Meet Antonio Francisco: Creative Director

We had the good fortune of connecting with Antonio Francisco and we’ve shared our conversation below.

Hi Antonio, do you have some perspective or insight you can share with us on the question of when someone should give up versus when they should keep going?
I continue to push until it is no longer fun; this is when it is a good time to pivot and/or start something new. When I am not able to visualize a positive and outcome, I know it is time to stop. Do keep in mind, my answer to this question pertains to my design and creative process – this may not particularly relevant in relationships with others, as relationships with people and loved ones are more dynamic than my relationships with my work and process.

Alright, so let’s move onto what keeps you busy professionally?
Reduced Design is An award-winning creative agency working nationally & internationally, specializing in innovative visual communication, branding, web design & print. Over the past year, we have been awarded contracts in Moscow, Russia for UAZ and currently, part of our team has been working on a few projects in Barranquilla and Bogota, Colombia for a major restaurant chain. We focus on “reducing” embellishments in design. We listen well, and then after we receive and understand all of the working parts that our clients present us, we methodically chip-away until the core values and design aesthetics are left. Getting to where I am today is still part of my never-ending journey. Recently, I opened a new bar in Colombia, South America focusing on new American dishes and cocktails. Some days it is easier to envision direction and projections and other days it’s a little vague. I value most, my ability to deliver and finish what I start and take on new projects that make me happy and feel fulfilled. Have fun in what you do, and trust your gut.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
This is probably where I am the least creative. Like many of my creative colleagues, I would probably start off with a coffee at one of the local third-wave coffee shops around the city, either chrome yellow or Condesa coffee to game plan our next move. After getting a little work done, we would probably hop on a bike ride exploring parts of the city. I love Serpas and Zibas for food so that is probably where we would end up. Who else deserves some credit and recognition?
“You’re always teaching yourself strength or weakness. Choose strength.” James Hugh Potts II has been a dear friend and mentor for the past 10 + years and has been and continues to inspire me daily. A witty Trial Lawyer and almost doubled my age and I still can not keep up with him in the gym. Good genes? Maybe. He doesn’t have time to think about that stuff, he just does things with unparalleled focus and gut. He pushes me creatively and spiritually, at times texting me at 4 am with a kind word of encouragement and at other times with a new app to download breathing or cold shower techniques. What I appreciate most is that he too recognizes my strengths and depends on my input; he values my opinion. He reinforces great humility, and from him, I learned a gentleness of spirit and much about what it takes to be a true leader. He fights for the best in us all.

Website: reduceddesign.com
Instagram: reduceddesign