At BAMF, creativity isn’t just part of the process—it is the process. Co-founder and Creative Director Antonio Serrano has built a studio that thrives on collaboration, experimentation, and pushing the boundaries of design thinking. With roots in Mexico City and a home in Madrid, BAMF brings an open, dynamic approach to branding, always asking, “What happens if we…?” We caught up with Antonio to talk about his journey into design, the lessons he’s learned from great (and terrible) bosses, and why questioning everything is key to doing great work.
Can you share the moment or experience that sparked your passion for design?
There have been many, and at different stages of my life. I always drew too much as a kid (nothing special there, I think), but the general consensus was that I was better at it than most of my class. Since then, I have always been very graphic (music, skateboarding and videogames only helped fuel the thing), even if I didn't go into design until I tried Mechanical Engineering at University. After a year of having too many doodles and illustrations in my math notebooks, I took the hint and transferred to Graphic Design. In the early semesters I saw the work of Pentagram (the Fashion Center logo) and Malcolm Grier (the Presbyterian Church logo) and was blown away by them. How could a logo be so smart and show that much while being so simple? I've been on a learning spree ever since.
Can you tell us a little about your first few steps in your design career?
At [BAMF] we push for creative collaboration, within the studio, but also with our clients. We're also always looking for different ways of doing things, and place creativity at the forefront of our design process.
What lessons from your early career have most shaped your leadership style and approach?
I've been blessed with great and terrible bosses; I've learnt a lot from both. My best bosses stayed with me during long late nights, and I've done that for our team as well. I also know that nobody does bad work on purpose, and help them build from that. At the end of the day, what I'm trying to do is make our designers the best they can be. If I manage to get that across, they will work harder and be more motivated (obviously the studio benefits from this, but it benefits them as well).
What are the core values or philosophies that guide your creative practice?
I feel design must be:
- Intelligent. based on well thought out ideas and solutions.
- Empathetic. understand the audience, the brand and the purpose.
- Aesthetic. look good, but purposefully.
- Simple. accurate, direct and impactful.
- Ambitious. Is this the best I can do?
As a principle, I always question my decisions, and do not shy away from others questioning them, and considering that moving forward. Ego is just good for one thing: getting in the way.
Who are some of the people within the design community that inspire you most?
Everybody in [BAMF] plays a huge role inspiring me to be better, every day. Obviously my two daughters and how they see life and how they're learning about the world. Industry-wise, Pentagram, Collins, Dixon-Baxi, Hey!, and many, many more!
What should emerging designers keep in mind as they begin their design career?
Push yourself as hard as you can (without overdoing it). Be ambitious and believe you can work anywhere if you try hard enough. There will be time to relax and take it slower later on. Get to know your heroes, and talk to them (you'll be surprised how many are thankful and willing to share advice). Go visit the places where you'd like to work and work on your presentation piece (if it's a physical one, even better).
Looking ahead, what do you think are the key factors that will shape the global design landscape?
It's been shaping it since the beginning, but experimentation will keep its place at the forefront of the design landscape, "How far can we push this?", "What happens if we…?", "Can we do…?".
Tell us some of your favourite, creative people and inspiring places in your city!
The Museo del Prado is the best in Madrid. End of discussion. Walking in El Retiro Park always brings peace and a great place to sketch, think or relax. Walking around aimlessly in Las Letras, Chueca and La Latina is always worth it (galleries, shops, cafés, parks, squares, plazas…). And a quiet morning in Plaza Mayor is breathtaking (if you manage a quiet morning!).
