Associate Creative Director
Bernardo is an accomplished creative professional, with 20 years experience helping organizations develop strong, relevant brands that drive business and create meaningful and lasting connections with their target audiences.
According to a recent HBDI assessment—a program similar to the better-known Myers-Briggs—Bernardo possesses a rare combination of opposite “yellow/green” (right-brain/left-brain) thinking styles. As such, he is able to leverage his diverse skill set across different disciplines, including brand strategy, advertising, digital strategy, user experience, web and interactive design, digital publishing, video production, interior architecture and branded environment solutions for corporate events.
Prior to joining Prosek, Bernardo was the Head of Design for Investment Management Americas, at J.P. Morgan, and worked in the New York office of PwC (PricewaterhouseCoopers) as an Art Director. In both instances, Bernardo leveraged his knowledge and experience to create integrated platforms and solutions that contributed to greater awareness and increased brand equity.
Bernardo graduated from Universidad Iberoamericana, in Mexico City, with a BFA in Graphic Design and Interior Architecture. He is an alumnus of the prestigious “Business Perspectives for Creative Leaders” program, a partnership between the Yale School of Management and AIGA, the American professional association for design. The program is limited to a select group of senior-level design professionals.
Q & A
What are you most proud of in your career?
Having emigrated to another country (the U.S.), and built a very successful career as a creative professional, oftentimes against all odds.
Name one thing most people don’t know about you?
When people asked me what I wanted to be when I grew up (as a toddler), I responded that I wanted to be a prince and live in Oxford—yes, the University; don’t ask why.
How would your mother describe you?
Earnest, good-hearted, and probably also a little unconventional.
What are your greatest strengths as a designer?
It is not uncommon to see designers put their egos in front of their clients’ needs. In the short term, this might be an attractive proposition because it may allow them to push back—when getting what they perceive as negative feedback—or get away with “crazy” ideas. It also may create, however, obstacles (in their relationship) that are practically impossible to overcome.
My approach, as a designer, is very different. I prefer to help my clients come up with solutions that are (most of the times) product of (our very) close collaboration, and equally valuable contributions and participation. This, in my experience, helps build trust and, ironically, also has helped me do the kinds of things designers (the ones I was referring to earlier) would give anything to be able to do—thanks, once again, to the fact that I’ve demonstrated—via the trust I’ve garnered—that I bring to the table the skills and experience my clients really value. It sounds as though this is a given but in the design world it is, unfortunately, not always the case.
What is your favorite food?
Without a doubt, my wife’s Cochinita Pibil (a delicious Mexican dish).
Describe your perfect client.
One with whom I can build a relationship of trust and mutual admiration.
What three hobbies or activities do you enjoy most?
I really like architecture, and get extremely excited when I am at (or read about) a building or some other architectural creation from someone I admire. I recently visited the High Line, in New York City, for example. It’s such a tremendously beautiful site and also a huge catalyst of economic, cultural and civic activity. It’s what architects and urban planners call “making city.”
Second, although I am not very good at it, and don’t have a chance to do it very often, I also like playing (and watching) golf. It’s associated with some very special childhood memories so anytime I’m able to play a round, it is a rewarding and memorable experience for me.
Third, by accident, I recently discovered that I really enjoy building Lego sets—it all started when my oldest son, now eight, asked me to help him put together one of his fourth- or fifth-year birthday presents. Luckily for me, I also discovered Lego’s architecture series, so I’ve now been able to combine those two passions of mine. My collection is now comprised of a dozen sets and will hopefully continue to grow as Lego releases new buildings, by the world’s greatest architects.
What’s your favorite part of the workday?
Brainstorming, strategizing, concepting, designing.
Who would play you in the movie version of your life?
Well, people have told me that I look like Kevin Bacon. But I guess that would be too obvious—not saying that’s true, though! Maybe Sean Penn or Ralph Fiennes? (I really wanted to say Daniel Giménez Cacho, but I’m not sure many people in the U.S. would know who he is!)
What is your favorite quote?
Just one? How about these two (one very inspirational, the other much more pragmatic):
“The longer I live, the more beautiful life becomes.”
Frank Lloyd Wright
“If you're not failing every now and again, it's a sign you're not doing anything very innovative.”