ALEX CALERO
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Approach

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DESIGN APPROACH

 

Founded on my experience throughout the years, I have identified critical tasks and milestones that have shown essential for any design project. Based on the ‘Double Diamond Method’ (British Design Council, 2005), I have illustrated my personal design workflow.

 
 
 
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My design approach offers me a guideline to persuade value-driven innovation by placing the focus on the context -futures design, the user -holistic research- and the materialization of ideas -through conceptualization and iteration.

 
 
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DESIGN DRIVERS

 

My design drivers, those attributes that lead my work. Apart from nourishing my curiosity in regards of design, these attributes are the raison d’être behind every project I participate.

Culture is at the core since it defines the context and rules of the user, as well as the meaning and value a designer creates. Understanding the power of culture -beyond its generic sense- has been key throughout my career (Annemiek van Boeijen, 2020).

 
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Technology drives innovation, while aesthetics sustain the function behind it (Soetsu Yanagi, 1940). Without them an opportunity to design does not exist, and therefore either a necessity (Miguel Milá, 2008). My purpose is to design products and experiences that delight and have an impact on societies. My motivation is to help companies achieve their business goals by positive innovation.