Sabrina Barca, one of the creative directors at Designity, is a storyteller -- one who believes in the “magic of words and design.” Through her upbringing in Argentina, her time at New School in New York City, and eventually her work here at Designity, Sabrina has always known that it was her calling to build stories through various media.
Once and always a “creator,” Sabrina brings her unique perspective and her extensive experience to her clients at Designity, beginning all of her work by creating a concept and then fleshing out the details from there.
We sat down to interview Sabrina to learn more about her background, her perspective, and how her past has informed her incredible work at Designity.
Let’s go back to where it all started. Tell us where you’re from and how you ended up here with us today.
I grew up in Argentina. I earned a Bachelor's Degree in Graphic Design at the University of Buenos Aires, the most prominent design school in Argentina. After some working experience, I moved to New York and earned my Master's Degree in Media Management at New School.
But long before I earned these degrees, my relationship with creation was always present. I could write a poem or a snippet of fiction when I was only six. At that time, I began to realize that my creative path would always include telling stories. My education taught me that a story could be told through words, designs, videos, or other expressions.
From your perspective, what does it mean to tell a good story?
I think everyone has the ability to tell a story. But it is how one tells a story that makes it profound for the listener. For me, I believe the magic of words and design is powerful. I find great joy in hitting on a great layout with a gentle color scheme and well-organized advertising copy-- especially when it includes a little bit of humor or a tricky metaphor.
On the other hand, having a clear understanding of who the audience will be is essential to getting the story right. For example, health insurance slogans tend to be very straightforward, like “We've Got You Covered,” conveyed with a simple smile. This helps the older generation to grasp the idea. But the ads for Nike are quite different. Sometimes, there's just a powerful graphic without any text on it. This edgy and wordless picture conveys the image of the brand, which is another story-telling strategy to sell their concept.
I think that story-telling should start from the voice of the brand and the voice of your audience and tune the two channels into one.
Earlier, you mentioned your education in both Argentina and New York. How has it shaped you as a designer and as a creative director?
My education focused on excellence at design through concept. So, creating a concept before taking any further action was carved in my mind by then. Thus, I was taught that I should be able to justify everything I do with regard to that concept.
For example, I once had to design a full marketing collateral for a movie as a project for one of my classes in school. Based on the plot of the movie, I nailed down the theme of violence. Following this theme, the font of the poster was distorted, the mascot on the ticket was designed as being ripped, and the theme color was dark blue and crimson. This systematic training around a highly-organized concept led to my success as a creative director.
As for my Media Management degree at New School, I learned more about the function of media and the economy behind the screen. Exploring how media works helped me to leverage that media for my clients.
What inspires you to continue to pursue excellence as a creative director?
My inspiration comes from multiple resources, so let me give you an example. I found this amazing collage on an Ariana Grande fan's account. This collage split the album cover into 9 parts. When posted in a specific order, fans who take the grid view of the account could view a huge album cover on their screen. This is much more powerful than one small album cover image on the screen.
I can leverage this creativity for my clients in the future. I can also give this collage to the designer I work with so that he or she can see a real-life example and understand this concept.
Everyone has a favorite part of the design process. What’s yours?
I love to collaborate with both my clients and my designers. With my clients, I love to be able to understand them and their expectations, including what they want and how they want their idea conveyed. By having scheduled video meetings with my clients over time, I learn the border of the canvas that the client requires. But within that border, I can take my own initiative to create the campaign.
I also enjoy mentoring designers with my expertise, guiding them to follow the professional process of design. Plus, I get the opportunity to learn from those rising stars as well.
How Designity influenced your career?
Designity helps me to further develop partnerships with my clients. Thanks to the Designity's monthly plan model, I have the chance to work with some long-term clients, which helps me to understand their expectations and preferences better. With this long-term partnership, I can offer better designs to my clients. A win-win situation. Plus, Designity gives me the opportunity to meet so many creative designers and professionals. I believe creativity comes from connection, collaboration, and conversation, and I think Designity is just the perfect place to meet hand-picked professionals with eligible portfolios. All in all, Designity has helped me become a stronger storyteller.
To work with Sabrina, schedule a consultation call with us.