Hi! I'm Santiago, and this is my personal portfolio with a few samples of my work so far in the fields of Business design, design driven innovation, design thinking, design management and strategic design.

1. Portfolio
Santiago Peña Pacheco

2. santpp85@gmail.com
pa-pena
about.me/santpp85
+571 2744723 / +571 2164128
+57 310-3498117
Bogotá, Colombia
Logos from The Noun Project

3. Hi!
I’m Santiago! I’m an Industrial and Strategic Designer
from Colombia.
I design because it’s truly my passion and it’s the way I
relate and express my ideas with the world. My ultimate
goal is to create something radical, new, share my vision
and change how others experience the world.
I’m always seeking opportunities that teach and
transform my way of thinking and allow me to reach a
higher professional level, have a better understanding
of my work and be on the cutting edge of world design.
I’m always willing and ready to learn and challenge the
way I look at the world to have a real impact as a creative
thinker.
Hope to see you in the future!

4. Work experience
Freelance
Strategic Designer
2013 - Present
Bogota, Colombia
Design work with different clients. Primarily in the area of branding, corporate image and
implementation of communication strategies. Implementation of design thinking practices. One
on one work and development with clients..
Ergos Collection S.A
Designer
2010-2011
Bogota, Colombia
Interior design and architectural work mainly in offices spaces. Exclusive high end interior
designs for corporate areas. Architectural structure development and design. Bespoke furniture
for exclusive homeowners. In charge of imports of several Italian luxury furniture brands such as
Poltrona Frau, Cassina, Driade among many others.
Fernando Garcia Diseño Interior
Designer
2010
Bogota, Colombia
Bespoke furniture design for exclusive homeowners. High end interior design projects. site and
installation supervision and support. Trend research. Assistant in sales and showroom management.
Education and languages
SPANISH
Domus Academy - Master in Business Design
Certified by the University of Wales
2012 Milan, Italy
ENGLISH
ITALIAN
Universidad de los Andes - Degree in Industrial Design
2004-2009 Bogotá, Colombia
Uhh?
Starting
Beginner
Ok
PORTFOLIO
Fluent
Native
Santiago Peña Pacheco

5. Awards
Graduated with distinction
Master of Business Design Domus Academy and Certified by the University
of Wales
Milan, Italy - 2012
Finalist “BMW Urban Driving Experience Challenge”
Local Motors and BMW Group
Chosen Top ten finalists from over 400 global designs. Innovation in features
and services for future BMW vehicles.
Milan, Italy - 2012
Highest grade point average
Universidad de los Andes
Graduate class of 2009-2 in Industrial Design
Bogotá, Colombia - 2009
Honourable mention for outstanding thesis project: Audi Tracer
Grade 5 out of 5
Universidad de los Andes
Bogotá, Colombia - 2009
Third Prize: “Taller global de General Motors”
Quick design challenge awarded by Edward T. Welburn, VP General Motors
Global Design
Bogotá, Colombia - 2008
Award designed by David Lopez from The Noun Project
PORTFOLIO
Santiago Peña Pacheco

6. Professional skills
HIGH
Prototyping
Product Design
MEDIUM
LOW
Experience design
Web design
DESIGN
SKILLS
Concept generation
User experience
Interactive design
Graphic design
Sketching
Photography
PORTFOLIO
Santiago Peña Pacheco

7. Professional skills
Photoshop
HIGH
Muse
MEDIUM
Illustrator
Dreamweaver
LOW
COMPUTER
SKILLS
InDesign
Auto CAD
3DsMax
Rhino
Sketchup
Vray
Processing
PORTFOLIO
Santiago Peña Pacheco

8. Professional skills
Leadership
Teamwork
HIGH
MEDIUM
Visual thinking
Marketing
LOW
OTHER
SKILLS
Business management
Strategy
Project management
Creative thinking
Presentation
PORTFOLIO
Santiago Peña Pacheco

