Three questions to Alex

Before we dive in Alex, tell us a little bit about yourself

Hola! I’m originally from Manresa, a small city at the heart of Catalonia, where I grew up before moving to Barcelona to study graphic design. I moved to Australia with my partner, and what was supposed to be a short adventure turned into ten years! We’ve recently moved back home to Barcelona, and it feels both new and familiar at the same time.I’m the co-founder of Design by Twist, a creative studio specialising in branding. My partner and I run it together, which makes the work feel very personal. We get to shape ideas from the ground up and collaborate closely with clients who share our values.Outside of work, I love gravel cycling, being outdoors, travelling, and most of all, spending time with my daughter. Those quiet or playful moments with her are what recharge me the most. And if you add a good coffee and a podcast about space or the universe, I’m in my happy place.

What’s something you’ve changed your mind about recently?

I’ve recently changed my mind about the idea of balance. I used to think balance meant giving equal attention to every area of life: work, family, health, friends. But I’ve realised that’s almost impossible and, honestly, not always healthy. Life moves in seasons. Some weeks, work needs more of me; other times, family takes priority, and that’s okay.It’s been freeing to accept that balance isn’t about perfection, it’s about presence. Wherever I am, I try to really be there, whether that’s in a client meeting, on a ride, or reading bedtime stories.

Who is someone you admire, and why?

My grandma, without question. She had no formal education and started working at a very young age. She went through a lot (including a serious illness that left her bedridden for two years) but she never lost her positivity or generosity. She raised three kids, always had time for everyone, and did everything with a smile.She taught me the value of resilience and kindness. No matter what life throws at you, how you treat others defines who you are.  

If you had to give a TED talk tomorrow, what topic would you choose and why?

I’d probably talk about how curiosity shapes creativity. Working in design, I’ve realised that creativity isn’t just about talent: it’s about being endlessly curious. The best ideas often come from unexpected places: a conversation, a trip, a book about space, or even a question from my daughter.Curiosity keeps you humble. It reminds you there’s always more to learn, and that inspiration can come from anywhere. I think that mindset helps both in creative work and in life: stay curious, stay open, and everything becomes a little more interesting. 

Is there something you would like to share from Design by Twist?

Our most recent project