2025 Program Search
Annual International Publishing Design Forum
FIL Professionals
Annual International Publishing Design Forum
Inauguration
Participants: Adriana Sánchez Escalante, Armando Montes de Santiago, Sayri Karp Mitastein

Adriana Sánchez Escalante
Bachelor’s Degree in Communication Sciences from the National Autonomous University of Mexico (UNAM), graduating with honors, and a Master’s in Publishing from the University of Alcalá, Spain, where she earned distinction for academic excellence.
She currently works as Publications Editor at Universidad Anáhuac México, where she is responsible for managing the university’s official publications. She also collaborates independently on various editorial projects.
She has taught at Universidad Anáhuac México and has worked in the private sector with several publishing houses, including Fernández Editores, Grupo SM, EK Editores, and Editorial San Pablo, among others.
In the public sector, she participated in the Editorial Program of the Government of Mexico, coordinating the editorial processes for the Mexican Knowledge Library series.
Her experience with periodicals includes writing for National Geographic en Español and Audiencia Legislativa (a publication focused on political content). She has also served as editor for magazines such as Al Detalle (the communication platform of the National Association of Self-Service and Department Stores), A la Carta, and Alta Hotelería—publications aimed at the restaurant and hospitality industries, respectively.
At the international level, she collaborated with Editorial Complutense in Madrid, Spain.

Armando Montes de Santiago
He has been a member of the organizing committee of the Guadalajara International Book Fair (FIL) for 20 years. For several years, he led the International Sales department. He currently serves as General Coordinator of Exhibitors and Professionals and leads key projects for the fair, including the Comic + Graphic Novel Hall and Libros al Gusto.
Other activities involving the participant:
Inauguration
Inauguration
Opening Talk

Sayri Karp Mitastein
Director of the Universidad de Guadalajara Press. Co-founder of Red Altexto, the Network of University and Academic Presses of Mexico, and a member of its Advisory Council. She served as President of the Association of University Presses of Latin America and the Caribbean (EULAC) from 2015 to 2023. In 2018, she received the University Publishing Merit Award from the University Book Fair of the Universidad Autónoma del Estado de Hidalgo, as well as the Rubén Bonifaz Nuño University Publisher Recognition, granted by UNAM during the International Book Fair of University Presses (Filuni).
Other activities involving the participant:
Tribute to the Association of Latin American and the Caribbean University Presses (EULAC)
The Value of Ibero-American Networks in Recognizing Spanish and Portuguese as Languages of Science
Creation of the Ibero-American Network of University Presses
Sunday, November 30
16:00 to 16:10
Salón de Profesionales, Área Internacional, Expo Guadalajara
FIL Professionals
Annual International Publishing Design Forum
How to define an identity for a publishing collection
FIL Professionals
Annual International Publishing Design Forum
How to define an identity for a publishing collection
Each collection within a publishing imprint has its own personality. It’s not just about grouping books by theme, is about building a visual and conceptual identity that gives it coherence and distinction. In this panel, we’ll discuss how that identity is defined: from cover design to the graphic, typographic, and stylistic decisions that shape how readers perceive a collection.
This conversation aims to raise questions, share experiences, and reflect together on what gives a publishing collection its own voice and helps it connect with its readers.
Participants: Enric Jardí, Daniela Escobar, Felipe González
Moderator: Rocío Martínez Velázquez

