2018_02_07_ARQ_conferencia_espadaysancruz

The School of Architecture of the University of Navarra hosted last Friday, January 26th, the lecture entitled "Digital Craftsmanship". The students of Architecture and design knew the projects that have made from EspadaySantaCruz, a study of reference letter in the sector of design and communication.

Juan López Santa Cruz and Nerea Goikoetxea, both alumni from the University, are part of the Espadaysantacruz Studio team. They began their lecture explaining the development that their business has experienced, to become a studio recognized and demanded by companies and communication agencies of international stature.

In this way, they assured that they are specialized in brand communication. "We differ from other programs of study because we do not focus on one subject of design, we do everything: design of product, of services... And in addition, we take care of all the phases of project, including its communication".

"We help brands and agencies to establish a communication link with their audiences. We rely on the research in new narratives and technologies". And they continued: "Communication is not the end of project, it affects transversely: what functionality the object has, its form, etc. Everything communicates and must be clearly understandable".

The members of Espadaysantacruz Studio reviewed some of their work in which they have collaborated with large companies, but also others in which the budget and resources were smaller. At this point, they stressed that the important thing is not the initial idea, but how you execute it. "The same idea can have completely opposite results". And they continued: "Sometimes we think that we need a lot of resources to develop a project, but in reality, we just have to stop and think about what to do with what we have at our disposal".

Commitment and self-demanding

One of the most surprising points during their lecture, was the fact that Espadaysantacruz finished their projects in two or three months; thus meeting the times stipulated by the Marketing and Communication sector. At this point, they stressed that, to meet this requirement requires "a lot of self-demanding, trying to eliminate the dispensable to focus on what we believe is most important in each project and letting the mind rest. This, in turn, is supported by a very versatile and creative team at all levels".

To conclude, Santa Cruz and Goikoetxea, insisted to the students that "everyone has that inner voice that tells them what they are passionate about, just listen to it and maintain a level of commitment and self-demand according to that passion".