It's all about people: Guillermo Dufranc
Here below we are sharing with you our interview with Guillermo Dufranc. He is a Project Manager and Sustainability Strategist at Tridimage, our member from Argentina. Read about Guillermo's vision of responsible creativity, his approach to sustainable design, and a childhood memory that seemed to have shaped his career.
1. Share a highlight of your EPDA experience.
The most valuable part of being in EPDA is the exchange of perspectives with other members who genuinely believe that design can drive meaningful change. I’ve taken part in several discussions where sustainability isn’t treated as just a trend, but as a true responsibility. It’s energizing to connect with people who don’t see sustainability as a limitation, but as fuel for creativity and continuous evolution.
2. Who is your biggest design reference or inspiration?
It’s hard to name just one, but I’ve always admired Victor Papanek and Dieter Rams. They were ahead of their time, talking about responsible design long before it was mainstream. Their belief that design should serve people and the planet, not just aesthetics or commerce, resonates deeply with my work.
3. What is your favourite tool or software for your creative projects?
My sketchbook. It might sound analog, but it's where I connect ideas before they become files. No plugin can replace the clarity that comes from visualizing a packaging system as a circular loop instead of a linear end. I'm a visual thinker. That said, I have to admit that ChatGPT has become a sort of personal assistant. I'm constantly finding creative ways to use it, from learning a foreign language to editing a book or brainstorming ideas for ecodesign training.
4. Tell a fun fact about yourself that most people don’t know.
When I was 8, I used to collect packaging from every country I visited—snack wrappers, bottles, labels—you name it. Years later, I threw it all away. I had no idea that packaging would become my profession. But when I stumbled into this field by chance, I remembered those childhood treasures and realized: maybe it was never really by chance.
5. What are some of your favourite hobbies or interests outside of design?
I enjoy hiking and reconnecting with nature, especially in the Argentine Patagonia, where the landscapes are a powerful reminder of what we're trying to protect through design. I also have a real fascination with dystopian novels and series; they sharpen my optimism and reinforce the urgency of creating a better future.
6. What is your favourite colour combination and why?
Orange and mint green. Orange gives me energy and a sense of renewal, it’s bold, vibrant, and also the color of the Netherlands national football team, whose jersey I always wear when playing with friends. Mint green, on the other hand, has a bright, fearless quality that fuels my creativity. Together, they strike a balance between vitality and freshness.