9. Work methodology
Problem
Pro
Engage
Solution
S olu io n
t
ble m
Test
Ideat
pathize
Em
Immerse
If testing fails
Understand
Observe
Prove
Learn
Em
p athize
Id e at
T est
Expose
totype
Pro
Imagine
Visualize
Scope
Synthesize
Conceptualize
Explore
Pr
ototype
Interact
Embody
Focus
Detail
Scale
Iterate
Based on Institute of Design at Stanford: “Bootleg Bootcamp” / Icons from “The Noun Project”
PORTFOLIO
Santiago Peña Pacheco

10. Projects
SAMPLE WORK
PORTFOLIO
Santiago Peña Pacheco

11. URBIS
Project Type: Radical innovation
Client: Car companies of the future
Project Mentor: Carlo Borromeo from Borromeo/De Silva Design
Key words: Autonomous vehicles, Service, Automotive, Urban Mobility, Rapid customizing
Location: Milan, Italy
Description: In the near future Urbis will be introduced as the next step in personal mobility. A simple and easy to use car
sharing service built around a totally autonomous fleet of vehicles, intended to give the user on demand transportation. With
just a few inputs, customers will be able to summon the perfect car for their needs and travel demands. Benefiting that the
vehicles will be self-driven, users will now be able to take advantage of their travel time to relax, socialize or be productive.
In coming years we will experiment a revolution within mobility pushed by new technologies and a shift in customer behaviour.
The greatest change will come within the area of the personal vehicle, which has seen little true change in the way it is
developed, manufactured and used over the last 100 years. Accidents, Pollution, severe traffic, ineffective use, dependence
on nonrenewable energy sources and high costs of production are just some of the. The goal of Urbis was to face these
problems and the stagnation within the current system, by finding key areas that yield great potential for innovation.
PORTFOLIO
Santiago Peña Pacheco

12. Urbis
A radical new vision in urban mobility

13. The problem
Exponential Growth
Outdated Methods
Inefficiency
Cultural Attachment

14. EASY, ACCESSIBLE AND
FAST TO SHARE
Sea
ml
e
cte d
META
MOBILITY
Co
ble
nne
Mallea
FLEXING AND ADAPTING
TO AN ACTIVE CONTEXT
AND USER
tity
en
-Id
ss
Me
ta
CONVEY AND TRANSFER
IDENTITY EVERYWHERE
LINK, PERCEIVE AND
COMMUNICATE
C o nve rg e nt
THE FOCUS POINT OF PEOPLE,
TECHNOLOGY, DESIGN AND INSTITUTES

15. nne
Co
ble
Self-driving could reduce or
eliminate accidents
M a ll a
1.2
million die in car accidents
a year
Google
Self-drive
cte d
Totally autonomous vehicles
Co nverg e nt
GM predicts auto-mode
will be standard equipment
300,000 Miles
Google cars have self
driven - 2012
2020
Use time for other
activities

16. Transportation revolution
TODAY’S CARS
THE CAR OF THE FUTURE

17. Convergence
Exponential Growth
Outdated Methods
Autolib
IStream
Cultural Attachment
Inefficiency
Emotional gap
Pivo
Google self-drive

18. What is urbis
Sea
ml
e
Assisted by an
artificial intelligence
Co
ble
nne
M a ll e a
cte d
y
ntit
Ide
-
ss
Me
ta
A simple and easy to
use car sharing service
Totally
autonomous fleet
of vehicles
C o nve rg e nt
On demand
transportation

19. Hi! I’m Urbis
I’m an artificial intelligence
and your main contact
point throughout the service
I’m like your very
own private concierge
I talk with you and
learn form your habits

20. URBIS AT WORK
1
Suscribe
Become a member and
create your profile
2
Customize
3
Order
4
Get On
5
Share

21. OK! Let me find the
perfect car for you
Urbis I need a car
to get to work
1- Person
Distance 40 Km
Traffic conditions
Best route
User demand
Distance you are travelling

22. Dynamic payment options
Digital Payment
BASIC OFFERS
- Subscription Model
- On demand/Month / Year
SECONDARY OFFERS
Flexible and custom
THIRD PARTY
- Content Providers
- Advertisement

