As part of FIDO contents, we’re gathering here some women designers to talk about some of their works. This section focus on case-studies aims to focus on the method and the strategy to approach a design project, presenting specifically the ideas that stand behind it and the step-by-step process.

Astrid Stavro is a globally recognized creative director with over two decades of experience leading design projects that bridge the cultural and commercial sectors. Based in London, she heads her own studio, collaborating with a diverse range of brands and institutions. Known for her meticulous craft and commitment to creating “meaningful and timeless work,” her designs have garnered widespread acclaim, earning her over 200 international awards. A former partner at Pentagram and co-founder of the renowned design consultancy Atlas, she frequently judges prestigious international design competitions and delivers lectures around the world. She serves as President of the International Society of Typographic Designers (ISTD) and is a member of the Alliance Graphique Internationale (AGI) since 2010.

 With this interview Astrid she shares with us how design arrived in her life and how it became her passion and profession. We also engage in a collective reflection around the concept of feminine leadership and the limitation that the concept entails for her.

One of the most fascinating aspects of talking to Astrid was learning how it all began for her. She shared stories about her father, a publisher and printer specializing in children’s books, which meant she grew up surrounded by truly exceptional books. “As a child, I was immersed in this world,” she recalled. “I remember the rhythmic sounds of the printing presses, the distinctive smell of ink filling the air, and playing with lead type. I witnessed the entire process of publishing and bookmaking—from start to finish. And when I say start, I mean everything: meeting the authors, talking to them, collaborating with illustrators, and essentially growing up with the process.”

Graphic design was totally accidental, actually. It happened by total chance in Mallorca, in Spain, in a friend’s house and she had every single issue of Interview magazine, which at the time was designed by Tibor Kalman and then Fabien Baron: 

When Astrid first entered the world of design, the internet had yet to become a dominant force in the industry, shaping her early experiences in a unique way. Reflecting on her first steps in graphic design, she admits, “I went and knocked on Alfonso Sostre’s door [a Catalan designer living in Madrid], and he said, ‘Yeah, come see me.’ And that’s how it all started.”

Perhaps because of this different context, Astrid often emphasizes the idea of “constant learning” as the key to entering and thriving in graphic design. She recalls an anecdote about her time at Central Saint Martins, where she considered skipping a year of college, as she already had three years of work experience under her belt before enrolling.

At FIDO, we’ve been exploring the concept of feminine leadership for some time now. When we learned we’d have the opportunity to speak with Astrid Stavro, we decided to delve deeper into this idea. Regarding the significance and application of “feminine leadership,” Astrid shared her thoughts with striking clarity:

“By discussing feminine leadership, we might actually be perpetuating the problem. By creating separate categories—like books or movies for women—we risk reinforcing a patriarchal perspective. ‘Feminine leadership’ is a semantic trap in itself. I believe we should stop talking about female leaders because we’re borrowing terminology that keeps us tethered to the past instead of moving forward.”

Astrid Stavro

That said, Astrid acknowledged that some challenges remain unchanged. Even 20 years later, the lack of women in visible leadership roles persists. She noted that this unresolved issue is both sociologically fascinating and deeply frustrating.

And that’s all for this chapter. We thank Astrid very much for the time she spent with us discussing in depth about concepts important for us all. See you in the next episode of Digging Into with another guest.

*** All the images are property of ©AstridStavro, you’ll need her explicit permission to reproduce them