Xavier Onrubia
Neon Studio Founder
Today, we’re thrilled to have Xavier Onubia with us—a seasoned Art Director whose work spans continents and cultures. With a diverse portfolio that includes projects in entertainment, food and beverage, and tech industries, Xavier has a unique talent for blending local cultural elements with global design trends. His creative journey has taken him across Europe, Asia, and America, where he’s drawn inspiration from the rich diversity of the world around him. Whether he’s rebranding a product inspired by the Mekong River or bringing an artistic touch to a tech startup, Xavier’s work is a testament to the power of design as a universal language. In this interview, we’ll dive into his thoughts on music, design, and life as a global creative.
Interviewer: You've been working globally as an Art Director and have a unique approach to blending design with cultural elements. How does music influence your design process?
Xavier: Music plays a huge role in my creative process. It's like a backdrop that sets the mood and tone for whatever I’m working on. Whether it's the pulsating rhythms of Southeast Asian instruments or the electronic beats from Europe, each genre brings a different energy to the table. When I'm designing, I often let the music guide the flow and feel of the work. It helps me tap into a certain emotion or atmosphere that I want to convey visually. I think of it as a soundtrack to the visual story I’m trying to tell.
Interviewer: Your curated playlist features a blend of funk, soul, hip-hop, and retro-inspired tunes. How would you describe the overall style and vibe of this playlist, and how does it influence your creative process?
Xavier: The playlist is an eclectic mix that combines the vibrant energy of funk, the smooth grooves of soul, the lyrical depth of hip-hop, and the nostalgic charm of retro-inspired tracks. It’s a sonic journey that seamlessly transitions from high-energy dance beats to relaxed, soulful rhythms. This diverse range of styles helps me tap into various emotional landscapes and creative moods, providing a dynamic backdrop that fuels my design process. The interplay between classic and modern sounds keeps my creativity fresh and inspired, allowing me to blend different elements and perspectives in my work.
Interviewer: You’ve worked on a variety of projects across different cultures. How do you ensure your designs resonate with a global audience while staying true to local influences?
Xavier: That’s always a delicate balance. The key is research and empathy. I immerse myself in the culture, understanding the traditions, symbols, and colors that are significant. For example, when I was working on a project in Southeast Asia, the Mekong River became a central element because it’s not just a geographical feature but a lifeline for the region. By grounding the design in something culturally meaningful, it resonates on a local level. Then, I find universal themes—like community, joy, or innovation—that can connect with a global audience. It's about finding that sweet spot where local authenticity meets universal appeal.
Interviewer: Let’s talk about life outside of work. You’ve traveled extensively and lived in different parts of the world. How have these experiences shaped your perspective on life?
Xavier: Traveling has been one of the most transformative experiences for me. Each place I’ve lived or visited has taught me something new, whether it's patience from the serene landscapes of Asia or resilience from the fast-paced life in cities like Barcelona. These experiences have made me more adaptable and open-minded. They’ve also taught me the importance of finding beauty in the small things—whether it’s in a quiet moment or in the details of a design. Life is a series of moments, and I try to approach each one with curiosity and gratitude.
Interviewer: Switching gears to music again, if you could design the album cover for any musician, past or present, who would it be and what would your approach be?
Xavier: That’s a tough one! I think I’d love to design an album cover for someone like Fela Kuti. His music is so vibrant and politically charged; it’s a mix of celebration and resistance. I’d want the design to capture that duality. The cover would probably be a mix of bold colors and abstract patterns, representing the energy and complexity of his music. There would be elements that nod to his African roots but also a modern twist to show the timelessness of his message. It would be a celebration of his legacy and the impact of his work.
Interviewer: What advice would you give to young designers or creatives who are just starting out in their careers?
Xavier: My advice would be to stay curious and never stop learning. The world of design is constantly evolving, so you need to keep pushing yourself to explore new techniques, cultures, and ideas. Don’t be afraid to take risks and make mistakes; that’s where the real growth happens. Also, find your voice—what makes your work unique? Embrace that and let it shine through in everything you do. Lastly, remember to balance work with life. Creativity flourishes when you have time to recharge and experience the world around you. So, take time to travel, listen to music, or just sit quietly with your thoughts. It all feeds into your creative process.
NRF RADIO (VOL.1)
(PREVIOUS)
(NEXT)
CONT
CONT
CONT
“I'm wearing dark sunglasses today, because I'm seeing the future and it's looking very bright.”
NEON RETRO FUTURE
Welcome to