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Unleashing Wild Curiosity and Creative Mastery with Agustina Trovato

Agustina Trovato, known as Agua, is a distinguished graphic designer and creative director with over 12 years of experience in advertising and design. A graduate of the University of Buenos Aires, she founded her own studio, agua®, in 2020, cementing her path as an independent visual artist. With a vision that seamlessly blends art and design, Agua has collaborated with renowned local artists and leading brands, positioning herself as a vibrant figure within her generation's creative network. In her talk 'Instructions for Taking the Leap' (Instrucciones para tirarse a la pileta), she shares valuable lessons and inspires others to embrace their passions while navigating the challenges of creative freedom.

Her wild curiosity and innate talent shine through in every project. Known for her dynamic approach, Agua is a key collaborator with the audio visual production company Mama Hungara, where she serves as Creative Director, overseeing design and creativity. What began as an unexpected entry into design has since evolved into a distinctive style defined by vibrant colours, fluid typography, and images that speak like dialogues and are more an expressive dance than a pursuit of balance. This year, Agua was selected to participate in TRImarchi, Latin America’s largest international graphic design festival. Held in Mar del Plata, Argentina, the event gathers over 6,000 designers from across the continent for three days of talks, workshops, exhibitions, and exchanges with industry experts, fostering creativity and innovation in the field.

Q> Tell us a bit about your participation in TRImarchi and what it means to you.

Agustina> It means a great deal to me because TRImarchi (2019 edition) was the first design festival I attended, right at the start of my transition to independence. It was there that I discovered an entirely new universe, encountered internationally acclaimed artists who have since become key influences for me, such as Braulio Amado and Stefan Sagmeister, and built a creative network that has evolved into my closest circle of friends.

Being on the other side now is a unique experience, a way of bringing four years of experimentation full circle and taking charge of everything I’ve built, not just in terms of projects but also in my evolution as a creative director. It’s an opportunity to share my vision, reconnect with my essence, and inspire others in the same way I was once inspired.

Q> You have a collaborative approach and a curiosity that is evident in your creative process. What are the most important values you aim to share with the teams and artists you work with?

Agustina> Human values, always. Talent and creativity are essential, but without qualities like social awareness, generosity, humility, and something meaningful to contribute to this world, you won’t truly reach anywhere fertile or genuinely connect with others. In the teams I lead, I prioritise camaraderie, active listening, and an environment of trust. I share my fears so others feel comfortable sharing theirs. Being human, transparent, and fostering a positive atmosphere are the foundations of my creativity and collective creation.

Q> For you, design is an evolving process. How do you approach flexibility and adaptability in each project, and how do you balance the authenticity of your ideas with the needs of your clients?

Agustina> For me, every idea is like planting a seed: you water it, it begins to grow without limits, and it can take you to unexpected places, even surprising yourself. Graphic design is a 360-degree communication tool that has given me the freedom to express myself artistically and build entire worlds. Flexibility is a skill I’ve developed over the years; as I took on bigger projects as a creative director in addition to being a graphic designer, I started forming teams, which opened up a world of possibilities. Working with other talented individuals has allowed me to elevate every project. For me, design is a language that lets me show who I am—be Agua—and offer much more than an image: the possibility of a complete universe.

Q> This year, Mama Hungara explored new creative ventures, such as events at the Teatro Colón and the launch of its first brand collection, Capsule #0 PULSO. What specific elements of Mama Hungara’s cinematic identity influenced the visual and conceptual decisions for Capsule #0 PULSO?

Agustina> Mama Hungara’s cinematic identity, characterised by its raw and powerful approach, was crucial in shaping the visual and conceptual development of Capsule #0 PULSO. Inspired by brutalist architecture, we adopted elements that reflect our essence: solidity, structure, and authenticity. Brutalism allowed us to create a robust and uncompromising visual environment, incorporating unfinished industrial materials, strong structural forms, and a monochromatic palette that reinforces the timeless and functional character of the collection.

PULSO becomes an immersive experience connecting the modern with the eternal, embodying the strength and drive that define Mama Hungara. Every element, from the short film to the event, was designed to leave a profound impact on the viewer, inviting them to transcend fleeting trends and explore an aesthetic that is both functional and authentic. Hidden lighting and the monochromatic atmosphere add an air of mystery and sophistication, consolidating the distinctive visual signature that Mama Hungara has carefully cultivated and now brings to life in every aspect of this collection.

