

Seasonal products

Day to day products

My shopping list

Trendy products

In the Know

Straight out of the box

New arrivals

Bathroom

Kitchen

Tableware

Decor

Gift Ideas

Fres.co

Pay

poin

tH

ome

Best product island

GIFT IDEAS

DECOR

KITCHEN

BATH

RO

OM

HO

ME

TABLEWARE

PAYM

ENT

POIN

T

LAYOUT & FLOW

FRESCO POINT

We sell “FRESH” ideas

APE LAUNCHCreate a vehicle that will introduce and promote Fresco by CO.import. It will travel to the markets within Milan to sell our “Fresh” products.

Learning launch:1. Pilot launch in 3 stores

2. Use user feedback

3. Adapt to comments

4. Scale up

MY DRIVE


Project Type: Design competitionClient: BMW Group, Local Motors Key words: Car sharing, Future car services, Rapid customizing Acknowledgements: Finalist “BMW Urban Driving Experience Challenge” Local Motors and BMW Group (2012)Chosen Top ten finalists from over 400 global designsLocation: Milan, Italy

Description: As the amount of people in cities increases, so will the amount of vehicles on the road. In this expanding context, people will look for alternative methods of mobility to solve and fulfil their transportation needs. Car ownership will become less prevalent and services based, personal mobility models will be introduced. Car sharing will be a common sight on streets, as it will help reduce the amount of vehicles offering on demand transportation. By using a car sharing service instead of purchasing a car, users can efficiently manage their car usage.

Because shared cars can be used by the entire community and are not solely personal objects, their use has been restrained to just a utilitarian function. Up until now, shared cars have not provided the personal relationship that so many people look for with their vehicle. What if you could introduce a level of rapid customizing, personalizing your shared vehicle to your specific taste as soon as you get in? This would make a shared vehicle as familiar as driving your own and elevate the driving experience.

AGORA VIRUS


Project Type: Personal business idea Client: Coworking spaces Project Mentor: Giovanni Lanzone from Domus AcademyKey words: Coworking spaces, Business idea, Innovation catalyst, co-creation Location: Milan, Italy

Description: Agora virus is a new type of business organism aimed at empowering small businesses with tools for innovation. It will take advantage of the recent trend and viral expansion of Coworking spaces as a platform to form a collaborative relationship with these new ventures. It will inhabit these new work spaces, which have an ideal environment for open innovation, and offer a collaborative project creation process with the users of the space. Through this process Agora Virus will help small businesses and creative entrepreneurs gain the tools to develop new and perhaps ground breaking ideas. In the process it will become and added service for Coworking spaces helping them expand even more and have greater impact on the business stage.

Our objective and work methodology then is to carry out project by implementing our DNA: D: Design thinking - A clear methodology to truly innovate by analysing the problem, ideating new solutions, prototyping and implementing into the real environment via a creative mind-set. N: Networking - We will leverage the power of our network to gain strategic and competitive advantages for our project. As it grow it will include experts, companies and investors. A: Assimilation - We will intake our clients into a truly collaborative experience. They will learn through this close relation and working on the project objective.

AgORA VIRUSAgORA VIRUSsample 13.07.12sample 13.07.12

AGORA VIRUS

AGORA VIRUS


there is a disease which is affecting us all and has resulted in a global economic downturn. to survive this crisis we must.

The disease

Have a greater connection witH

our ecosystem

evolve and grow tHrougH

innovation

creating new business

organisms


new businesses are most vulnerable during this crisis

MosT aT risk

some don't have the tools to survive in such a competitive environment.

only 10% of new business are successful


as a way to fight back, we have seen the emergence of coworkings and open innovation spaces

a Possible cure

collaborative work

environment dialogue

collective intelligence

ideal for open

innovation

reacHing goals

togetHer



the solutions is a new business organism that creates a symbiotic relation with its host. its mission is to...

Symbiosis: Interaction between two different organisms living in close physical association, typically to the advantage of both.

agora Virus

empower innovation

We inject into the hostThe Transfer

we will leverage the power of our network to gain strategic and competitive advantages for our project. as it grow it will include experts, companies and investors.

network

design thinkinga clear methodology to truly innovate by analysing the problem, ideating new solutions, prototyping and implementing into the real environment via a creative mind-set.

assimilationwe will intake our clients into a truly collaborative experience. they will learn through this close relation and working on the project objective

d

n

aAgORA VIRUSAgORA VIRUSsample 13.07.12sample 13.07.12


Virus coMPonenTs

external experts that will guide, advice and feed the creation process.

mentors

will organize and assist in the activities of the projects and closely work with the participants.

project assistants key decision makers within the virus. will lead the process and help the virus recruits have a coherent and focused process.

project directors

multi- disciplinary group of clients from the host. they will be the main recipients of the dna for their professional work.

participants will help organize and schedule all the activities within the virus and ensure all participants have the tool they need.

logisticsit's key parts are:


key ProjecTions

year 1

41% capacity

6 projects in total3: one month

2: three month 1: six month

win one contest

year 2

71% capacity



win one contest

year 3

95% capacity



win one contest

Santiago Peña Pacheco Bogotá, Colombia 2013

Email: [email protected] Tel: (+571) 2744723

skype: pa-pena

Hope to see you in the future!