He explained this in the second edition of ‘More than…’, an initiative by the IED Barcelona School of Communication in which designers and creatives reveal the keys to their profession to students
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More than Art Direction: How Óscar Germade became Image Director of Mango
Date
04 February 2025
Óscar Germande, Image Director of Mango, was the second guest of the ‘More than…’ series, an initiative by the IED Barcelona School of Communication in which designers and creatives reveal the keys to their profession to students.
Under the title ‘More than an Art Direction’, Germade shared with students the lessons he has accumulated throughout his exciting career in the visual communication industry, where he has developed prestigious projects in fields such as fashion, advertising and design.
On 30 January at the Point One facilities, the former vice-president of the ADG FAD (he was also part of the academic community of IED Barcelona), reviewed some of the key moments of his career. From his years of training in Graphic Design — in the purest “classical” style and with the study of typography as the main pillar — through the founding of his own studio (called Solo studio, because he worked alone), to recounting the process that led him to some of his greatest professional milestones.
The first was to redesign the magazine of the newspaper El País, and to achieve this, he had to compete against two large studios as if it were “David against Goliath”. Four years later, the quality of the work he developed during his professional career in this field, together with the fact that he had generated a solid network of contacts, opened the doors to Vogue Spain, which signed him as the new art director, and then to Massimo Dutti and Mango. It is essential to surround yourself with good collaborators both to grow creatively and to evolve in the professional field. “There is always someone who takes you from one project to another,” said the creative.
Other points highlighted by Germade during his talk were the importance of nurturing a constant concern for cultural knowledge — “a good graphic designer must be a good reader,” he said — as well as the need to always maintain a critical vision of the discipline.
The ‘More than…’ series began last spring with ‘More than a Shoe’, accompanied by the avant-garde shoemaker Norman Vilalta. We will announce the next edition shortly.
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