For the launch event, we brought this vision into the physical realm. I collaborated with visual artists to design a set that replicated the brutalist universe of PULSO. We crafted a space where every element, from the arrangement of the capsule's products to a meticulously designed table, embodied the same visual and conceptual essence. Even the food was presented creatively, reinforcing the narrative of PULSO as a multidisciplinary experience that explores and celebrates creative drive in all its forms.

Q> Agus, what does founding your own studio, agua®, mean to you, and what motivated you to take the step towards creative independence?

Agustina> It’s something I didn’t intentionally seek out, it evolved with my own growth and the experiences I went through. I realised that Agua is not just me and my essence, it's also a space for creativity, a home to share with people who resonate with my vision and way of doing things.

Q> Agua has a unique style, where the purity of design and the expressive strength of the visual arts coexist. How do you achieve this combination in your creative process, and what role does your environment play in inspiring you?

Agustina> Everything I create visually is deeply tied to my daily habits. I practise theatre, sports, writing, visual arts, and alternative therapies; activities that allow me to unleash my creativity and dive deeper into self-discovery. These practices connect me with my inner world, which is my greatest source of inspiration and something I bring into my creative process and share with the teams I lead.

My environment is crucial. I’m surrounded by people deeply immersed in fields like cinema, visual arts, and literature, and I learn from them to develop my ideas in unique ways. I also have my own space, Espacio A, which I co-created with friends and colleagues from various disciplines. It’s a place where our essences intertwine, nourishing our visions every day. We share projects, ventures, and everyday experiences, making it a constant source of inspiration.

Q> How do you approach developing visuals for musical artists, from reinterpreting their creative universes to conceptual exploration, and what initial stimuli or references do you use to start each project?

Agustina> Each project and artist represents a unique universe that I dive into with deep curiosity and commitment. I dedicate time to exploring those worlds, capturing their essence so I can contribute my vision and expand them. The process of reinterpretation spans from characters to environments, allowing my sensitivity and the material itself to guide me towards a fresh angle that enriches the original mission of the project.

When working on projects with pre-established aesthetic decisions, my goal is to reinterpret that universe, injecting a fresh perspective into each visual element, such as posters. Around 80% of my process focuses on this phase of exploration, collaborating closely with the team or artist. It’s within this constant interaction that the authenticity of each design is born. My own experiences and the spontaneous associations sparked by observing the material serve as the initial creative triggers. I trust those first impressions and emotions the project evokes in me. From there, the exploration begins: researching references, sketching potential directions, and getting to know the creative team to understand how they think and perceive the world. Finally, conceptual exploration allows me to synthesise my vision and present a personal interpretation of the visual narrative. In the long creative chain of a visual campaign for a musician or brand, the true challenge is understanding and contributing an element that elevates and complements the established aesthetic.

Q> What do you think defines 'beauty' in art and design, and how do you ensure that this beauty is communicated effectively in your projects without losing its authenticity?

Agustina> For me, art is a channel for expression where beauty, a boundless concept, can take any direction. My mission is to shape that beauty with purpose and rationality, adapting it to each project's specific needs. However, I don’t view art and design as separate paths but as tributaries that feed into the same river. This creative flow has equipped me with tools to express ideas and serve a broader artistic vision. It has also allowed me to develop understanding, empathy, and sensitivity to connect with the work of other artists, creating bridges between my vision and theirs. I believe authenticity comes from who I am and manifests in everything I do. It’s present not only in each project but also in every new challenge I take on.

Q> What do you hope people experience when they see your work, whether it’s a poster, illustration, video, or social media post?

Agustina> Emotions, whatever they may be. I’m someone with a heightened sensitivity who pays close attention to life’s small details and allows myself to fully experience them through all five senses. Over time, I’ve learned to observe with a more critical and microscopic eye, which enables me to appreciate things and situations that others might overlook or take for granted simply because they’ve become part of our everyday routines.

 

Interviewed by @cris__gee
lbbonline.com

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