23. Would you like to carpool today?
Meet a friend and split the cost ?
Maybe next time Urbis

24. Urbis is just the start
The start of a new generation
A platform that can grow
Affect the lives of millions
Advantage radical
innovation
Will build a service, not a
feature

25. THE BLUE SPOT
Project Type: Innovation through design
Client: Procter and Gamble
Project Mentor: Eric Ezechieli form The Natural Step
Group members: Jasson Schrock (USA), Rainhard Budi Susanto (Indonesia), Sachu Gandotra (India), Shuang Wu (China)
Key words: Radical Innovation, Sustainability, Innovation by design
Location: Milan, Italy
Description: Procter and Gamble asked for our help to find disruptive innovations that will help them make their consumer products
more sustainable and in line with a proper use of our natural resources. By doing so P&G, the user and the environment will benefit
for what is learned so that we can ensure that future generations are safe from what is being done to the environment today.
The blue spots goal is through partnerships create a sustainable laundry center coupled to a public activity area in order to educate,
entertain and integrate the community. It would benefit P&G as it will have the ability to gain community good will and trust. It
would benefit the community by creating a social interaction between users and introduce them to a green lifestyle. Finally we
would benefit the environment as we reduce the amount of harmful material being introduced into the environment reduce Co2
emissions and promote water conservation.
PORTFOLIO
Santiago Peña Pacheco

26. N OW

27. GREYWATER PRODUCED BY LAUNDRY
POPULATION OF MILAN
1.300.000 people
17,7 Billion
LITERS / YEAR
2 loads / week, 130 liters / wash
Reference: http://www.watereducation.org/doc.asp?id=1022

28. IDEATION
WA S H I N G
MACH I NE
POTENTIAL
FUTURE TRENDS
DRY ICE
WASHING
STEAM
ONLY
ION AIR
WASHER
NO WATER
WASHER (UV )
QUICK
WASHING
NO STAIN
CLOTHES
NO
WASHING
LE SS WATER USAGE
ECO- CONSC IOUS USER
ZERO
DETERGENT/
CLEANER
SUPER
CONCENTRATED
RE-FILLING
ECO-BALL
DETERGENT
SUPER
ENZYME
NANO-TECH
CLEANER

29. CO
ON
EDUCATION
E SYSTE
M
BRAND EQUITY
M
AT
A
R
O
BL
LAUND
As the system evolves each
activity will adapt to the
particular needs of each
region and community in
order to reach the highest
impact.
ITY INTERA
UN
C
M
TI
Through partnerships create
a sustainable laundry center
coupled to a public activity
area in order to educate,
entertain and integrate the
community.
M
OUR VISION
O U R VISIO N
I
SUSTA
ENVIRONMENTAL PROTECTION
N

30. ENERGY
SOLAR
COLD
WIND
Tide
WASH
LOCATION
HOW
CAFE
GYM
COLD
WASH
GARDEN
PARK
PARTNERSHIP
WHAT
MANUFACTURERS
BENEFITS
W
COMMUNITY
SCALABILITY
E
ENVIRONMENT

31. BENEFITS
COMM UNIT Y
ENVIRONMENT
Community good will
Social life
Reduce pollutants
Cross Promotion
Green lifestyle
Lower carbon footprints
Test area
Fundamental needs
Water conservation
Trust
Educate community

32. PHASE 1 PROJEC TIONS
500
10
PARTNERSHIPS
CITIES
431.000
Customers Supported
Water saved
per year
3 4
Duomos
3
New York City
London
Toronto
Los Angeles
Montreal
Berlin
Madrid
Chicago
Rome
Vancouver
250.000
Potential New Customers

