[Applause]
my little girl I liked to draw
I think all the boys when they are
little girls like to draw not good to
I loved art workshop workshop
paint shop drawing workshop
architecture and amec is a workshop of
architecture at 10 years old not everything
related to the artistic and manual
later in adolescence it was not the
typical teenager who hated his
parents and I thought they were crap
yes dad if you are listening to me for
more fights we’ve had and
let’s have now I do not hate everything
contrary
What I wanted was to please him was to be
the perfect daughter
So much so that when I finished the
secondary that could have made me
I scored in the race that dad wanted
my old man always wanted to have a son
poor doctor we all left
designers do not have gps medicine dure
six semesters crying and saying
that he did not want anything that he
approximated
so I left a bit because
intuition a little bit because my brothers to
they were students of the fadu and I think that
mainly because I had a friend
that if you are going to notice in this race I
I scored in graphic design
we started the miami cbc to lasted two months
debt crisis continued not started
the race scored I was crying
three months has left some like this up
what more or less
I was finding the return in parallel
did he get a job in a company
big state
I started as a receptionist they found out
who studied design will go to the area
of communication and so I was climbing
but the truth is that there was something that did not
closed nobody knew how to design how
how to transmit it and bosses knew little
or cream of design you never have this
because to those who study design and
more than anything in the uba
They teach us that design is only
a brochure or a logo that of cute or
aesthetically pleasing design has
a concept behind conveys the design
as we tell the students in the facu
has a blueprint and then only
take it out graphically the design
and visual communication
when I received on December 13,
2013
I do not forget anymore, resign if I do not
now I do not do it anymore I started working
freelance worked for some great
Business
I had a while ago but the truth is
that I realized that they did not fill me and the
heart and pocket at the pace of
time offered me a job
dependency relationship that seemed
be great
one works in large companies feel
that there is not a kiel and a because behind
of these big companies
mists with one or the other day I talked to
another, not to mention sending a message to
call it from Puebla 18
8 and a weekend
forget you good cancer me working
for this great company that nobody had
motivations and design nothing good
nothing wanted to send his narco resume
ridiculum at first I was fixing that
applied then sincerely sent to
Everywhere and one day I got an email
to marina
we would love to know what we liked
much his portfolio blah blah but appeals to
one more we would be worth more we got together
with them and after me and day of
918 in a cafe and she told me that she was
the founder of an organization that
I worked with micro entrepreneurs
in a few words entrepreneurs that
they work at a few coves and that what
to her was to help them generate their
brand and your identity
if we think about it, we all know
entrepreneurs the corner grocer
the hairdresser of the turn the lady who
makes meats
the lawyer who was left without work and
he started to drive a taxi
we all know I always say that the
entrepreneur is a matter of attitude
more than anything and there are a lot of people that
looking a bit for their way of subsisting
and on the other hand also and more than anything
carrying out his dream of all the
life get on this boat the
entrepreneurship a difficult boat and I
he asked if he was fair with the silver
to feed your children and over
have zero compact
when we started working with
anses and I started to contact me with
entrepreneurs make the logos the
brochures cards and for those who do not
come from the design side and the
communication
I tell you one when a
identity project
The first thing you have to do is
analyze analyze because I create that brand
for what is its essence its
values your proposal a mickey
differential that makes it unique in
workshops we are with the organization
a little pricking it a little bit to
make the best of them always going to
the entrepreneurs because I’m going to
buy the voice the sneakers equipment in
the other block they sell some slippers
very similar and above cheaper and
there a world opens
for example in the last workshop that
we did in the metropolitan center of
crispin design one of the
entrepreneurs talking about the essence and
that motivated him , I say that I’m going to
buy the booties for me
nephew and he tells me is that my son tim
it’s just serve to play football not
they are just a shoe and ankle boots
the boys put them on and they think they’re
idol
I know that Messi Maradona do that
booties only serve to play at
football
there he killed me he bought 10 I told him with
I found you
for example víctor good for me is
represented above all represents the
union of all Latin Americans
where good boys and girl have
many customs and 7 of his heart of
jesus the sight for a good heart
the South American countries where
we found that to all countries
Americans represented in a single arm
towards a single force is the embrace of the
union of all of you who believe that
sells viktor orbán of slippers but
its essence is the shoes your brand
it ended up calling Latin ties
because he says that the brand creates her
many people of different
nationalities and the brand the
entrepreneurship is what unites them in that
heart
that’s what he wants to express in his
entrepreneurship import of
slippers or whatever
so it happens with everyone for example nati
he lives in villa 21 and when he started
when it started it was because the husband
digitized files in a company and
they cast him son and now what do I do and
he had young children and he started thinking
how could I perpetuate the drawings of
the younger ones because if you can
to be true they get lost they get stained
they put yellow but when you ask
to nati that he wants of his emprendimiento
says something to me as a person and as
professional calls me and fills my soul
This tells us what we think is
as if we started with a
iron and we can cross the villages
nothing and replicate the families of
neighborhood that are outside the market
labor
that is our goal and that is what
It moves us to be able to generate work for
the neighbors who are excluded by
lots of situations that do not allow
who can access a formal job
but for a matter of lack of
opportunities and a goal from here to
we hope it’s not too far away
let’s be a lot of family that we can
be working within this one of this
business unit and that can be
replicate that we can grow and grow
generate work
they say it’s success and for success
is can reach the important goal
but says accompanied by people
[Music]
Nati makes these products and has a
workshop how they will have seen riding on their
house in the villa 21 a person who does not
is that she has a determined life and everything
it costs a lot has many many
obstacles but when you ask nati
what is your goal says that your
objective is to give a decent job to their
couple work in community
That’s when you realize that life
happens on the other hand that one many times
he is so selfish individualist that he
fixed if you win two or three pesos more for
a job and it does not really get to
think if it’s what you really like or
if he does it simply for the silver
because they may need it in the
workshops we are doing we the
identity
in this case this is the logo of naty
art in the workshops we and
we make the values think the essences
the personalities of the brands and they
creates a very companionship environment
strong but because if you think about it
all are these people these
entrepreneurs all in the same boat and
many times they row in the same tides
when nat and wine came with a project
that digitized files and it was called
point 21 after we saw the
essences values and we also propose
We told him that you seem to point 21
represents clearly realized that
not then we started thinking between
everybody
Entrepreneur coordinating workshops
police is the name that the
will represent her that you represent
essence that I wanted to show and was one of
your classmates do not
the entrepreneurs who told him what
wants to represent is the art the most
chiquitos artists have to call
when in one of the last classes and
we make them think of the slogan that
hook that makes you unique the slogan of
Naty is not erased memories that have
a little sense not what I want
tell them with this is that behind each
brand and each enterprise to
more or less hard stories more or
less strong but all have a
history
they all have stories behind them
to represent and if you think about
we all have brands and stories like
for example when I was little I
liked to draw and then in the
adolescence I thought I could go for the
side of medicine and clearly you re
but we all have those marks that you
they mark and that at some point they make you
think about if it’s what you really
want and if not hit a swerve and
beat toss the deck back
we all have that with more or less
right we give more or less account what
important is to do it conscientiously and
to think about that dream is fulfilled that
dream that for entrepreneurs are
your marks for us can be the
profession a hobby a passion
important to get on that boat and not
get off never form tides storms what
that is, you do not have to get off
fulfill it
my little one how I told them I liked
to draw
I say this because
the designers bother us a little bit
tell us what we do cartoons
but for me to make visible to the
entrepreneurs
that dream that brand identity
it is what fills me the most and for me
draw them a smile on their
faces
is my best drawing thank you very much the
[Music]
[Applause]
[Music]
”
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