“I consider each brand to be its own universe”: Pao Bassol on her world of fun conceptual illustration

Pao Bassol first got the opportunity to build her illustrative muscle while working as a trainee at an advertising agency in Mexico City. After moving from her hometown in Merida, the illustrator found that she was being challenged to enhance her skills, blending narrative and creativity in order to create work that would stand out in the competitive environment. After some time, she began developing a niche in brand development, “a phase where I discovered my ability to adapt to various illustrative styles,” she tells us. “I learnt to communicate the essence of each project and make them conceptual, fun and meaningful”.

Currently working to distinguish brands by their illustration, Pao is drawn to projects and briefs from brands that aim to express their essence through the identity. As she tries to avoid repeating previous styles from project to project, she quickly immerses herself in every facet – “I consider each brand to be its own universe” – and unearths its unique personality and styles. Which not only makes for a distinct visual identity, but a way for the illustrator to reinvent herself at every turn. Pao often fuels her creativity by immersing herself in projects that have a fun and irreverent personality at the centre. She finds a lot of that in Cartoon Network animations, from the classic to contemporary. “[Cartoon Network shows] provide me with witty scenarios and fresh ideas for the future.”