OTOTOI DESIGN LAB Interview

October 16^th, 2024

Interviewer: Soul (Irene) Chung – Design Student at Emily Carr University of Art + Design

Interviewee: Sandra Indira Castellanos – Founder & Creative Director at Ototoi Design Lab

Q: What factors do you take into consideration when you are selecting the projects you choose to work on? Additionally, is your decision-making process more methodical or spontaneous?

A: When selecting projects, I primarily consider the alignment between the client’s values and my own. I’m drawn to projects that offer opportunities for innovation, challenge me professionally, and allow me to contribute to something meaningful. My decision-making is a mix of planned and spontaneous. While I carefully assess the project’s objectives and constraints, I also leave room for creative intuition (the genius wind) to guide me through the process.

Q: What experiences and mindset led you to set up your studio? How different is it compared to working in a team with different designers versus working alone?

A: After graduating, breaking into the creative industry proved challenging. I spent several years working in hospitality and later as a stay-at-home mom, but I stayed proactive by volunteering, furthering my education, and earning certifications from institutions like the University of the Fraser Valley and BCIT to become a Digital Designer & Communications Specialist.

With the industry oversaturated, I knew I couldn’t stay idle. I needed to keep creating, so I branded myself and eventually launched Ototoi Design Lab. During a PR practicum at a local marketing agency, I experienced the value of collaboration—working with a team brings diverse perspectives, which can be both inspiring and energizing.

At the same time, working independently has allowed me to pursue projects that align closely with my interests and values, offering full control over my schedule and the creative process. While I appreciate the flexibility and autonomy of running my studio, I also value opportunities to collaborate in a team setting, where shared ideas and feedback lead to innovation and inspire growth.

For me, it’s about finding a balance between the structure of teamwork and the freedom of independent work—a balance that shapes my creative journey and mindset.

Q: What are the key points in your studio that stand out from other companies?

A: Ototoi Design Lab contrasts by bringing multicultural inspiration, purpose-driven design, and strategic communication together and crafting designs that add meaning and reflect the brands’ core values and voice. Combining graphic design, public relations, digital marketing, and UI/UX principles, I listen closely to the client’s needs and provide an ultra-personalized, one-on-one service. My focus on aesthetics, functionality, and user experience helps brands connect with their audience on another level.

Q: What are your strengths and weaknesses when it comes to design? What is a trait or skill that you have refined, and how does that help in the efficiency of your design process?

A: One of my strengths is my ability to immerse deep into each project and find meaning that combines aesthetics, functionality, and strategic messaging. I’m also good at understanding a brand’s voice and translating it visually. A weakness would be perfectionism, which can sometimes slow me down, (like that TheRealFinal-final-3000.ai file that is never good enough to deliver lol) but I’ve worked on balancing attention to detail with real expectations and project timelines. A refined skill is my ability to effectively communicate with clients, which prevents errors, enhances efficiency and keeps projects on track.

Q: What has influenced your designs? What experiences or feelings inspire and shape your work? Are there multiple experiences that have stacked on top of each other, or is it a single experience?

A: My designs are shaped by a blend of life experiences, cultural influences, an appreciation for nature, and the unknown, and even my love for cats. Over time, various experiences have shaped my perspective, from travelling for inspiration and learning from creatives across cultures to navigating challenges with clients. What inspires me most are moments of authenticity, when a brand’s story truly resonates with its audience and evokes deep emotions. This connection between storytelling and people is at the core of my design philosophy. The tough experiences have also been valuable, pushing me to grow creatively and professionally.

Q: How does your work environment affect your creativity and the flow of your work? Does it have a big impact on how it influences your designs? If you could change one thing about your working environment, what would it be?

A: My work environment greatly influences my creativity. A clean, organized, and aesthetically pleasing space with plants, fresh air, and my cat helps me focus and spark ideas. Natural light, music, and a peaceful atmosphere allow me to get into the workflow. If I could change one thing, it would be to work in a different setting from time to time to keep things fresh.

Q: What is the geography of where your design prevails? How do you think your environment affects your designs (regional-wise)?

A: Being based in BC, I’m influenced by the natural beauty and diverse cultural landscape of the region. This appreciation for nature and cultural heritage often finds its way into my designs, especially in projects that emphasize sustainability or social consciousness. My designs aim to reflect a local and global balance and connect with people’s roots.

Q: How do you practice your work and designs? What exercises?

A: I stay sharp through regular sketching, a lot of sketching, experimenting with new tools and design software, and keeping up with design trends. I also engage in personal projects where I can freely explore creative ideas without client constraints. Another important practice is staying curious, and exploring art, design, and even technology trends outside my usual domain to inspire fresh thinking.

Q: What is your definition of design? What are your company’s goals?

A: Unlike art, design, to me, is a problem-solving process that blends creativity with communication and purpose. It’s about creating solutions that are functional and beautiful, whether it’s an add, a billboard, a website, a brand identity, or social media content. The goal of design is to communicate a message clearly and guide people on what to focus on and what to do next. It’s about telling a story in a meaningful, authentic way that evokes emotions and inspires action.