»Tension can be a source of real insights and big ideas«

When Andrea Trabucco-Campos became a partner at Pentagram, only 35 years old, his career is as impressive as his dedication to design. After graduating, he had already worked for several years at the legendary New York design studio, became creative director at DSNY and at Gretel, and created such exciting identities as those for the Rhode Island School of Design, Mastercard, or the Irvington Theater.

In his work, Andrea Trabucco-Campos dives deep into history while looking far into the future. We spoke to him about what identity can be, why typography is a superpower and AI probably will be – and why books are more important than ever.

Your life’s journey is really interesting and also decisive for your work. You were constantly going back and forth between living in idyllic Tuscany and bustling Bogotá. And you say that these contrasts shaped your special sense of identity.