We love telling stories about different leadership paths to inspire you for your next move. Today, we want to share a story of Claudia Boggio, Founder of Infinito and alumna of our Executive Programme for Design Leaders.
We caught up with Claudia to talk about the first venture she started when she was just 14, what it really took to build and scale an agency without knowing how to run one. If you're thinking about starting your company and need a little extra inspiration to take the leap of faith, you'll enjoy this one.
Claudia: I was born and raised in Lima, Peru. From a very young age, I was a voracious reader, deeply drawn to beauty and aesthetics – anything visually meaningful would touch something in my soul. I didn’t know exactly what I wanted to study. I considered architecture or art, but I had never even heard of graphic design – it was still a very new field in my country at the time.
One day, I went with a friend to visit the university she wanted to apply to. As we walked through the campus, I stumbled into the end-of-year exhibition from the graphic design faculty – and it felt like a lightning bolt. I fell in love instantly. I didn’t have the words for it back then, but something inside me deeply connected with the clarity of communication, the typography, the visuals, and the power of storytelling through design. I knew right then that this was what I wanted to do with my life.
Looking back, I realise that even before that moment, the seeds were already there. When I was 14, still in school, I started my first small business. I made handmade dolls – at first, each one sewn and painted by me, with little wool hair and hand-drawn faces. With my mother’s support, I sold them successfully and was able to buy the one thing I dreamed of at the time: a pair of penny loafers that were all the rage. That experience taught me the value of creating something with my own hands, learning how to scale, and believing in my creative potential.
Those early moments – of discovery, intuition, and creation – are what shaped me into the design leader I am today.
Claudia: I got into the industry over 30 years ago, starting my career as a brand and packaging designer in a corporate company. That first job gave me a strong foundation – not only in design, but in understanding how a product comes to life, from concept to shelf. I learned how to work as part of a team, follow creative and production processes, and see design as part of a larger business ecosystem.
Later, I joined a branding consultancy, and that’s where I truly found my passion. I loved working with companies of different sizes and industries, learning from clients, conducting research, and designing with both beauty and strategy in mind. It opened my eyes to the power of branding as a transformational tool.
Those experiences eventually led me to start my own studio, and five years later, to found Infinito. Looking back, it was a natural evolution – from learning the craft, to understanding its impact, to building a company where strategy and creativity go hand in hand.
Claudia: Yes, absolutely. One of the biggest risks I took was starting my own business without really knowing how to run one. I had experience as a designer, but no background in finance, legal matters, or team management. Still, I believed in my vision and took the leap. That risk became the foundation of Infinito.
Another turning point came during the 2008–2009 global financial crisis. Projects were frozen, and we had more expenses than income. I even sold my car to cover company costs because I was determined not to lay anyone off. But eventually, I had to make the tough decision to reduce the team in order to survive. It was incredibly difficult – but also transformative. It taught me to lead with both courage and humility, and to rebuild trust and culture from a place of honesty.
Those experiences shaped me and prepared me for future crises. Every risk I’ve taken has come with uncertainty, but they’ve all brought growth – both personal and professional.
Claudia: I’m the founder and one of the partners at Infinito Brand Consultants, a branding firm based in Peru with nearly 20 years of experience building brands across Latin America and now expanding into Spain. My role today is more strategic – I guide the vision of the company, mentor the leadership team, and help shape the future of our business as we grow internationally and integrate new tools like AI into our creative processes.
What makes me proudest is not a single moment or award, but the journey of building Infinito into what it is today. We started as a small studio with big dreams, and over the years we’ve become one of the leading branding consultancies in our region, working across industries – from shrimp feed to digital innovation.
That said, one milestone that deeply marked me was being invited to speak at the Brand New Conference in San Francisco. At the time, we were a local agency from Peru, and suddenly we were on stage with global design icons. It was a surreal moment that reminded me how far we’d come – and how powerful it is to believe in your vision and build something meaningful, no matter where you start.
Claudia: I want to help companies build brands that inspire from the inside out – brands that are clear, meaningful, and connected to their purpose.
