Cristiana Grether, the Brazilian heading design at Danone

You reinvented yourself in the corporate world and grew abroad. Beyond your undeniable technical ability, which qualities of Brasilidade Empresarial helped you get here?

Over my career I have had a lot of feedback about my resilience and my courage. Today I recognise those qualities in myself. I am not embarrassed to apply for a role even when I have little chance, or to put forward something that may not be approved. My father always said that the "no" we already have; what we have to do is try for the "yes". Out here I see a lot of people giving up before they have even tried, but to me trying is the least we can do for ourselves.

I think that is what allowed me to leave the country with no job in prospect, with nothing to my name as we say, and to get into Landor, one of the big design agencies in London, something I never imagined possible. It was also essential when I moved into the corporate world, first at Coca-Cola and in recent years at Danone. Those qualities still help me day to day, whether I am pitching my ideas or trying to expand the place of design in the organisation.

What was that move into the corporate world like?

It was a shock! (laughs) The truth is I was living in London, on maternity leave, worrying about how I would reconcile life as a designer in an agency that demands a lot of overtime with the routine of a baby. Out of nowhere I got a message on LinkedIn from a recruiter inviting me into a selection process at Coca-Cola. I went to Brazil, went through the process and they offered me the job. But the post was in Costa Rica, so I did not accept at that point. A month later they called to say there was a new vacancy, this time in Brazil.

And after that?

When I arrived at Coca-Cola Brazil I came in to build their Design Center of Excellence. The project ran for a few years, gained visibility and in 2015 I was promoted to Global Director at Coca-Cola's head office in Atlanta. My goal was to build up the marketing team's capability across the various countries. In 2019 I joined Danone to form the company's first global design team and to create a new vision for design at Danone worldwide. Today much of my work is developing the visual identities of the company's assets in a global, systematic and unified way.

As you say yourself, design goes far beyond the aesthetic. How have you worked on that inside companies?

First of all with respect for people, which to me is essential. I have even let deadlines slip because I put my team first. At the same time I try to inspire and motivate people, whoever they are. Last week I gave a talk in Amsterdam to a group who work in production, thoroughly pragmatic people. By the end I could see it had landed well. I think that happens because I have such a passion for good design, the kind that solves a problem and makes things better, that my eyes light up when I talk about it. People can tell it is genuine. You know when you talk about something with the same affection you talk about a child?

I also take care to create spaces where people feel comfortable, whether in a meeting or in a workshop. I am very horizontal, I have no special way of speaking to anyone. I foster an environment where everyone feels free to put ideas on the table, even the ones that sound absurd. On that point, I have been told that when I give feedback I manage to be direct without being hurtful, while keeping the team pointed in the right direction. It matters to keep being who we are, whoever we happen to be talking to. And it matters just as much to create a safe environment so that others feel free to be themselves too.

What motivates you today?

Watching my daughter grow up and actually being there. The designer's eye. And also the freedom that age gives us to do whatever we want. It feels as though life is beginning all the time and there is so much you can do.

To close, for anyone starting out or wanting to work in the international market:

After many years, I am happy and honoured to be able to give Brazilian designers some hope. To say that we can do something beyond our own neighbourhood. I know it is not easy to live far away, because I miss our culture terribly too, and being away is a trade-off that breaks my heart. But for anyone who wants to leave and try something bigger, it is possible. We are more highly regarded than we imagine. If you graft and hold on to who you are, you can get a long way.