Design with Borogodó

Laila Rotter is the Global Design Manager at Tátil, one of Brazil’s most renowned agencies worldwide.

Laila has built an extraordinary career that includes her key role in coordinating the 14th Brazilian Design Biennial, leading initiatives at Interbrand Latam, and founding her award-winning studio Tête-à-Tête. She has served as a judge for major Brazilian and international awards, including the Pentawards, and has held leadership positions in key organizations such as ADG Brasil.

Tátil, the agency where Laila currently works, has a 35-year history and is widely recognized for its deep commitment to sustainability from the very beginning, working with conscious brands like Natura and developing emblematic projects such as the identity for the Rio Carnival.

In this episode, Laila shares how Brazil’s context of diversity and improvisation has shaped a unique way of practicing design. We explore the concept of “borogodó,” an untranslatable word that captures the magnetism and the Brazilian ability to create authentic connections. We also talk about how the Amazon rainforest inspires both Tátil’s work and her creative process, and we discuss the particular challenges Brazilian designers face when creating with limited resources.