Enric Jardí
Invitado de HonorBorn in Barcelona in 1964, he studied Graphic Design at the Elisava School, where he has been teaching since 1988.
He holds a degree in Design and Graphic
Production and is currently pursuing a PhD at the Faculty of Architecture of Lisbon.
His work focuses mainly on editorial design and corporate identity, and his clients include a wide range of organizations and companies.
He has served as Director of the Postgraduate Program in Advanced Typography at Eina School (in association with the Universitat Autònoma de Barcelona), as a university-level design professor at IE School in Madrid, and as a Graphic Design instructor at the University of Lapland in Rovaniemi, Finland.
He is currently a professor in the Master’s in Art Direction in Advertising at Blanquerna–Universitat Ramon Llull, a professor in the Master’s in Packaging Design and Art Direction at Elisava, and a professor in the Master in Publishing at Universitat Pompeu Fabra / Barcelona School of Management.
He also teaches online courses through Shifta (by Elisava), Cursiva (publishing school), and offers four courses on Domestika.org.
In 2007, he published Twenty-Two Tips on Typography (That Some Designers Will Never Reveal) and Twenty-Two Things You Should Never Do with Letters (That Some Typographers Will Never Tell You) with Actar.
In 2012, he published Thinking with Images with Gustavo Gili, translated into several languages.
His later works include Así se hace un libro and Life is sho (Arpa, 2018); Fifty-Something Tips on Typography (Gustavo Gili, 2021), a revised and d edition of Twenty-Two Tips...; and Why Pages Look the Way They Do (Gustavo Gili, 2023).
In October 2009, he received the National Culture Award in Design from the Government of Catalonia.
He has earned several distinctions, including the European Design Awards, Laus Awards, D&AD Awards, and Malofiej Infographics Awards.
From 2005 to 2009, he served as President of the Art Directors and Graphic Designers Association (ADG-FAD).

Daniela Escobar
Daniela Escobar Contreras (Santiago, 1984) is a designer from the Pontifical Catholic University of Chile and one of the founders and directors of Overol, a publishing house where she has worked in editing and design since 2015. She has also worked independently for various publishing houses and art and literature magazines. Daniela teaches the Editorial Production course at Universidad Diego Portales and is the author of the poetry books Curvatura del ánimo (2018, Gabriela Mistral Literary Games Award) and Pinturas psicosomáticas (2024), as well as the chapbook Pasatiempos sobrenaturales (2024). A ion of her work was included in the anthology Muñoz, Cajales, Escobar (2024).

Felipe González
Felipe González (Bogotá, 1984) is an editor and cultural manager. He studied art with an emphasis on cultural projects. He was part of the research group En un lugar de la Plástica, which curated exhibitions of modern Colombian art between 2007 and 2012. He is the co-founder and editorial director of Laguna Libros (since 2007) and Cohete Cómics (since 2016). He also co-founded the creative writing program Laboratorio de Creación at La Diligencia Libros, which has operated since 2020 as an alliance among seven independent publishers. He has served as president and director of the Colombian Chamber of Independent Publishers since its founding in 2023.
Sunday, November 30
16:10 to 17:10
Salón de Profesionales, Área Internacional, Expo Guadalajara
FIL Professionals
Annual International Publishing Design Forum
Editorial art direction and production processes
FIL Professionals
Annual International Publishing Design Forum
Editorial art direction and production processes
Once a collection’s visual identity has been defined, it’s time to bring it to life. In this panel, we’ll discuss how that identity is translated into concrete decisions around design, production, and printing.
From the materials selection, papers, bindings, inks, and finishes such as varnishes, die cuts, or stamping, to the choice of format and size, every detail helps reinforce the character of a publishing collection. We’ll explore how these elements are not only aesthetic, but also communicative.
Participants: Emiliano Becerril, Raúl Zea, Wanda España
Moderator: Lulú Kirschenbaum

Emiliano Becerril
Emiliano Becerril Silva (Mexico, 1982) worked at CIDE and Miguel Ángel Porrúa, and as an external collaborator for Fondo de Cultura Económica (FCE), Penguin Random House, Ediciones B, and Santillana. In 2011, he founded Elefanta Editorial, a publishing project he continues to direct, dedicated to fiction, poetry, essays, photography, and art, with nearly one hundred titles published to date. He was also the founder of the bookstore Bucardón, a radio producer, and author of the series Otros principios, a set of interviews with recent refugees arriving in Mexico, broadcast on Radio UNAM in collaboration with UNHCR. Emiliano has contributed to several media outlets, including Nexos, La Jornada Semanal, Letras Libres, Excélsior, and Este País. From Portuguese, he has translated various articles and reports, as well as the novel The Leopards of Kafka by Moacyr Scliar (Elefanta Editorial, 2017). From French, he translated the children’s book Zeno in Venice (Nostra Ediciones, 2009).

