What is the best thing that I love about my work?
What really gets me excited about my job is how versatile it is. I get to dive into all sorts of projects and connect with a diverse bunch of people. The ever-changing nature of my work gives me a fresh perspective, and I genuinely enjoy exploring different aspects of my field. Another thing I really appreciate is the freedom it gives me. This freedom isn’t just about expressing my creativity; it’s also about checking out new opportunities and tackling challenges in different settings. Whether I’m working on a company’s visual identity or jumping into a lively marketing campaign, being able to adapt and move freely in my field gives me a one-of-a-kind sense of independence and satisfaction.
What is my idea of happiness?
For me, happiness lies in feeling free in every aspect of life and being able to travel whenever I feel like it. Next year, I will move, and I can’t wait for more adventures. Starting fresh in a different country feels like turning the page to a new chapter. As we become adults, meeting new people and exploring different places becomes a bit more challenging, so traveling provides a great opportunity to break free from the routine.
Photo credits: Jorge Flores García
What is my greatest fear?
The idea of running out of fresh ideas, hitting a creative roadblock, and losing direction worries me. As someone who relies on creativity, it can be quite daunting. Fortunately, I’ve learned to protect my energy and tackle those moments with strategies that help me get back in the groove of inspiration.
What is the trait that I most deplore in myself?
I have a very bad memory; I don’t remember names, streets, or the places I go to… a disaster. Thankfully, now there’s the internet that helps you remember everything!
Which living persons in my profession do I most admire?
I’m a big fan of Tom Satori, the creator behind the YouTube channel @SatoriGraphics. While there are plenty of talented designers out there, his channel is truly exceptional. While our design focuses differ—he’s a design genius, and I’m more centered on branding—all the top-notch design tips I follow come from him.
What is my greatest extravagance?
I am very obsessive. When a problem arises in my work, especially technical ones, I don’t stop until I have resolved it.
On what occasion would I lie?
I would lie to avoid causing harm to someone. I would also lie in life-or-death situations, of course! Honesty is fundamental to me and is a value I greatly appreciate. Generally, lying is not a part of my life unless it is necessary to avoid hurting feelings.
What is the thing that I dislike the most in my work?
I’m not a big fan of sales. I try to warm up to it, and occasionally, I can see the charm in it, but it’s just not my thing. I’m more of an introverted person, and my real passion lies in creating. Also, I’m not a huge fan of spending hours on the phone, but I’ll do it when necessary. I do find it more enjoyable when the conversation is about branding strategy.
I don’t like ambiguity, so I make an effort to lay out everything very clearly for my clients at the beginning of each project. That way, they always know what the next steps are. And we are always on the same page.
When and where was I the happiest, in my work?
I’ve spent over a decade in fashion and decoration magazines, and it’s been quite a great experience. Working with beautiful photos in a creative environment surrounded by interesting people has been very motivating. Currently, things are going pretty well too, because there are many aspects of my work that I’m passionate about, like crafting brand strategies, developing corporate identities, and delving into photography and web design. I’ve managed to blend all these interests into one gig. Also, I find it interesting to collaborate with various individuals and work with both small and larger companies.
If I could, what would I change about myself?
I’m working on changing it already. My mindset. It’s taken me decades, but I’ve become quite a positive person over time. Every day, I put in the effort to shift my mindset, challenge my beliefs, and push past my limitations. It’s not something that comes to me effortlessly. I’ve delved into countless books on neuroscience, good habits, psychology… I meditate daily and keep a journal…
What is my greatest achievement in work?
Definitely working for companies I love, creating content for well-known magazines, teaching design classes at the European Institute of Design, and launching my own business. All these experiences together make up the highlight of my career so far.
Where would I most like to live?
I would like to have the opportunity to live in many different places. So far, I have lived in Tenerife, Paris, London, Brighton, and Madrid, and next year, I’m moving to Belgium, and from there, I might spend some time in the Netherlands.
What is my most treasured possession?
I can’t do without my laptop. It’s essential for my work, and I need to be able to take it with me wherever I go.
What is my most marked characteristic?
I would say I have my own style, or that’s what people often tell me. I would define my style as refined and minimalist. I enjoy working with white spaces in my designs and tend to focus on the essential elements. My creative process involves initially designing and then refining until I’m left with the fundamental aspects.
What is the most inspirational location, in my city?
The Retiro Park and its surroundings. I love that park. I could spend my whole life there; it’s beautiful and relaxing.
What is my favorite place to eat and drink, in my city?
I like hanging out at Florida Park for dinner or drinks, grabbing coffee at the Circulo de Bellas, or at the Ritz Hotel. There are plenty of rooftops in Madrid with great views where you can chill with a drink and take in the city. I’ve been meaning to check out Totó and Jerónimo Restaurant, which I’ve heard good things about. There are many other cool spots, but these are the ones that come to mind right now.
What books influenced my life and how?
“Think and Grow Rich” by Napoleon Hill. This book is truly amazing; written in 1937, it is incredibly modern. What has impressed me the most is Napoleon Hill’s vision and wisdom. The pieces of advice he provides in his book are priceless. Hill was not only a visionary but also an exceptionally wise man.
