It’s uncanny! Seeing Lady San Pedro after all these years is like stepping into a time capsule. It’s 2025, yet she looks exactly the way she did back in 2002, when we were part of the same AB Communication block at Ateneo de Manila University. We also used to bump into each other, fresh out of college, as we joined the same media company.
Lady, my friend born on a leap day, who had superb sound and video editing skills for our Introduction to Radio class and whose theatrical flair in our final project for English Literature left us all in awe, has bloomed into a woman who embodies her name. “Lady” feels less like a name and more like a description. She carries herself with a quiet elegance and a refined presence that speaks volumes of her character.
Beyond the familiar face lies a portfolio of years of milestones and accomplishments. Lady has carved her own path in the world of design, a path that has taken her from Manila to the cultural hubs of Barcelona and London.
“So much of communication is visual, making visual design feel natural to me,” Lady enthused, reflecting on her transition from communication to design. “I’ve adored the arts since childhood, and while certain values influenced me as a Filipina growing up, I’ve always been inspired by styles from different cultures and movements.”
Her professional journey began in the Philippines, where she honed her skills at leading media outfits. “In Manila, I worked at creative agencies Leo Burnett, McCann Worldgroup, and TBWA. I art-directed for global brands, including Coca-Cola, Samsung, and Chevrolet,” Lady recounted.
The allure of Europe was enticing, leading Lady to Barcelona and then London, each city shaping her design perspective in distinct ways. “Freelancing in Barcelona meant smaller, boutique projects in lifestyle and culture. London is where I joined brands with social purpose. At provenance.org, I designed for sustainability. At mrswordsmith.com, I drive innovation for children’s literacy,” she shared.
Navigating the global creative landscape, however, was not without its challenges. “Professional mobility in Manila was a breeze because I had a large network there. Moving to Europe meant rebuilding while entering a competitive talent pool. I embraced these challenges, and I’m happy with the opportunities I’ve received!” she happily shared.
Within her impressive portfolio, one project holds a special place in her heart. “The Flutterby Shoes I designed for Italian footwear brand Alberto Guardiani are most significant to me because I designed them for myself. All my other work is for everyone else!” Lady revealed.
Beyond her professional accomplishments, Lady is now committed to empowering others. In 2024, she mentored young women through the Diana Award. “Along with five other mentors, I helped the students plan a social action project around a theme,” Lady related. “They chose: misogyny. This is memorable to me because it highlights the pressing need to support women and girls.”
Lady’s advice to aspiring female designers is both practical and empowering: “Forget perfection. Have thicker skin. Fail. Try. Learn about what is going on in other fields. The need to design something worthwhile lives outside of design. And the inspiration for designing something worthwhile also lives outside of design.”
Lady’s design philosophy is rooted in the concept of “design for good.” She said, “At my current work, we design for children’s literacy development. Design for good here means that their enjoyment and well-being are given equal significance as their academic outcomes.” Lady shared that when she worked in sustainability, design for good meant enabling positive choices for people and the planet.
Clarity and impact characterize Lady’s design. “My core discipline is visual communication. People are often busy and simultaneously bored, so I like to design products and visuals that communicate quickly and clearly,” she explained. “My logo for Filipino restaurant Toyo is one of my favorites because it captures the brand’s playfulness.”
While she is now based abroad and has been exposed to a lot of international artists, Lady still sees immense potential for Filipino designers in the global market. “Remote work opens doors for designers based in the Philippines. I’ve met many people all over Europe who tell me about amazing remote colleagues all the way in Manila,” she said. “Now is the time to do this!”
What makes Lady stand out in the design scene is the cause she pursues and believes in. “I’ve seen sustainability gain more prominence in recent years. I’m also seeing wonderfully simple UX (User Experience) designs for consumer products and services across industries,” she noted as she spoke about trends in London’s creative scene.
Looking ahead, Lady prioritizes setting standards over rigid targets. “Instead of goals, I’m setting standards!,” Lady confidently shared, coming from a wealth of experience. “There are so many variables in the world right now so I’m flexible with my outcomes, and thoughtful with my standards.” Professionally and personally, she shared how she strives for meaning and beauty.
Now a multi-awarded designer and innovation director based in the UK, Lady has undoubtedly found her place in the design world. She’s a global Filipina driven by a passion for creativity, a commitment to social impact, and a strong belief in the power of design to make a difference. Living up to her name, often mistaken as her alias, she truly is a fine lady.
Get to know more about Lady via her website ladysanpedro.com. For your random thoughts, e-mail Kate at randomrepublika@gmail.com.