Raúl Zea
Raúl Zea is a Colombian graphic designer, art director, and educator recognized for his work in the editorial field. For more than a decade, he has led the design department at Rey Naranjo Editores, where he has developed award-winning projects such as El origen de las palabras and Testigos del fin del mundo. His work reflects an aesthetic that combines typographic precision, narrative structure, and a deep respect for the materiality of the book. His designs—recognized in various national and international competitions—have helped shape the visual identity of one of Colombia’s most prominent independent publishers. In parallel, he has taught typography and information design, and is co-founder of Santo & Seña, a cultural space in Bogotá dedicated to books, music, and local design.

Wanda España
She is an accomplished art director with more than 30 years of experience in publishing and design. She currently serves as a Textbook Design Project Manager at Princeton University Press, where she leads the creative direction of the Press’s growing textbook division. In this role, she oversees the full design lifecycle and collaborates across teams to implement innovative processes and emerging technologies that enhance the quality and impact of Princeton’s publications.
Prior to joining Princeton a decade ago, Wanda spent 18 years as the owner of a successful graphic design firm, delivering book covers and interiors, logos, promotional materials, packaging, and marketing campaigns for a wide range of publishers and organizations.
Her expertise spans typography, pre-press production, book and package design, marketing, and art direction, with advanced proficiency in Adobe Creative Suite. She holds dual bachelor’s degrees in Marketing and Graphic Design from Rutgers University. Outside of her professional work, Wanda is an active painter who regularly exhibits in art shows.
Sunday, November 30
17:10 to 18:10
Salón de Profesionales, Área Internacional, Expo Guadalajara
FIL Professionals
Annual International Publishing Design Forum
Conceptual intention and design: a collaborative challenge between editors and designers
FIL Professionals
Annual International Publishing Design Forum
Conceptual intention and design: a collaborative challenge between editors and designers
Using the design of popular and academic magazines as a starting point, this discussion will focus on the collaboration between designer and editor, considering how design influences the understanding of content (cultural, academic, or even scientific) which stems from a clear conceptual intent.
Participants: Lorena Noyola Piña, David Kimura

Lorena Noyola Piña
Full-Time Tenured Professor and Researcher at the Universidad Autónoma del Estado de Morelos (UAEM). She is a National Researcher (Level 1) and a member of the State System of Researchers.
She holds a PhD and a Master’s Degree in Sciences and Arts for Design from the Universidad Autónoma Metropolitana (UAM), both earned with the University Merit Medal and CONAHCyT scholarships. She also holds a Bachelor’s Degree in Graphic Design from UNAM, where she was part of the PAEA program and a Fundación UNAM fellow.
She has served as Director of the Faculty of Arts and Founding Director of the Faculty of Design at UAEM, as well as President of the Research Committee of the Mexican Association of Graphic Design Schools (ENCUADRE). She actively participates in academic committees, mentoring, thesis supervision, and student training at the undergraduate, master’s, and doctoral levels.
Her academic work covers design, social design, the internet, hypertext, photography, Mexican cinema, and image semiotics. She is the author of Diseño e imagen digital de interfaz (2015) and La imagen, el proceso cognitivo y el aprendizaje (2016), both published by UAEM.
For twelve years, she coordinated the collection El impacto de la imagen en el Arte, la Cultura y la Sociedad, and she currently coordinates Más Allá de las Disciplinas. She has carried out editorial design and production work for various institutions, including INAH, UAEM, and Fondo de Cultura Económica, where she collaborated on the Anthology of Planning collection and La ciencia desde México series. For a decade, she served as editorial designer for Alquimia, the magazine of SINAFO-INAH. She currently coordinates Hablemos de Diseño, an academic outreach project dedicated to exploring the creative, symbolic, and social dimensions of design.
She holds the PRODEP Academic Profile and is a member of the Academic Body “Social Sciences, Culture, and Complexity in Globalization.” Her line of research focuses on design as an epistemic device and as an agent of cultural and social transformation.

