My first job as a designer was at Punta Studio. Our client was Fate, an Argentinean car tire company. I was in charge of creating the sidewall design of their product Fate Sentiva.
The sidewall of a tire has useful information molded into it, such as:
- The name of the tire
- Its size
- Whether it is tubeless or tube type
- The maximum load and maximum inflation
- Important safety warnings
During my time at Punta I began understanding that creating a product requires the involvement of diverse actors. Designers, engineers, branding experts, lawyers. I began shaping the idea of participatory design, where collaboration and exchange of ideas manifest throughout the entire process.