Paula Dib is a Designer and Consultant Founder/Partner of the company Trans.forma.
Since 2003 acts mainly in urban and rural communities of handcraft production throughout Brazil. The development of products related with design, society and ecology has been the tonic of her work.
Paula believes that when a “new way of looking” arrives to a sleeping region, and awakes the people to the potential that they have, literally, in their own hands, a process of transformation is stirred up, first through observation, and then through acts and attitudes.
Her working methodology respectfully develops and adapts traditional craftworks into marketable products that generate income and improve quality of life for communities, while stimulating the people’s self-esteem and the value they give to their own culture.
For these activities Paula won the British Council’s International Young Design Entrepreneur of the Year award 2006. She has accomplished talks and seminars about the theme opening new opportunities to think the possibilities of performances within the design field.
Through the crossing of 3 elements: local available material, abilities found within the group and local culture; she promotes a collective exercise of self discovering and experimentation that reveal not only marketable products but gems that were asleep in the city and in the people.
All this process is built up collectively, guaranteeing results with meanings and references for the community, flourishing the belonging feeling of know how and all the elements related to it.
Since 2002 acts in different segments of design: product, graphic, and exhibition, having as main characteristic and odds of work the look, that adds and directs, transforming the design into a tool for the approach between Man and his habitat.
We consider observation and design a rich confluence, looking for a delicate balance between: tradition, modernity, culture, conduct, art, politics, nature and social issues.
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