The reflection on creativity and originality in the age of generative artificial intelligence invites us to revisit some of the principal debates within twentieth-century art theory.

For a while, Claude wasn’t a tool most designers naturally gravitated towards.Designers are visual by nature.

We have once again been distinguished with the PME Líder status, this time related to 2025 - a renewal that leaves us particularly satisfied and holds special significance: more than just a one-time recognition, it is the validation of a solid and sustained journey.

Human behavior is programmable - one only needs to know the code. (Combs & Brown, 2018)

Every year, we create a moment to pause. A moment to reflect. A moment to align. A moment to look at what we’ve done and, above all, where we want to go.

At the risk of stating the obvious, it seems clear that we live in an era where everything competes for attention. It has become increasingly challenging to distinguish what truly deserves to be heard in a universe where everyone appears to have a platform and a megaphone.

Every creative process starts with a familiar feeling: the search. The blank canvas. The quiet before the idea appears.

Being Santa Claus is one of the best things in the world! Having the privilege of giving a beautifully wrapped gift and witnessing the joy of the person unwrapping it, the anticipation of surprise, and the delight of the unexpected… is simply wonderful.

There is only one way to close the year on the Softway blog: by writing about what has truly transformed the way we create, think, and deliver value every day. The topic that has had the greatest impact on our work shaped our internal discussions, influenced proposals, and redefined expectations - both ours and those of our clients.