FADCOM–ESPOL hosted the talk and workshop “From Designer to Strategist,” led by Jonathan Quijano, a professional in advertising graphic design and a specialist in strategic marketing, branding, growth, and artificial intelligence applied to business.
The event, aimed at students in Graphic Design, Media Production, and creative fields, offered insights into the evolution of the designer’s professional profile and the need to expand their skills beyond visual execution.
During the session, Quijano shared experiences and real-life case studies from his professional career, addressing topics such as strategy, creativity, communication, innovation, branding, and business, and emphasizing the importance of understanding the problems behind a brief in order to develop solutions with true value.
Participants worked with tools and methodologies such as “Copy · Combine · Transform” and “Steal Like an Artist,” and took part in a collaborative exercise focused on solving a problem through creative and strategic thinking.
Another key focus of the talk was the impact of artificial intelligence on creative professions. In light of the emergence of new tools, Quijano emphasized the importance of strengthening skills such as judgment, conceptualization, strategic thinking, and the ability to communicate and defend ideas.
The experience gave students insight into a professional perspective in which design is understood not only as a visual discipline but also as a tool for solving problems, generating value, and contributing to an organization’s goals.
As part of the activity, participants received resources from the “From Designer to Strategist” Toolkit, designed to strengthen projects, portfolios, and professional presence.
A designer who also thinks strategically
The talk left us with one central idea: it’s not about stopping being a designer, but about expanding the range of what we’re capable of doing with design.
The activity contributed to SDG 4: Quality Education, by strengthening skills and tools for students’ professional training; and to SDG 8: Decent Work and Economic Growth, by promoting skills related to employability, innovation, and professional development.
© Photography: Raúl Ruiz / Text: José Luis Castro
