Meet Margarita Estefania, the creative force behind Bahia Design, a vibrant studio that blends cultural influences with impactful storytelling. From selling paintings as a child to navigating the design industry across continents, Margarita has forged a unique path shaped by a passion for creativity and a quest for meaningful expression. In this interview, Margarita shares insights into their journey from Mexico to Italy, the pivotal moments that led to founding their own studio, and the challenges and triumphs of establishing Bahia Design in a foreign country. Discover how Margarita's cultural background informs their design approach, fuels their creativity during challenging times, and drives their commitment to creating impactful designs. Join us as we delve into the ethos and aspirations of Bahia Design and gain valuable advice for aspiring designers and entrepreneurs looking to carve their own path in the world of creativity.
What inspired you to pursue a career in design, and what led you to relocate from Mexico to Italy at such a young age?
I always knew I wanted to design. My first steps in design consisted of paintings that I used to sell to my neighbors (and they paid! haha). Then my mom taught me how to sew when I was about 9, so my parents thought I would end up doing fashion design. Finally, my high school offered marketing and design courses, and there I knew graphic design was the broadest career I could pursue.
Can you share a pivotal moment or experience that solidified your decision to transition from working in big advertising agencies to starting your own creative studio?
My parents were a big part of the decision to study abroad. They wanted me to see the world, and because of the safety crisis due to the drug war our city was going through at the time, studying abroad was the perfect excuse to leave. Together we chose Italy because in our minds it was related to great design and art: the Renaissance, industrial design, architecture, and so on…
I left the agency I was working in because for me it didn’t feel right. I felt like everything was too fast and too anonymous and I just didn’t feel like I was doing everything I could do… I felt limited in a sense. And so I left my place there to look for a job in a smaller, more familiar agency. Then… COVID happened. While I was in Mexico visiting my family and applying for jobs, everything went down, people started losing their jobs and of course, no one was hiring. That’s how the idea of starting something of my own started.
What were some of the initial challenges you faced when establishing Bahia Design in a foreign country, and how did you overcome them?
I feel like most challenges and fears when starting were tied to my “immigrant” condition. I felt like If I did something wrong or filed the wrong document or missed something the Italians were going to kick me out. I felt like I was risking my residency permit. I overcame those fears by doing a lot of research and with assistance from a professional. I learned that you can’t do everything by yourself, you need friends.
How has your cultural background influenced your approach to design and storytelling within your studio?
I feel like my style has changed a lot, especially in recent years. Back in Uni, I wanted to do everything the Italian way, and for me, it was with elegant, minimal design. Italians are very tied to traditions and are a bit “old school” in a way. When I was back in Mexico during COVID I discovered a lot of Mexican design studios that were slaying. I noticed how different their style was. I realized, wait, I CAN do this differently. I can bring a little bit of the colors and joy into the work I do. Mexican advertising is soo flashy and funny and I try to bring that whenever I can into my work while respecting the brands I work with.
I have rediscovered and reevaluated a lot of my own culture, and now it is such a big part of Bahia’s approach to every project. I imagine myself as an explorer in the middle of the jungle, about to discover a temple or a hidden gem.
Can you describe a particularly memorable project that exemplifies the ethos and style of Bahia Design?
I love the work we did for Alhumbra. Marisa Ortiz (the CEO) is a physiotherapist working to improve women's experience, health, and quality of life during pregnancy, childbirth and postpartum. She is a badass and is challenging a lot of taboos and preconceptions about pregnancy.
This project exemplifies what we believe in: to create meaningful design, to do good advertising. To do good.
Another thing I love about having my own studio is learning about a lot of different things and industries. I had that with alhumbra doing a lot of research about the argument and listening carefully to Marisa’s own experiences.
I like doing things the opposite way everyone else is doing them, and with alhumbra we did exactly that: when most doulas and physiotherapists were talking specifically to women in an almost condescending way, using very traditional and sweet “women colors” Alhumbra’s communication is a punch, it is bright, bold, and rebel and is not only for the mother but also includes the father and teaches him how to help. It considers a woman as a whole and not only as a mother but also as an athlete, a worker, and a sister. Everything in alhumbra’s identity has a purpose, and a meaning, and is a piece of the puzzle.
What fuels your creativity and keeps you motivated, especially during challenging times?
I find going for a walk helps every time I get stuck. Of course, I love traveling and filling my soul and my eyes with beauty, but I don’t get to do that every time. I get especially inspired by nature, but even going to the city and looking at the signages outside restaurants and cafes does the trick.
I also love going to museums and reading.
In what ways do you strive to connect with your clients on a deeper level to understand their stories and translate them into impactful designs?
I love listening to the stories every client has to tell, in the end, that’s what the brand is made of. I can just ask what their vision is, what they believe in, what they're expecting, and eventually, the answers spark the brand personality.
I ask a lot of weird questions. I learned this from Hoodzpah Design, a design studio in California. And I find it really gets the conversation going.
What advice would you give to aspiring designers or entrepreneurs who are considering starting their own creative ventures, particularly in a new country or unfamiliar environment?
Do a lot of research and if you can, get help! Make friends, talk about your project to people - there’s always someone who knows someone-. And don’t get discouraged if someone says you’re not gonna make it. I got a lot of that, and I still do, but I don’t let that get me. Be a rebel but be smart about it.
How do you balance the artistic freedom of creativity with the practical considerations of running a successful design business?
This is a tough one because I sometimes would like to just design. For me it takes a lot of organization, I have days for admin tasks and days for design tasks. I use Notion for project management and it really helps me to block time for everything, even for learning and working out.
Looking ahead, what are your aspirations for the future of Bahia Design, both professionally and personally?
I would like to work on a project for Brescia, the city I live in here in Italy. It’s a city that’s given me so much and I want to leave a little piece of me in here. I would also like to have the opportunity to collaborate with other design studios and artists.
