Dare to bring creative poetry to every problem - Pablo Juncadella
Mon, 13 Apr 2026
Pablo Juncadella is co-founder and partner at Mucho, the Barcelona-based branding and identity studio approaching its 25th year. In this conversation, Pablo traces a career built on unlikely advantages — dyslexia, collective thinking, and an editorial background that taught him to treat brands as stories told in headlines.
Pablo Juncadella is co-founder and partner at Mucho, the Barcelona-based branding and identity studio approaching its 25th year. In this conversation, Pablo traces a career built on unlikely advantages — dyslexia, collective thinking, and an editorial background that taught him to treat brands as stories told in headlines. ~
From working on El País at 22 through Pentagram London, to becoming creative director of The Observer at 25, to building a studio with offices across Europe and the US, his path has been one of constant curiosity, deliberate humility, and a refusal to lower the standard of what design can do.
Takeaways:
- Creativity is not visualisation — it's the ability to see from a different perspective and bring others there
- Dyslexia, and conditions like it, place you naturally outside the majority — that position is the seed of creative advantage
- Ideas are preludes, not destinations — falling too in love with one prevents the better version from arriving
- The best early careers involve challenges larger than your current capability — that gap is exactly where you grow
- Collective intelligence outlasts individual ambition; a studio with its own identity can evolve beyond any one person's needs or energy
- Client satisfaction is a baseline, not a ceiling — the real job is to hold higher standards than anyone asked for
- Frustration is not a sign of failure — it's the engine that keeps the standard from quietly dropping
- Visual language is the most universal language; use it to bridge cultures, industries, and disciplines
- Design builds on what came before — your job is to contribute to the wheel, not just spin it
- Longevity comes from curiosity, adaptability, and the willingness to learn from the person sitting across the table
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