Felicidad on their journey and growth as a studio, and finding the ‘felicidad’ in their design work

Located in Santiago de Chile and Barcelona, Felicidad are an independent creative studio working on strategy, design and narrative to make brands that matter. Founded by Piedad Rivadeneira, the team have worked with many wonderful clients and industries; from climate awards to cultural landmarks. Piedad and Design Director Simón Sepúlveda join us to recount their own design journeys, and what makes the studio an exciting one to keep an eye on. PT: How was the studio first founded? PR: Felicidad started in 2004 as a one-person studio. After 10 years working as a creative director for two magazines, I decided to start working as a freelance designer with no ambitions of becoming a studio. My mother rented the apartment where I lived in my childhood, and there I placed a table and a chair, everything else was empty. The amount of commissions led me to the need to call designers to join and a therapy session ended in the conviction that I could be happy designing, so almost as a call to action I named the studio ‘happiness.’ But the real milestone that made us what we are today was the assignment to design the Presidential Campaign of Michelle Bachelet, the first woman to become president in Chile, in 2005.