Serial Cut: Pushing Expectations

As founder of Serial Cut, Sergio del Puerto has excelled as a creative professional. He leads the Madrid-based creative studio, whose clients include Rolling Stone Magazine, Lucky Strike, and Chrysler. Here Del Puerto shares his approach to client relationships, feedback, and staying productive.

Pushing ideas into action starts with Del Puerto's relationships with his clients. In his own words, "I'm conscious that many ideas never leave the drawing board because of clients, but I can say that I am lucky in that regard... Maybe my clients look for something specific and allow me to do what I want, they trust me. I believe it's important to know what the client has in mind and go beyond his expectations, but it's also important to listen and to be realistic regarding projects."

Feedback from 'the streets' is just as valuable as feedback from experts. As Del Puerto explains it, "Usually I develop the projects myself, but sometimes I brainstorm with my colleagues. In general I prefer to develop the idea myself and then ask for feedback on the different options I may come up with. Sometimes it's not necessary that the people I ask are creative. Sometimes it is better to ask outsiders who will tell me if it makes sense, or if it is visually aesthetic, because I consider graphic design to be meant for the streets and everyday life."

An eclectic mix of projects keeps Del Puerto organized and confident. "I have always combined Serial Cut with other projects I work on as art director at other agencies... after a long day of work, I spend many hours in front of the day planner. In this profession, aside from actually liking it, you have to risk a lot if you want to stand out. But I believe in effort; after a while, it's worth it. Nowadays, I'm more confident in what I do; I'm very glad when my personal goals and my business projects converge.

As for advice for other creative professionals, Del Puerto says "This is for sure: 'Good work calls for better work.' If your website or portfolio flaunts your best work, surely other offers in the same line of work will surface. That is why I always try for my latest projects to be available online. It's an important incentive, for you and your client..."

"I consider myself fortunate because I do what I love, and aside from generating an income, I get good results, and positive feedback from other creative professionals and the public."