From Buenos Aires to Bavaria: How The Responsible Creatives Design with Heart

Creative Market Last updated: October 8, 2024 · 6 min read

Welcome to another insightful edition of our Behind the Shop series, where we uncover the creative journeys behind the brands thriving on Creative Market. Today, we’re shining a spotlight on The Responsible Creatives, a dynamic design duo blending their talents across continents—one in Germany, the other in Argentina. Keila and Mariela’s journey started back in their college days, and over 20 years later, their partnership is stronger than ever. Their work goes beyond just aesthetics; it’s about crafting holistic brand identities that resonate deeply with their clients’ values. With a focus on sustainability and resilience, The Responsible Creatives are redefining what it means to design with purpose in today’s world.

What inspired you to pursue graphic design in the first place? What were you working on before?

Although I originally studied Interior Design, Mariela is the “real” graphic designer! From the early years in college, I knew I wanted to work in an interdisciplinary studio, focusing on integral creative solutions for brand identities.

Mariela and I met during college and quickly started collaborating on design projects with a richer, more holistic approach. By combining my background in interiors with her graphic design expertise, we were able to create more three-dimensional designs—ranging from window displays and look-books to photo shoots and corporate stationery.

When creating a new template, where does your creative process start? What inspires you?

We strive to stay ahead of the curve by keeping an eye on trends—not just visual, but social as well.

The push for sustainability and self-reliance, especially in the face of ongoing polycrises, inspired us to develop comprehensive identity packs that are as resilient as they are beautiful.

We firmly believe that good design should communicate effectively and be accessible to everyone, regardless of the circumstances. Our clients and colleagues constantly inspire us, as do platforms like Pinterest and WGSN, which offer a wealth of ideas and insights.

How would you define your signature design style? Is it different for each of you? If so, how do you reconcile differences as a single studio?

We’ve been working together for over 20 years now, and at this point, it’s safe to say we operate like an old couple. The fact that we’re friends is a huge bonus—it adds a layer of trust and respect that we value deeply.

Whether it’s client work or personal projects, we approach everything with thorough research and a clear understanding of the challenges ahead. Our workflow is seamless, but adaptable, depending on the specific needs of each project. Sometimes I take the lead as project manager, and other times, Mariela steps in. Regardless of who’s steering the ship, our process remains consistent:

Research: We dive deep to understand the brand and its competitors.
Target Audience: Defining the niche helps answer key questions.
Moodboard: We explore different ideas and visual directions.
First Drafts: Slowly, the chosen ideas start taking shape.
Finishing Touch: After internal or client feedback, we finalize the pieces and prepare them to go live or head to print.

The idea of being like an old couple still resonates with me. But I’d add that we truly benefit from our differences, trusting each other to bring our unique strengths to the table. This dynamic enriches the entire creative process and makes our work together all the more fulfilling!

How have Germany and Argentina as settings inspired your work?

Transitioning from the bustling metropolis of Buenos Aires to the tranquil countryside of southern Germany was a profound shift—one that touched every aspect of my life. It wasn’t just about learning a new language or getting used to driving a car. The weather, the landscape, the culture, the people, even the food—all of it was a world apart from what I knew.

After 14 years here, I’m still in awe of how distinctly you can experience all four seasons in Germany. In Buenos Aires, it was mostly warm, sometimes scorching, with a brief nod to something like winter. But in Bavaria, January wraps the world in a quiet, snowy blanket, while July and August burst into life with endless, blooming days.

These seasonal changes even influence how I decorate my home, with natural materials that reflect the current time of year.

What I miss about the city is the sheer variety and possibilities it offers—cafés on every corner, unique shops, and the fascinating people you encounter. Those elements are a constant source of inspiration, reminding me of the vibrant life I once knew and still carry within me.

Out of all the products you’ve designed, which one is your favorite and why?

I have two projects that resonate deeply with me, each reflecting different aspects of my life—one rooted in the countryside and the other in my vibrant city past.

First, Ars Botanica | Full Identity Pack is a personal favorite. I captured many of the images right in my garden, infusing them with the rich, warm tones of autumn. Mariela’s custom illustrations elevate the identity, adding a touch of elegance that promises an abundant future for those who appreciate the emotional depth of nature.

On the other hand, Chez Cocotte | Full Identity Pack speaks to the playful, colorful side of me that still craves the lively spirit of city life. The bright visuals and delightful layouts invite you to enjoy a cozy five o’clock tea, no matter where you are. It’s a slice of my homeland, reminiscent of Palermo’s Neighborhood in Buenos Aires, where a new café is always waiting to be discovered on every corner!

What are the top 5 features/quality markers a customer should look for in a great template?

In the complex world of branding, an integral approach goes beyond mere aesthetics. It goes into the very core of your business, intertwining every facet into a seamless story.

Your brand becomes more than a logo or color scheme – it transforms into an experience that resonates with your audience on multiple levels.

We craft visual universes that resonate with your products and services. With focus on the whole: your Corporate Identity / Brand Identity.

Therefore, when looking for great templates, please keep in mind the designs should:

Tell a Story: The design should weave a narrative that aligns with your brand’s essence.
Be Clear and Consistent: A cohesive visual language across all elements is key.
Have Professional Images: High-quality visuals are non-negotiable for a polished look.
Custom Illustrations: Unique, hand-crafted elements make a brand memorable.
Be Fully Customizable: Flexibility to tailor the design to your brand’s specific needs is crucial.