33. FRES.CO
Project Type: Brand design and retail design
Client: Co.import
Project Mentor: Silvia Barbieri form Future Brand
Group members: Nada Abunema (Jordan), Laura Nuñez (Colombia) , Malika Ablataeva (Russia)
Key words: Branding, Retail design, User experience
Location: Milan, Italy
Description: Co.import is a home accessories and furnishing retail store located in Italy. They asked us to analyse their current brand
strategy and create a private label for the brand that would help them find a competitive edge over their main competitors. We had
to understand the objectives and values in order to create a coherent concept that would then create more a compelling language
for the client.
We looked at a diverse range of retail experiences. From high-end stores to more low cost solutions and a problem that we kept
coming back to was how to manage all the visual and product clutter. We realized that a retail experience that clearly tackled this
product complexity was that of the supermarket. This gave us and insight and our first clear idea to create the concept. We saw that
this alternative both incorporated a way to manage the complexity of the display areas and also gave a particular relationship with
the client, as they would feel more comfortable buying in a well-established way.
PORTFOLIO
Santiago Peña Pacheco

34. The
new
!
day
ery
ion for fresh idea
at
tin
se
s
v
de

35. COMPETITORS
Simple & Coherent
Trendy & Elegant
Fun & Friendly
Convenient & Abundant
Most complete offering of
products & services.
Style creation & clear
packaging.
Unique and amusing
product offer.
Varied promotions.
Helpful staff.
Large product range.
Uniform style offering.
Price does not match
the quality.
Less versatile product range.
More informal style.
Unorganized product range.
Confusing layout.
Too much on display.

36. RECOMMENDATIONS
WHAT CO.IMPORT
NEEDS?
REINVENTION
OF THE SHOP
CO. Import might consider a
holistic change to the shop.
This change will reinforce their values.
To be more attractive to the consumers and not
just making them buy.
Helping them recognize the brand and
become loyal consumers

37. CONCEPT
Were Buying Becomes
As Familiar As
Doing The Grocery
& Shopping Experience
Is Always
Fresh And Enjoyable

38. FRESHNESS
We want our products be FRESH AS the arrivals
of fruits and vegetables in a supermarket
“A fresh Idea everyday”

39. WHAT DO WE SELL?
Straight out of
the box
New arrivals
In the Know
Trendy products
ll “FRESH” idea
se
s
We
My sh
Day
oppin
to da
y pro
Fresh this time
of the year!
Seasonal products
g list
duct
s

40. Kitchen
KITCHEN
Tableware
TABLEWARE
GIFT IDEASGift Ideas
PAYMENT POINT
Pay point
Fres.co
Best product island
BATHROOM
Decor
Bathroom
DECOR
HOME
Home
LAYOUT & FLOW

41. FRESCO POINT

42. APE LAUNCH
Create a vehicle that will introduce and promote Fresco by CO.import. It will travel to the markets within Milan to sell our “Fresh” products.
Learning launch:
1. Pilot launch in 3 stores
2. Use user feedback
3. Adapt to comments
4. Scale up

43. MY DRIVE
Project Type: Design competition
Client: BMW Group, Local Motors
Key words: Car sharing, Future car services, Rapid customizing
Acknowledgements: Finalist “BMW Urban Driving Experience Challenge” Local Motors and BMW Group (2012)
Chosen Top ten finalists from over 400 global designs
Location: Milan, Italy
Description: As the amount of people in cities increases, so will the amount of vehicles on the road. In this expanding context,
people will look for alternative methods of mobility to solve and fulfil their transportation needs. Car ownership will become less
prevalent and services based, personal mobility models will be introduced. Car sharing will be a common sight on streets, as it will
help reduce the amount of vehicles offering on demand transportation. By using a car sharing service instead of purchasing a car,
users can efficiently manage their car usage.
Because shared cars can be used by the entire community and are not solely personal objects, their use has been restrained to just
a utilitarian function. Up until now, shared cars have not provided the personal relationship that so many people look for with their
vehicle. What if you could introduce a level of rapid customizing, personalizing your shared vehicle to your specific taste as soon as
you get in? This would make a shared vehicle as familiar as driving your own and elevate the driving experience.
PORTFOLIO
Santiago Peña Pacheco

