Lucia Picerno was determined. After earning her bachelor’s degree in Graphic Design and completing her bachelor’s degree in Industrial Design—both at Universidad ORT Uruguay—she mustered the courage to move to the United Kingdom to pursue a Master of Arts in Creative & Cultural Entrepreneurship at Goldsmiths, University of London.
The experience was positive, and after finishing her studies, she wanted to stay, but even after a couple of years in London and some work experience in Uruguay, she had to overcome challenges that ultimately made her stronger.
There were plenty of discouraging moments, but through hard work she managed to carve out a niche for herself in the London market. Today she works as a freelance designer and illustrator, and she also runs her own business, Badass Femme, which promotes women’s empowerment and intersectional feminism—a movement that advocates for gender rights based on the premise that white women have certain privileges over other women.
Her work can also be seen in Uruguay, thanks to her collaborations with brands such as Sedal, Ser, Savia, and Blog Couture, and on Thursday, March 7, her work appeared on the cover of Galería magazine.
How did the opportunity to go to London come about?
After completing my Bachelor’s degree in Graphic Design at ORT in 2009, I opened my own studio, Olga Estudio, in Montevideo. At the same time, I was pursuing a Bachelor’s degree in Industrial Design; I finished the coursework but still had a few exams left to take before graduating.
But ever since I was a teenager, I’ve wanted to study abroad. It scared me a little, until I finally realized that if I didn’t do it by the time I was 27, I’d never do it, so I just went for it.
It was a pretty impulsive decision. I checked the application deadline and realized I had a month to get everything done: take English exams, write essays, and put together my portfolio. I was accepted to every university I applied to, but in the end I chose Goldsmiths because it was a slightly different program.
Did you go with the intention of staying there, or did the master’s program open doors for you that led you to settle in London?
I was open to staying. The truth is, the master’s degree didn’t open any doors for me; I had to open them through sheer determination. Once I finished the master’s program, I started looking for work as a freelance or full-time designer, and everyone told me I was a junior because my experience was in Uruguay—even though, by that point, I was actually a senior given the years of experience I had.
It was really tough; my self-confidence took a real hit. Still, I kept at it until I finally got my experience in Uruguay recognized.
What are you doing at work today?
I completed my master’s degree in 2015 and am now a freelance designer and illustrator. I’m currently working on a short-term contract at Superunion, one of the world’s largest agencies, while also working as an illustrator and running my own product brand, Badass Femme.
What inspired you to launch a project like Badass Femme, which focuses on women?
My idea was to start my own business; I love being an entrepreneur and having freedom. Badass Femme came about for several reasons: first of all, I wanted to focus on illustration. I’ve always drawn, and every now and then, I’d create an illustration for a design project, but I’d never worked as an illustrator. I wanted to explore that side of things and needed an excuse to push myself to do it.
I've also always enjoyed drawing women; I'm very interested in feminism and social issues affecting women. It seemed like a good combination to me: discussing topics that interest me, adding my voice to the movement, and practicing illustration at the same time.
I also wanted to start a business featuring products I designed myself and my own illustrations. I’m really drawn to industrial design, and while for now it’s just phone cases, my plan is to create a line of products—like accessories and home goods—that are entirely my own designs.
How would you describe your style?
My style is very colorful and playful, featuring bold patterns and lettering. I like to draw women who command your attention, who take up space on the page and don’t smile. They’re almost always very feminine, but they don’t have a traditionally feminine attitude—they’re badass.
Ten years after graduating with a bachelor’s degree in graphic design, what are the main challenges you face today? Do you think the challenges designers face have changed over the years?
I think the challenges are the same; what changes are the tools and the methods. The challenge today, for me, is to make people aware that good design adds value.
There are many inexpensive online graphic design services, ranging from logo-making software to unqualified freelancers who charge $10.
There will always be a market for quality design and another for people who need a logo for $10, but I believe it’s our responsibility as designers to ensure we provide greater value and educate the public, because our work is worth much more than that.
What concepts from your studies have you kept in your toolbox that you still use today when designing?
I think the most valuable thing I learned in college is how to refine my ideas. Creativity isn't just about having good ideas; it's about choosing exactly the right ones for each moment.
Where do you see yourself in a few years?
I see myself focusing more on illustration and growing Badass Femme.