_{Aída Herrera Peña}

Founder, Strategic Designer & Researcher

I help mission-driven organizations understand people, cultures, context and systems, turning complex insights into opportunities to achive their goals.

About me

hi@aidaherrerape.com
Berlin, Germany

︎

How can I support you?

︎︎︎ SYSTEMS DIAGNOSTICS & STRATEGY

A deep, collaborative analysis of your organization’s products/services to uncover either core challenges or solutions and develop a clear, actionable path forward.

[ Learn More ]

︎︎︎ STRATEGIC & CO-CREATIVE WORKSHOPS

Designing and facilitating high-impact meetings that build alignment, unlock a team's creativity, and drive critical decisions.

[ Learn More ]

︎︎︎ CONTEXT & USER RESEARCH

Go beyond standard data to develop projects with a more sensitive perspective. My distinctive approach uses embodied research methods to uncover deep insights into the cultural and social factors that truly drive human behavior.

[ Learn About My Method ]

Ready to Tackle Your Challenge?

_{I offer a complimentary 30-minute discovery session to learn about

your unique challenge and explore if we are the right partners to solve it together.}

Featured Work

Case Study

Projektraum Drahnsdorf
DE

When a unique and historical venue faced a critical drop in bookings, the question was 'why?' I conducted a full systems diagnostic to co-create alternative strategies for their long-term sustainability.

[ See the Project Story (coming soon)]

2024

Case Study

Criti.ca & The Digital Resilience Network
CL, USA

How do you build trust and strategy for a global network that has only ever met online? I designed and facilitated a three-day strategic convening in Berlin to help 10 mission-driven organizations define their future together in the digital resilience and social justice ecosystem.

[ See the Project Story ]

Aída Herrera Peña with Critica’s Team: Lidija Sabados, Paulina, Claudio Ruiz, Verónica Mery, Cristóbal Zamora.
Berlin, Ahoy, 2023 (from left to right)

A Perspective Forged
by Contrast

My perspective is shaped by a life lived at the intersection of worlds. Having navigated both the high-growth business landscape of Latin America and the critical arts-design scene of Berlin, I’ve learned to connect what is often kept separate: rigorous strategy with deep human empathy; data-driven analysis with the embodied wisdom of creative practice. This allows me to see the whole system—and the crucial details within it—to help you find your unique path forward.

^{My purpose is to guide dedicated teams through their most complex challenges. I believe the greatest breakthroughs happen at the intersection of deep analysis and creative collaboration.}

Curious if we're a good fit?
I'd love to hear about your project.
Schedule a relaxed 30-minute chat to explore how we might work together.

Initiatives & Research

zetinn

Can we change our relationship with consumption, starting with our furniture? zetinn is my ongoing EU-funded venture to create a regenerative, service-based system for second-hand and sustainable furniture in Berlin.

[ Explore zetinn ] Website in Progress

2025 - ongoing

Inspireio

Where do seasoned creatives share their real challenges? Inspireio is a community and lab I am co-founding to be that space—fostering discussion, developing new tools, and elevating our professional journeys.

[ Coming Soon ]

2023 - ongoing

Gestures of Domestic Memories

To make the invisible labor of domestic work visible, this EU-funded project moved beyond standard interviews. It uses film and performative methods to create a powerful short film that has been screened at festivals, presented at universities, and featured in academic books.

[ Watch the Film ]

2021 - ongoing

From Exploration to Impact

My explorations in art, community, and research are the foundation of the unique strategic approach I bring to my clients.

[ See My Services for Organizations ]

An Invitation to Collaborate

I am always open to new partnerships with fellow researchers, artists, curators, and creative practitioners.

If you have an idea for a project, are interested in contributing to one of my initiatives, or would like to invite me to participate in a talk, festival, or exhibition, I would love to start a conversation!

You can reach me directly at
[hi@aidaherrerape.com]

Selected Clients & Partners

Supported By & Featured In

_{Aída Herrera Peña}

Founder, Strategic Designer & Researcher

I help mission-driven organizations understand people, cultures, context and systems, turning complex insights into opportunities to achive their goals.

How can I support you?

︎︎︎ SYSTEMS DIAGNOSTICS & STRATEGY

︎︎︎ STRATEGIC & CO-CREATIVE WORKSHOPS

︎︎︎ CONTEXT & USER RESEARCH

Ready to Tackle Your Challenge?

_{I offer a complimentary 30-minute discovery session to learn about

your unique challenge and explore if we are the right partners to solve it together.}

Featured Work

A Perspective Forged
by Contrast

^{My purpose is to guide dedicated teams through their most complex challenges. I believe the greatest breakthroughs happen at the intersection of deep analysis and creative collaboration.}

Curious if we're a good fit?
I'd love to hear about your project.
Schedule a relaxed 30-minute chat to explore how we might work together.

Initiatives & Research

zetinn

Inspireio

Gestures of Domestic Memories

From Exploration to Impact

My explorations in art, community, and research are the foundation of the unique strategic approach I bring to my clients.

Design Research
& Contexts

Systems Diagnotics
& Design Strategy

Strategic & Co-creative Workshops

Initiatives & Research

Talks
Festivals
Work Gallery
Writings

Get in touch!
Schedule a Chat

Aída Herrera Peña

Founder, Strategic Designer & Researcher

I help mission-driven organizations understand people, cultures, context and systems, turning complex insights into opportunities to achive their goals.

How can I support you?

︎︎︎ SYSTEMS DIAGNOSTICS & STRATEGY

︎︎︎ STRATEGIC & CO-CREATIVE WORKSHOPS

︎︎︎ CONTEXT & USER RESEARCH

Ready to Tackle Your Challenge?

I offer a complimentary 30-minute discovery session to learn about your unique challenge and explore if we are the right partners to solve it together.

Featured Work

A Perspective Forged by Contrast

My purpose is to guide dedicated teams through their most complex challenges. I believe the greatest breakthroughs happen at the intersection of deep analysis and creative collaboration.

Curious if we're a good fit? I'd love to hear about your project. Schedule a relaxed 30-minute chat to explore how we might work together.

Initiatives & Research

zetinn

Inspireio

Gestures of Domestic Memories

From Exploration to Impact

My explorations in art, community, and research are the foundation of the unique strategic approach I bring to my clients.

Design Research & Contexts Systems Diagnotics & Design Strategy Strategic & Co-creative Workshops

Initiatives & Research

Talks Festivals Work Gallery Writings Get in touch! Schedule a Chat

_{Aída Herrera Peña}

_{I offer a complimentary 30-minute discovery session to learn about

your unique challenge and explore if we are the right partners to solve it together.}

A Perspective Forged
by Contrast

^{My purpose is to guide dedicated teams through their most complex challenges. I believe the greatest breakthroughs happen at the intersection of deep analysis and creative collaboration.}

Curious if we're a good fit?
I'd love to hear about your project.
Schedule a relaxed 30-minute chat to explore how we might work together.

Design Research
& Contexts

Systems Diagnotics
& Design Strategy

Strategic & Co-creative Workshops

Talks
Festivals
Work Gallery
Writings

Get in touch!
Schedule a Chat