Paula Vega didn't set out to build a consultancy. PepperSpace started as a lockdown side project during her third year at Central Saint Martins, when she and her now business partner Ana merged their freelance work almost on a whim. Five years on, that "college hobby" has become a design consultancy she can't imagine walking away from. Colombian by heritage and now based in Barcelona, she brings a Latin American perspective to a European creative scene that, in her view, still has room to see that talent more clearly.
Her approach to design starts with the business, not the brief. She reads a client's model and challenges first, then lets creative decisions follow from that understanding — treating design as a strategic tool rather than a purely aesthetic one. Listening sits at the centre of her process, and she's candid about where the industry falls short: creative education teaches craft but rarely teaches the business of sustaining a career from it. On AI, she's unthreatened but recalibrating, seeing her value shift toward strategy, systems and the judgement that shapes what a brief becomes.
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?
PepperSpace was one of those happy accidents born from my restless need to always be creating something.
It started during my third year at Central Saint Martins. We were in lockdown during COVID, and with some unexpected time on my hands, I suggested to Ana, now my business partner, that we merge our freelance projects and create an agency together.
At the time, it felt like a fun university side project. We didn’t have a big master plan or know exactly where it would lead. We simply started building, learning, and figuring things out as we went.
Five years later, that “college hobby” has grown into a design consultancy and my career along with it. There wasn’t one defining moment when I decided this was what I would do. I think I realized it somewhere along the way, when the thing we had created almost by accident became something I couldn’t imagine not doing.
What lessons from your career have most shaped your style and approach?
Structure and discipline are at the core of my creative process.
For me, design is about solving a problem through a strategic and functional lens, rather than approaching it as a purely aesthetic exercise. I like to start by looking at the business model, understanding its needs and challenges, and then building from strategy.
That foundation gives creativity a clear direction. Once you understand what a business actually needs, you can make creative decisions with much more intention.
Tell us about the core values or philosophies that guide your creative practice.
Listen, listen, and listen.
I love having real conversations with my clients and hearing about their challenges, ambitions, and goals. Listening allows me to understand what is really driving the business and connect with the purpose behind it.
Empathy plays a big role in that process. When you genuinely understand where someone is coming from, the work comes from a much more authentic place. It allows you to create solutions that feel specific to the brand rather than applying the same formula to everyone.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
I think we need to rethink the way design is taught.
Creatives are taught how to think like designers and become very skilled at their craft, but there is often a gap when it comes to learning how to build a sustainable career or business around that talent.
Understanding how to price your work, manage clients, communicate your value, build a business, and make a living from your craft is incredibly important. I would love to see the business side of creativity become a much bigger part of creative education.
Talent can open the door, but understanding how to build something sustainable around that talent creates opportunity.
How important is it that creative professionals find their unique voice?
Authenticity is everything.
There are so many talented and highly skilled creative professionals out there. If someone is looking to hire a designer, chances are several people could deliver work to a similarly high standard.
What often makes the difference is everything that happens in between: how you think, how you communicate, the questions you ask, your perspective, and ultimately, how it feels to work with you.
Your unique voice is not only reflected in the final work. It is also present in the way you approach the entire process. That is something much harder to replicate.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
Most definitely AI.
As creatives, we first have to accept that these tools, platforms, and technologies will replace many of the tasks we have traditionally been hired to do. In some cases, clients will choose to pay for an AI subscription instead of paying for a creative service.
I think this will shift the relationship between creatives and clients from “we do it for you” towards “we do it with you.”
As a designer, I don't particularly feel threatened by AI, but it has made me reconsider where I can create the most value. My focus is increasingly on design thinking, strategy, and defining the soul and essence of a brand.
I see my role as helping clients build stronger inputs: the strategy, systems, context, and creative direction that allow them to generate and optimise better outputs with AI. The tools will continue to change, but knowing what to ask, what to build, and why it matters will become even more valuable.
How much does your city influence your work?
Barcelona breathes creativity.
It is incredibly inspiring to live in a city that feels so open-minded, multicultural, young, and energetic. You see that creative spirit reflected everywhere: in its brands, architecture, culture, fashion, food, and the way people inhabit the city.
There is a sense of freedom here that encourages you to explore and experiment. Being surrounded by so many different perspectives naturally pushes you to stay curious and see things differently.
How much does your culture influence your work?
I’m Colombian, and having studied in London and now living in Europe has given me a different perspective on the creative industry in Latin America.
I see an incredible amount of talent and potential in the region, but also a lot of room for the industry to continue growing. That excites me. I feel very motivated by the opportunity to contribute, in my own way, to the evolution and visibility of Latin American design.
Being exposed to different creative cultures has also made me appreciate the perspective we bring as Latin American creatives and the importance of giving that perspective a stronger voice globally.
Tell us some of your favourite, creative professionals and inspiring places in your city!
These are a few of my favorite places I keep coming back to:
Llibreria Finestres: For book lovers, especially if you can lose hours looking through beautiful coffee-table books on photography, interior design, fashion, and art.
DHub Barcelona: Barcelona’s design museum and one of my favourite places to spend time around design. Beyond the permanent and temporary exhibitions, there are coworking spaces, a café, a library, and outdoor steps overlooking the water.
OFFF Festival: One of the biggest festivals dedicated to creativity, art, and digital design. It brings together an incredible international creative community and is always a great source of inspiration.
Creative spaces and cafés
Itnig Café, Casa Bonay, Poblenou Fresh Coffee Roasters, and El Noa Noa are some of my favourite places to work, meet people, or simply spend time surrounded by the city’s creative and startup communities.
Gràcia: The neighbourhood itself is a constant source of inspiration, full of independent studios, concept stores, artists, and small creative businesses.
Entre Salas Barcelona: A concept store, café, workshop space, and radio studio all in one.
Monomo Space: A self-portrait studio and a great example of the kind of independent creative concepts you can discover around the city.
Nook Concept Store: A creative corner built around community.