My goal is to make design a tool for transformation, not just communication. I want to show that when strategy, creativity, and culture are aligned, brands become powerful forces – not only for business growth, but also for shaping better organisations and better experiences for the people they serve. If the work we do helps a team feel more proud, a leader become more conscious, or a brand connect more honestly with its audience – then we’re creating the kind of impact that really matters.
Claudia: My approach to leadership has changed deeply over time. In the beginning, I led through doing – by designing, solving problems, and pushing for excellence in every detail. I was very focused on the creative side of things. But as the company grew, I had to evolve from being the one who creates, to the one who enables others to create, think, and lead.
One of the biggest shifts came when I started bringing in partners to Infinito. Each of them brought different strengths – design, marketing, client leadership – and learning to co-lead, share vision, and build trust with others at the top was both rewarding and challenging. It forced me to listen more, communicate better, and understand that leadership is not about having all the answers, but about asking the right questions and aligning others around a shared purpose.
Another challenge was moving from creative instinct to strategic thinking. I had to learn about finance, operations, HR – areas that were completely new to me as a designer. I overcame that by constantly learning, seeking out mentors, and making space for trial and error. That journey taught me that leadership is a craft, just like design – one that you develop through experience, reflection, and surrounding yourself with people who challenge you to grow.
Today, I see leadership as a balance between clarity and openness – setting direction, but also being present and human. That’s what sustains a team, a culture, and a company over time.
Claudia: This past year has reminded me of the power of vulnerability and the value of slowing down to go further. For someone who has always been driven by clarity and action, learning to sit with uncertainty – without rushing to fix or control it – has been a real shift. And I’m still learning.
I’ve become more aware of how my energy affects the team. Instead of pushing through intensity, I’m trying to practice presence: to be more fully there in conversations, to truly listen, and to create space for others to share what they see, feel, and need. I’m not always there yet – but I’m paying more attention, and that’s already changing the way I lead.
I’ve also realised that change doesn’t have to be dramatic to be meaningful. Small shifts – in how we structure a meeting, offer feedback, or make decisions – can completely transform a team’s energy and outcomes. That nuance – less heroic, more human – is one of the most important things I’m learning to embrace.
I learned a lot of tools to understand how to grow my business over the next 5–10 years. Learning for two weeks and then having a two-month break between the modules, allowed me to go back and apply things right away. By the end of the programme, lots of changes have already been made and brought results.
Claudia: There have been so many meaningful moments throughout the programme, but the one that fills my heart the most happened before one of the modules even started.
The day before our Palo Alto module, a small group of us rented a car and spent the entire day exploring San Francisco together. We sang (yes, Freedom!), laughed non-stop, visited iconic spots, and had the MoMA almost to ourselves – surrounded by stunning, beautifully curated art in a nearly empty space. But the best part wasn’t the views or the museum – it was the people. That group of friends, with their warmth, curiosity, and joy, made the day unforgettable. We filled our souls with the best energy.
I’ve learned so much during every module, but that day reminded me that learning also lives in connection, spontaneity, and shared joy. That’s the memory I carry with me the most.
Claudia: What excites me most is the possibility of rethinking everything: how we work, how we lead, how we create. We’re living in a time where the rules are shifting, and that opens the door to new ways of designing organisations, experiences, and impact.
I'm interested in exploring new ways of collaborating – where creativity and business don't live in separate silos, and where leaders are more open, curious, and emotionally aware. I see a future where design isn’t just used to look beautiful or to sell, but to solve, to connect, and to shape better human experiences.
Looking ahead, I’d love to continue coaching and supporting other leaders as they grow – helping them gain clarity, navigate change, and lead with more intention. If I can keep learning, evolving, and helping others do the same – that’s the kind of future I want to build.
Join 30 high-performers on a 9-week Executive Programme for Design Leaders in London and California, and learn directly from CEOs, Partners and Chief Design Officers at Google, IDEO, Pentagram, Zaha Hadid Architects, AKQA and others.
Unfortunately, the browser you use is outdated and does not allow you to display the site correctly. Please install any of the modern browsers, for example:
Google Chrome Firefox Safari