Buenos Aires–based director Bernardo Henning discovered early on that drawing, typography, and graphic design were his path. Known for his instinct-driven process, he values quick sketching, strong concepts, and creating impactful images that evoke emotion. Bernardo believes style comes with time, encourages creatives to embrace change while staying human, and sees his vibrant city as a “beautiful mess” reflected in his work.
Can you tell us a little about your first few steps in your career. Was there a moment or experience when you realised this was what you'd do as a career?
I was lucky enough to discover in my early stage that this was what i wanted to do for a living. I was always drawing as a kid and later on i discover a unique love for typography and graphic design. I understood that i can add some value with my illustration / art skills, to make a difference with that. I remember some friend in high school mentioned the graphic design carreer and i thought, this includes all that i want to do so, that was the moment i guess.
What lessons from your career have most shaped your style and approach?
To not rush the process, to learn of it and eventually you will find your own style and path. The search of a personal style may be longer than expected and it will have up and downs for sure. i learned that what i wanted was for clients to look for me and my work to be the reference when it comes to briefs.
Tell us about the core values or philosophies that guide your creative practice.
I always trust and respect my firs thoughts on everything. My instincts are true, what first comes to mind when someone mentions a new project or brief. Also i trust my first sketches, i try to translate my thoughts to paper as fast as possible and let them guide the whole practice, also having a strong concept that holds everything is really important for me. But in the end it's all about creating beautiful impactful images that makes you feel something.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
It will happen naturally that they will be seen, because they have all the resources to do so, in terms of online showcase, and eventually we are looking for something new and fresh all the time.
How important is it that creative professionals find their unique voice?
It's really important both for the artist and for the industry. The artist will feel more confortable. its important for creatives also to hire the right person for each project and that everyone is doing what they do best. To find your voice can be how you speak to the world about your values, its not just about the style.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
We must embrace the change, adapt, without loosing the essence, the human must remain present, even if we are using new technologies along the way. Eventually we are always going back to craft, this is a circle.
How much does your city influence your work?
Unintentionally, i think that it influences my work a lot. Color, chaos, sensation, people, writing on the walls. Buenos aires has a full range of images and sensations.
How much does your culture influence your work?
Buenos Aires has a lot of culture, it's a city full of things happening all at once.
it's a contained chaos, a beautiful mess, and i think that my work reflects exactly the same.
it's a contained chaos, a beautiful mess, and i think that my work reflects exactly the same.
Tell us some of your favourite, creative professionals and inspiring places in your city!
I love going to all the local coffee in my neighbourhoods, from Palermo, to Colegiales and Chacarita. There's a LOT of inspiring professionals in this city, at the moment I'm really diggin' the work of Jorge Pomar and how he reinvents the city surroundings.
What should emerging creative professionals keep in mind as they begin their design career?
Experience is really valuable, try to start working on what you like as soon as possible in the real world. Get connected with other professionals, ask for opinions.
—