I´m Amaya Uscola Lapiedra, but morph to Amayetta when I create. I was born in Madrid, 1971, to a housewife/ artist mother and an international finance director/ amateur inventor, both gifted with a magical sea of imagination. They passed it on to me. My brain is like a jumping fish when coming up with ideas, illustrations, writen stories and design concepts for editorial creative projects. ><(((*>
I freelance from Amayetta Creative Studio as editorial designer, illustrator, author, indie self-publisher, copywriting teacher, transcreator and artist.
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I work for Book Publishers, Brands and the Unniversity IED Istituto Europeo Di Design Madrid. And none of these activities would be possible without the Brucci the dog staring at me 24/7 ( ಠ ಠ )
Here below you may find more info about my career and skills
CREATIVE WORK EXPERIENCE
EDITORIAL: WRITING, ILLUSTRATION AND DESIGN WORKS
Author, illustrator, designer and indie self-publisher under my brand Uxplanet Books, of the graphic books “Everything reminds you of me: a fish memoir” (Uxplanet 2019); “Hambre de Mariposas” (Uxplanet 2017) and “Memorias de Pez” (Uxplanet 2015).
In 2006, I wrote and illustrated “The Flying Heart” , which got published by Blur Books. A graphic book which sold out at some amazing museum shops like Moma, Tate Modern, Chicago Arts Museum, Caixa Forum or Reina Sofia, and was selected by the leading Actar Publishers to be distributed in lovely bookshops all around the globe.
Awarded illustrator thanks to Gueyumar Sardines Packaging.
Illustrator, photographer and designer of the fanzines «I want to live somewhere else for a while» (London 2000), “Uxplanet. Character streetart” (Madrid 2005) and «Uxplanet invading the British Virgin Islands» (Detached from ñ-shots mag).
Co-writer of the book “Envases y la Tercera Edad” (ESIC 1995) and illustrator for the book “Los dioses del marketing” (ESIC 1996). Illustrator for all the articles in the weekly ESICPRESS magazine, during two years.
In 2010 I created Happy Thing, to teach children how to write, illustrate and design hand-made books. An itinerant educational project which happily happened for 2 years at Madrilian museums, schools, libraries and children leisure centres.
CREATIVE DIRECTION, COPYWRITING AND TRANSCREATION
For 22 years (1997-2019) I also made my living in Advertising Communication as a Creative Director and Copywriter, conceptualising, writing stories and transcreating (EN/SP and FR/SP). I was part of the creative teams or freelanced both for multinational top ad-shops and local boutique agencies in Spain, UK, US, Netherlands, France, Italy, Germany and Korea.
I got my creative work recognised for excellence at Advertising Awards Competitions such as Cannes Lions, Young Lions, ADG LAUS, New York Festivals, Club de Creativos de España, FIAP and Epica, which was nice :). I was also a jury member at Club de Creativos de España twice (2006 and 2016) for Print and Innovation Awards; an ADG Laus jury member for Graphic Design and Visual Communication Awards and a jury member at BRIO Brazil Digital Design Awards 2014.
Member of the Board of Directors at Club de Creativos de España 2010-2012
Sept 2022 – May 2023 Granted by Fundación Prevent, I am currently studying AULA Aprende y Emprende: a business training and mentoring program designed and delivered at ESADE Business School Madrid, for people with disabilities.
My project is to start-up the recently created Amayetta Estudio, as to offer Editorial Creativity Services.
As well as properly studying Graphic Design (vocational training); Illustration (short courses); Character Art and Design (masterclass); Cel Animation and Comic Art (formal training); Marketing (high degree) and Languages (English, French and Italian certificates), I was always home-schooled in all sort of Arts and Crafts.
Before turning 20 I had already learned many techniques from my creatively restless and ever curious grandad and parents: drawing from observation; oil, chalks, pastels and watercolour painting; pottery; wood carving; clay modelling; glass mosaics; basketry; printmaking; photography; black and white negative processing; book binding; engraving; weaving, jewellery and sewing for fashion design. Sometimes using the bathtub, sometimes the kitchen sink, sometimes at my grand´s attelier, sometimes while watching tv, sometimes in my room at night… I always found some time for arts.
Art and Design Schools attended: Central Saint Martins University of the Arts London, Anglia Ruskin University of Cambridge, St Ives School of Painting, Pictoplasma Academy Berlin, Animart Madrid, Alfil Art School Madrid, and CIS Madrid.