Interview: Eduardo Sevilla

Interview: Eduardo Sevilla — Connecting Trends in the Heart of Florida

Eduardo, your company Creativity 305 has developed a technological vision that merges multiple trends across Florida. How would you describe the relentless motivation that led you to create this movement, and how do you hope it will be recognized worldwide?
For us, it is extremely important to understand that technology plays a key role in achieving the quality we pursue in our objectives. We have worked tirelessly to understand the equipment we have within the organization, and we have also participated in major trade shows across the United States to stay up to date with technological advancements. All of this goes hand in hand with the understanding that equipment—whether current or emerging—is simply a tool (like pliers for a mechanic). The true resource lies in people: in their preparation, in continuous learning, and in working with passion.
Our passion for what we do is something I wholeheartedly hope becomes recognized as a motivating movement for the next generations of advertisers, designers, and print professionals.

Your professional journey is broad and diverse, ranging from graphic production to the commercialization of metal-mechanical products. How have these experiences in Venezuela—at companies such as Comercializadora Krusco and Centro Gráfico PreYa—shaped your current vision and Creativity 305’s success in Miami?
In Venezuela, we were able to build one of the most important and complete graphic production companies in the country. Over time, we understood that on-time delivery and fulfilling our commitments depended on our ability to produce everything in-house. To achieve this, we structured our production using a Just in Time system, which allowed us to reduce storage and inventory costs while maximizing physical space by dividing our operations into four main areas: carpentry, metalwork with aluminum and iron welding, and printing.
This process eventually led us into distributing products for the Venezuelan automotive industry, becoming the official distributor for the renowned Krusco mufflers in the Capital Region—an experience that expanded our knowledge in both retail and wholesale sales.
Regarding the Venezuelan graphic industry, it has always been among the most significant in the world in terms of volume of printed material. It was a challenge to adapt to the needs of major global clients, including advertising agencies and major brands such as Movilnet, Movistar, PDVSA, Walter Thompson, Leo Burnett, Kike Picasso, and our cornerstone client, Ars Publicidad.

In the world of advertising and production, innovation is essential. How do you keep your company and your ideas at the forefront? What role does your radio program “Hablemos de Publicidad” play in staying connected to trends and audiences?
I have always believed, as my father used to say, that relationships are a key factor in personal and professional development. For that reason, we built strong alliances with major machinery and ink distributors, which opened the doors to advanced technical training in graphic production, as well as participation in major conferences and expos across the United States, such as ISA International Sign Expo, Graphics of the Americas, Printing United Expo, among others.
As for “Hablemos de Publicidad,” it has been one of the most important community-building experiences in our journey. Through this online radio and YouTube platform, we were able to offer educational content directly from industry leaders in the graphic and advertising world, both in the United States and across the Latin American community. The program created a bridge for sharing real-time insights from our guests, along with upcoming trends and challenges facing the advertising industry.

You have been recognized with awards such as the Mara Awards International and the Tacarigua de Oro International. What do these accolades represent for you and your team at Creativity 305? How do they motivate you to continue your mission?
The Mara Awards International is considered one of the most prestigious honors for Venezuelan and Latin American talent, with over 50 years of uninterrupted annual recognition—our equivalent of the Oscars. Receiving this award has been both an immense source of pride and a tremendous responsibility for us, personally and professionally.
The Tacarigua de Oro, on the other hand, is a true crown jewel, as I was awarded in 2017 as the Outstanding Graphic Arts Entrepreneur of the Year. These recognitions are part of the engine that drives us to continue working hard and doing things the right way.

Despite the technological evolution of your company, you obtained an Environmental Responsibility Certification. How does Creativity 305 balance technological growth with such an important commitment? What concrete steps have you taken to ensure the company remains sustainable and responsible?
For us, managing ink waste and carefully selecting the types of inks we use has been crucial. In reality, no ink is completely free of chemicals that could impact the ecosystem, and with that in mind, we chose the world’s leading eco-friendly ink manufacturer, Nutec Ink. Their advancements in chemical engineering are remarkable and have allowed us to receive continuous training in waste management and improving our print quality.
Many printing professionals still have misconceptions about the true business model of the world’s major printing equipment manufacturers. In our organization, we fully understand that their core business is not selling machines—it is selling consumables. And ink is the consumable everyone pursues.
Think about it: globally, I estimate that around 20 billion dollars’ worth of ink is consumed annually. Everywhere, documents need to be printed, and large-format graphics need to be produced to promote products and services. This is why waste management and ink selection are so important.
All our production equipment has been meticulously calibrated with robotic systems such as the i1, allowing us to print with high quality while reducing ink usage by 30% to 40% compared to what is commonly used by most print shops. Achieving this required extensive study in colorimetry and digital printing calibration systems. The better calibrated the equipment, the lower the ink consumption and the greater the economic efficiency of the business.
Responsibility goes hand in hand with preparation—it is never separate from education.