David Kimura
He holds a Bachelor’s Degree in Graphic Design from Universidad Iberoamericana, Mexico City, and a Postgraduate Degree in Visual Communication from the School of Design and Art in Basel, Switzerland. He specializes in book design, typography, and signage. Together with his partner Gabriela Varela, he has designed nearly two hundred books and magazines, mainly on architecture and art, for publishing houses and institutions in Mexico and Europe.
He has designed books of various kinds for artists and architects such as Luis Barragán, Teodoro González de León, Tadao Ando, Manuel Felguérez, Santiago Arau, and Frida Kahlo. He has also designed the periodicals Arquine, Pliego 16, and Gatopardo, as well as book series for the Museo Amparo and the Museo Nacional de Arte. He is the author of the type families Plasma, Sofía, and Chayote, and has collaborated as a designer or art director on projects for Gandhi, Balduina, Mayathán, and Gatopardo.
His work has been recognized and published internationally, and for the past two decades he has taught courses and workshops at institutions in Mexico and abroad. He lives and works in Mexico City.
Sunday, November 30
18:20 to 19:20
Salón de Profesionales, Área Internacional, Expo Guadalajara
FIL Professionals
Annual International Publishing Design Forum
Marketing in publishing collections
FIL Professionals
Annual International Publishing Design Forum
Marketing in publishing collections
Editorial design work doesn’t end with the production of the book. Once a collection’s visual identity has been established, a new challenge begins: making it visible, recognizable, and desirable to readers.
This panel will address the integration of design, marketing, and strategy, how these areas collaborate to place a collection in bookstores, digital platforms, and other sales channels.
Participants: Carolina Herranz, Isabel Obiols, Juan Cerezo
Moderator: Quetzal León

Carolina Herranz
Carolina Herranz holds a degree in Hispanic Literature from the Monterrey Institute of Technology. She edits children’s and young adult literature at Penguin Random House Mexico. She oversees the imprints Molino, Serrés, Beascoa, Wattpad by Montena, and the Eric Carle Library, and frequently collaborates with Alfaguara Children’s and Young Adult.

Isabel Obiols
Isabel Obiols (Barcelona, 1974) holds a degree in Art History from the Autonomous University of Barcelona and a master’s degree in Journalism from the School of Journalism of the Autonomous University of Madrid–El País. After working for some time as a cultural journalist in the Barcelona newsroom of El País, she entered the publishing world in 2006, first as an editor at La Magrana and, for the past twelve years, at Editorial Anagrama.
At Anagrama, she is responsible for the Catalan-language collection Llibres Anagrama and for the Spanish-language non-fiction publications, which include the collections Argumentos—the oldest at Anagrama—, Crónicas—focused on literary journalism—, Biblioteca de la Memoria—devoted to biographies and memoirs—, and the more recent Nuevos Cuadernos Anagrama, featuring short essays on current affairs.

Juan Cerezo
Juan Cerezo (Montillana, Granada, 1964) es director editorial de Tusquets Editores. Licenciado en Filología Hispánica por la Universidad Autónoma de Barcelona, ha desarrollado su carrera en Tusquets, donde se formó con Beatriz de Moura y Antonio López Lamadrid, y donde pasó de corrector y lector editorial a editor ejecutivo. En un catálogo con grandes autores, como Beckett, Duras, Kundera, Ernaux, Murakami, Pynchon o Vuillard, ha sido editor de, entre otros, Gonzalo Celorio, Jorge Semprún, Almudena Grandes, Fernando Aramburu, Leonardo Padura y Camila Sosa. Es profesor invitado en el máster de Edición de la Universitat Pompeu Fabra, y en el de la Universidad Autónoma de Madrid.
Sunday, November 30
19:20 to 20:20
Salón de Profesionales, Área Internacional, Expo Guadalajara
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