“The Greatest Salesman in the World,” written by Og Mandino. What a small, great book! It has taught me to perceive sales in a completely different way.
For novels: ‘La Peau de chagrin’ by Honoré de Balzac and ‘L’Étranger’ by Albert Camus I read these books a long time ago, and I still remember the lasting impression they left on me. They are true masterpieces that invite reflection on life and human nature.
You Only Die Once. What music would I listen to on my last day?
“I Will Survive” by Gloria Gaynor.
This song makes me want to dance and enjoy life. It has an uplifting vibe.
And it’s a song that gives strength and empowerment to women. It’s always had the same effect on me since I was young. I loved it then, I love it now, and I’ll always love it.
Who is my hero or heroine in fiction?
Definitely, Roberto Benigni in “Life is Beautiful.” His performance is just incredible, shaping a child’s reality and convincing him that life is genuinely beautiful even in the midst of chaos. I didn’t fully get it when I first watched it, but now, as an adult, I see how important it is to stay positive. It’s truly a remarkable virtue.
Who are my heroes and heroines in real life?
My dad’s no longer with us, but he was truly something special. Anyone who got to know him would tell you he was one of the most positive and generous people around. He was always there to help others, and he taught me this powerful idea that if you’re determined, you can overcome anything. His mantra was simple but powerful: “Where there’s a will, there’s a way.” That lesson sticks with me, encouraging me to believe in myself with all my heart.
My mother is an amazingly strong, resilient, and very elegant person. And these are qualities that I admire so much in a person.
My godmother is an amazing woman, strong, creative, and genuine. She’s not only strong but also warm-hearted, empathetic, and generous—qualities that make her truly special. Undoubtedly, she’s a real role model for me.
Which movie would I recommend to see once in a lifetime?
“Scent of a Woman” by Martin Brest “Underground” by Emir Kusturica, “Beyond the Clouds” by Michelangelo Antonioni, and “Melancholia” by Lars von Trier. All of them have deeply impacted me and made me reflect on life.
What role play stories in my life and work?
Storytelling is a cornerstone in my profession, especially as I craft brands. It stands as a vital element when shaping brand identities for my clients, particularly for entrepreneurs looking to refine their personal Brands The ability to narrate your story cohesively and in harmony with your identity adds substantial value.
In my personal life, stories carry profound significance. I have a deep affection for books and, truth be told, could be considered a bit of a fetishist. I spend my days (quite literally) immersed in the library, surrounded by the pages of countless tales. Without stories, life would undoubtedly lose much of its vibrancy.
What do the words ‘You are the storyteller of your own life’ to me?
You are the architect of your life. You’re crafting your own story, with the power to remove or add elements, to pursue whatever you desire. It’s your life, your narrative. Now, I’m not claiming that creating the life you want is as straightforward as it sounds, but the only person with the ability to sculpt it is you. That’s why I invest so much effort into shaping my mindset because I genuinely believe that I can attain the life I aspire to by altering my beliefs and confronting my fears and limitations.
Who is my greatest fan, sponsor, partner in crime?
My sister is my greatest fan. She never hesitates to proclaim to everyone that I’m the best designer around! 😉 Currently, without a sponsor or partner, I’m open to the possibility of change should the right opportunity come my way.
Which people or companies would I like to work with?
I am a big fan of Bio Cosmetics:
Caudalie,
Dr. Hauschka
Evolve Organic Beauty,
Chanel,
Stella McCartney.
I would love to work with Charlotte Husson from MisterK. I love her style and her brand.
Chloé
Zara Home
Ikea
What project am I looking forward to work on?
I’m about to collaborate with El Corte Inglés to work on their decoration catalogs. On another note, I’m taking on the complete rebranding for a law firm based in Belgium. Also, I’ve been busy crafting the corporate image for a super-talented artist who brings animated paintings to life on major classical music stages. These projects are the ones keeping me on my toes right now. While there are more projects in the pipeline, I’d rather not spill the beans just yet. You never know, plans might take a turn.
Where can you see me or my work?
https://brandingandcreativity.es
https://brandconceptatelier.myportfolio.com
https://www.linkedin.com/in/charlottegoeders/
https://www.instagram.com/branding___creativity/
What do the words “Passion Never Retires” mean to me?
Nurture your passion, and it will be a lifelong companion. It’s the driving force that defines your essence, propelling you out of bed each morning to pursue your dreams. Consider your passion as the dynamic energy source that fills you with determination. This extraordinary gift, bestowed from the heavens, is what sets you apart and makes you uniquely yourself.
Which creative professionals should Peter invite to tell their story?
Sandra Albukrek. https://sandraalbukrek.com
Manolo Yllera : https://www.instagram.com/manoloyllera/
Alberto García : https://www.instagram.com/the_jumpy/
Ana Montarelo: https://www.instagram.com/anamontarelo_interiorismo/
Blanca la Casa: https://www.instagram.com/lacasablan/
Laure Deschandol: http://www.lauredeschandol.com
Ayako Dakota: https://atelier-aletheia.com/
How can you contact me?
charlotte@brandingandcreativity.es
The Heroine's Journey 