50. AGORA VIRUS
Project Type: Personal business idea
Client: Coworking spaces
Project Mentor: Giovanni Lanzone from Domus Academy
Key words: Coworking spaces, Business idea, Innovation catalyst, co-creation
Location: Milan, Italy
Description: Agora virus is a new type of business organism aimed at empowering small businesses with tools for innovation. It
will take advantage of the recent trend and viral expansion of Coworking spaces as a platform to form a collaborative relationship
with these new ventures. It will inhabit these new work spaces, which have an ideal environment for open innovation, and offer a
collaborative project creation process with the users of the space. Through this process Agora Virus will help small businesses and
creative entrepreneurs gain the tools to develop new and perhaps ground breaking ideas. In the process it will become and added
service for Coworking spaces helping them expand even more and have greater impact on the business stage.
Our objective and work methodology then is to carry out project by implementing our DNA: D: Design thinking - A clear methodology
to truly innovate by analysing the problem, ideating new solutions, prototyping and implementing into the real environment via
a creative mind-set. N: Networking - We will leverage the power of our network to gain strategic and competitive advantages
for our project. As it grow it will include experts, companies and investors. A: Assimilation - We will intake our clients into a truly
collaborative experience. They will learn through this close relation and working on the project objective.
PORTFOLIO
Santiago Peña Pacheco

51. AGORA VIRUS
AGORA VIRUS
sample 13.07.12
AgORA VIRUS

52. The disease
There is a disease which is affecting us all and
has resulted in a global economic downturn. To
survive this crisis we must.
Creating
new business
organisms
Evolve
and grow
through
innovation
sample 13.07.12
Have a greater
connection with
our ecosystem
AgORA VIRUS

53. Most at risk
New businesses are most vulnerable
during this crisis
Only 10% of new
business are
successful
Some don't have the tools to survive in
such a competitive environment.
sample 13.07.12
AgORA VIRUS

54. A possible cure
As a way to fight back, we have seen the emergence of coworkings and open innovation spaces
Collaborative
work
Environment
Ideal
for open
innovation
sample 13.07.12
Dialogue
Collective
intelligence
Reaching
goals
together
AgORA VIRUS

55. Agora virus
The solutions is a new business organism that creates a symbiotic relation with its host.
Its mission is to...
Empower
innovation
Symbiosis: Interaction between two different
organisms living in close physical association,
typically to the advantage of both.
sample 13.07.12
AgORA VIRUS

56. The transfer
We inject into the host
D
Design thinking
A clear methodology to truly innovate by analysing
the problem, ideating new solutions, prototyping
and implementing into the real environment via a
creative mind-set.
Network
N
We will leverage the power of our network to
gain strategic and competitive advantages for our
project. As it grow it will include experts, companies
and investors.
Assimilation
We will intake our clients into a truly collaborative
experience. They will learn through this close
relation and working on the project objective
sample 13.07.12
A
AgORA VIRUS

57. Virus components
It's key parts are:
Logistics
Participants
Multi- disciplinary group
of clients from the host.
They will be the main
recipients of the DNA for
their professional work.
Will help organize and
schedule all the activities
within the virus and ensure
all participants have the
tool they need.
Mentors
External Experts that will
guide, advice and feed
the creation process.
Project assistants
Will organize and assist
in the activities of the
projects and closely work
with the participants.
sample 13.07.12
Project directors
Key
decision
makers
within the virus. Will lead
the process and help
the virus recruits have
a coherent and focused
process.
AgORA VIRUS

58. Key Projections
Year 1
Year 2
Year 3
41% Capacity
71% Capacity
95% Capacity
6 projects in total
11 projects in total
13 projects in total
5: one month
5: Three month
1: Six month
5: one month
6: Three month
2: Six month
Win one contest
Win one contest
3: one month
2: Three month
1: Six month
Win one contest
sample 13.07.12
AgORA VIRUS

59. Hope to see you in the future!
Santiago Peña Pacheco
Bogotá, Colombia 2013
Email: santpp85@gmail.com
Tel: (+571) 2744723
skype: pa-pena