Mother, design expert, proud Brazilian and female creative. Laila Rotter, Creative Manager at  Tátil talks to us about becoming a Pentawards Jury member, authentic South American Design and how motherhood has transformed how she navigates both life and work.

Tell us a bit about yourself and your work

I have been working in design for nearly 20 years, combining creativity with strategic thinking. My journey has taken me from running my own award-winning design studio to managing design at Tátil, one of Brazil’s most renowned studios with a global presence. There, I co-lead teams in crafting meaningful brand experiences for international clients such as Kimberly Clark, Carrefour and Danone.

Beyond my work in studios, actively contributing to design initiatives has played a fundamental role in shaping my career. I’ve been a teacher and have also been deeply involved in associations and projects that drive the industry forward. I currently serve as a director at ADG—The Brazilian Association of Graphic Designers—am a jury member for national design awards, and was recently part of the team behind the Brazilian Design Biennial, one of the country’s most significant design events.

I am also a mother of two boys, Angelo (4) and Otto (1). Motherhood has profoundly transformed how I navigate both life and work, helping me develop new skills and perspectives. I feel fortunate to work at an agency that not only supports but actively empowers women in creative careers.

'I feel fortunate to work at an agency that not only supports but actively empowers women in creative careers.'

Tell us about your journey into design

From as far back as I can remember, creativity has been an essential part of who I am. Studying advertising felt like a natural path, but it was during my undergraduate years that my passion for design truly emerged. I started working at a small agency as a designer, where, due to the team's size, I had to take on many roles. This experience taught me the value of an integrated approach to design—seeing the bigger picture rather than isolated elements—which would later become my strength.

Eager to expand my horizons, I left my hometown—a small city in the countryside—to pursue a master’s degree. I was awarded a scholarship that enabled me to dedicate three years to researching creative processes in Brazilian cinema. I then returned to my hometown to teach at my former university, where I soon became the course coordinator and launched the region’s first undergraduate design programme—opening new paths for design in a previously isolated market. Graduating the first class marked the perfect moment to shift my focus back to my studio.

Although I had been working in design for nearly a decade, I had never submitted my work for awards. Feeling it was time to challenge myself, I took the plunge—and in just three years, my studio won over 30 national and international design awards, all with a small team and limited resources.

After achieving many of my professional dreams, I embraced a new one: motherhood. I spent a few months fully dedicated to my newborn, and then felt a growing desire for a fresh professional challenge. That’s when the chance to become a Design Coordinator at Interbrand came along. The rise of remote work during the pandemic created an opportunity I eagerly embraced. After years of working independently, I discovered my strength in collaborating with high-performance teams. My journey—shaped by entrepreneurship, strategic vision, and hands-on leadership—had equipped me with the adaptability to contribute meaningfully in this new environment.

Shortly after, my second son was born, and a new exciting opportunity emerged: joining Tátil—a dream come true. Working with some of the world’s most iconic brands while balancing motherhood has been one of the most rewarding chapters of my journey. The support of inspiring leadership and an exceptionally talented team has been invaluable, making each day a chance to learn and grow.

Throughout my career, I have continuously engaged in design associations and initiatives, using every opportunity to connect with others. This allowed me to build a valuable network and stay in tune with the evolving perspectives of design. Last year, I was part of the organization of the 14th Brazilian Design Biennial, one of the country’s most significant design events. With 1,654 entries, 791 selected projects, and over 7,000 visitors, it was a powerful showcase of Brazilian creativity and resilience.

What made you want to be a Jury Member for Pentawards?

Serving as a judge for design awards has reinforced how valuable it is to connect with inspiring professionals and uncover outstanding projects. Being invited to join the Pentawards jury takes this experience to an entirely new level, as it is the world's most prestigious competition dedicated exclusively to celebrating excellence in packaging design.

It is both an honour and a unique opportunity to contribute to such a distinguished competition, exploring the innovative narratives that packaging can convey. I look forward to engaging with some of the most ground-breaking projects in the industry and contributing to the wider conversation on the essential role of design in shaping consumer experiences.

'I look forward to  engaging with some of the most ground-breaking projects in the industry'

What’s the most rewarding (or challenging) piece of work in your career so far?

I like to think that the most important project is always the one on our desk right now. At Tátil, we operate on a global scale with a dedicated business unit for international clients, where I have the privilege to work. Recently, I've been deeply involved in global packaging projects that push both creative and strategic boundaries—a true hallmark of Tátil's approach.

One of the most exciting challenges has been leading the complete revitalization of two brands in the European and U.S. markets for a major global player in plant-based beverages. At the same time, I’ve been working on a bold redesign of product lines for a leading brand in the personal care market. These are undoubtedly some of the most complex and rewarding projects of my career so far.

What makes this experience truly special is being surrounded by an exceptionally talented and inspiring team. The chance to contribute to shaping global brands is a source of constant inspiration. It’s a reminder that the best work is always the one that challenges you, keeps you curious, and leaves a lasting impact.

You’re based in Brazil. Are there any key trends or visual elements specific to South America that you’re seeing—or any you’d like to see?
South America is a region of immense cultural richness and diversity—it’s not just one identity, but many, each with its own unique voice. Brazil, in particular, is a country of continental dimensions, with a plurality that demands design to be just as diverse and authentic. To truly capture this essence, it’s essential to build diverse teams that can bring these different perspectives to life.

The most relevant trend isn’t about following trends at all—it’s about staying true to your origins, embracing what makes you unique, and elevating it. From Colombia’s vibrant colors to Argentina’s bold typography, the most powerful designs are those that draw from local context and tell stories rooted in authenticity.

At Tátil, we talk about 'ORIGINALITY through ORIGIN'—the idea that true brand originality comes from recognizing and amplifying natural strengths. In Portuguese, we have a word for this uniqueness: borogodó—an untranslatable spark that sets something apart. This authenticity, shaped by our context and diversity, is what makes South American design so powerful and globally relevant.

'The most relevant trend isn’t about following trends at all—it’s about staying true to your origins, embracing what makes you unique, and elevating it.'

What advice would you give to young, aspiring designers looking to enter the design world in South America?

One of the most valuable pieces of advice is to embrace the richness of your own story. Understanding and valuing your own context is a powerful asset. Rather than chasing trends, focus on what makes your background unique and how it can bring depth and authenticity to your work. Be intentional about curating your references—choose them thoughtfully and let them reflect the diversity of your surroundings.

Also, I would advise to stay curious and build connections beyond your immediate environment. Design thrives on diverse perspectives, so actively seeking opportunities to exchange ideas—whether through events, associations, or collaborations—can expand your horizons and strengthen your work.

Most importantly, be patient and kind to yourself. The design industry can be demanding, and it’s easy to feel overwhelmed at the start. Embrace the process, learn from each experience, and trust that your path will take shape as you move forward with authenticity and passion.

We're thrilled that Laila is one of the 55 jury members who will be judging and providing feedback on entries to the competition this year . You can connect with Laila here , and explore some of Tátil's latest work on their website.