^{Aída Herrera}

^{Founder, Strategic Designer & Researcher}

I help mission-driven organizations, leaders, and teams bring bold ideas to life by deeply understanding the people they serve, unlocking collective creativity, and designing resilient strategies that turn vision into lasting impact.

hi@aidaherrerape.com
Berlin, Germany

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CORE SERVICES ︎︎︎

- Contextual & User Research

Go beyond standard data to develop projects with a more sensitive perspective. My distinctive approach uses embodied research methods to unveil contextual inquiry and cultural insights that drive human behavior.

- Strategic & Co-creative Workshops

Designing and facilitating high-impact meetings that build alignment, unlock a team's creativity, inspire and drive decision-making, collaboration and creative problem-solving.

- Systems Diagnostics & Strategy

Based on Systems Thinking and Organizational Strategy this is a deep, collaborative analysis of your organization’s products/services to uncover core challenges, provide design solutions, and develop a clear, actionable path forward.

Let's Start a Conversation!

Every great partnership begins with a conversation. I invite you to a complimentary 30-minute exploratory call to discuss your vision and see how my approach can support your goals.

FEATURED WORK ︎︎︎

Case Studies

The Digital Resilience Network

Criti.ca CL, Ford Foundation & Arabella Advisors USA.

^{How do you build trust across distance and create a space safe enough for brave decisions?}

For a global remote network of 10 social justice organizations meeting for the first time, I designed a three-day convening with engaging sessions that built strategic alignment, strengthened relationships, and sparked authentic connection for +30 participants.

Landgut für Offsites und Retreats

Projektraum Drahnsdorf, DE

^{How can a creative venue thrive not by being 'perfect', but by embracing its authentic, ever-evolving nature?}

For a historic venue where bookings were unexpectedly down, we answered this question by uncovering its true story. Using photography as a core research tool, I helped the founders turn their unique, "in-process" creativity into their core value proposition. This new strategy, implemented across their website, pricing, and sales outreach, resulted in securing 25% of their next year's revenue target ahead of schedule.

Deep Dive Week

The Engine Room, LATAM, USA

^{Exploring Alternative Ways of Knowing}

For a nonprofit helping social justice movements use tech and data responsibly, I gave an online talk to 20+ participants on how art, design, and research can become tools of resistance, decoloniality, and deeper human insight.

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 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.

About me

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 AND RESEARCH

zetinn
DE

^{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’s ChatBot with AI (Website in Progress)

Inspireio
GLOBAL, ES + EN

^{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 - Stay tuned!

Gestures of Domestic Memories
DE

^{How can research make an audience *feel* the insights, not just read them?}
This EU-funded project moved beyond standard interviews to make the invisible labor of domestic work visible. 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.

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