The branding agency Mucho will present a workshop at OFFF Barcelona 2026 on 16 April at the Disseny Hub, focused on its Socratic Design methodology—an approach that highlights the invisible assumptions shaping creative and strategic processes.
The session, led by studio partner Marc Català and cognitive researcher Pancho Tolchinsky, proposes understanding innovation as an exercise in deep listening and critical questioning. Through this methodology, Mucho argues that value emerges when the project’s “infrareds” are identified—those mental frameworks that often go unnoticed yet ultimately define brand decisions.
Beyond the individual session, the workshop also serves as an entry point to the programme More, The Brand Design Executive Programme, developed by Mucho in collaboration with Eina. The course is aimed at designers and art directors seeking to evolve into more strategic roles, combining critical thinking, creative strategy, and the business of design.
The workshop at OFFF 2026 will demonstrate how innovation can emerge from what the studio defines as the project’s “infrared”—that is, the invisible assumptions that often shape perception and decision-making. To this end, the methodology foregrounds attentive listening as a tool for generating collective intelligence.
→ 16 April
→ 15:30–17:30
→ Disseny Hub Barcelona
→ Open registration