Studio
Since 1999
The evolution of25 yearsof real practice.
Design, technology, communication, digital experience, space, audiovisual and commercial vision crossed in a single studio. We were not born from a trend. We were born from years of curiosity, genuine involvement and a very particular way of approaching every project.
Philosophy
We believe in a creativity that does not stay on the surface.
A creativity that orders, solves, moves and helps a brand express itself better. We are interested in what lies beneath: the essence, the intention and the structure that sustains everything else. And we believe in technology well used: as a tool, never as a substitute for judgement.
Depth
We work from the essence of each project. The surface only matters when what lies beneath is solid.
Structure
Technically, we build from the most atomic. Creatively, we always seek the deepest.
Technology
Artificial intelligence optimises the mechanical. Creative direction remains human. Always.
Emotion
To truly move people, you must feel the process from within. It is not added at the end.
Manifesto
“To truly move people, you must first be moved by creating.”
SIMA — Founding principle
Juan Navarro
Founder · Creative director
est. 1999
A perspective shaped by more than 25 years of real practice.
I am not interested in creating something that only impresses.I am interested in building something that makes sense.Something that can be understood, that works, that moves people and that lasts.
Juan has spent more than 25 years crossing design, branding, web development, digital experience, audiovisual work, spaces and technology through the same way of seeing: deep, involved and focused on helping each project find its clearest, most coherent and most useful form.
That is part of SIMA's value: a perspective capable of connecting concept, aesthetics, business and execution without treating each discipline as a separate world.
He works from real listening. He does not delegate what is essential. Every important decision goes through a sensitivity built since 1999 and a way of understanding design as something that should not only look good, but communicate, work and stand the test of time.
His contribution to a project
Direction
Every project always passes through his perspective. No exceptions, no delegation of what is essential.
Breadth
He unites branding, digital, space and audiovisual as a single coherent vision.
Involvement
He listens before proposing. He understands the depth before working the form.
Judgement
Visual and technical sensitivity built on 25 years of real practice.
Profile
Based
Estepona, Costa del Sol
Since
1999
Disciplines
Origin
We started from the bottom, with ingenuity and the drive to do things differently.
We began building visual and advertising solutions from scratch — projectors at the fair, screens in venues, formats created with ingenuity when everything was far more artisanal. That way of understanding communication grew over the years into a very particular way of working: uniting design, technology, visual impact and commercial vision into a single piece.
We were not born of a brand strategy. We were born of practice. Of doing, failing, improving and continuing to build. And that attitude defines how we approach every new project: with genuine involvement, real curiosity and never treating design as something finished.
1999
First project
+25
Years of practice
6+
Integrated disciplines
Timeline
When we began,
and everything that came after.
Sima Design is a creative studio based in Estepona specialising in web design, branding, brand identity, UX/UI, visual direction, commercial spaces and digital presence for brands and businesses across the Costa del Sol, Spain and Europe — always with the same way of seeing.
How we began
Projector and giant screen at the Estepona Fair, first websites in the early years of commercial internet. Instinct, ingenuity and the drive to do things differently.
Infocab
Interactive kiosk with bespoke content for hotel information points. An idea ahead of its time that already spoke of user experience.
Estepona Tourism
Official tourism website for Estepona Town Council. First institutional milestone: real digital presence for a territory.
LED screens · Expo Zaragoza
Large format, events and large-scale installations. Participation in the Austrian Pavilion at Expo Zaragoza 2008.
Win / Equiniela
Branding, web and interior design for 10 venues on the Costa del Sol. A complete brand system across multiple touchpoints.
WinFootball
Identity, sports betting platform and operations in Spain. Brand, interface and activation as a single vision.
Proyecto Esperanza
Audiovisual production for Fundación Proyecto Esperanza, together with Redinamo and in collaboration with the Spanish Ombudsman. Visual storytelling in service of a real cause.
Mamula
Design and interior work on a 3D reconstruction of Mamula fortress, Montenegro. International reach and visual direction at scale.
Wagon Lounge
A Swiss Interrail carriage transformed into a themed ski lounge bar. Concept, atmosphere and identity applied to a completely singular space.
The Jackpot Club
Branding, equestrian auction platform and audiovisual production for the Nordic market. Full execution with international ambition.
Contemporary design and human judgement
We integrate AI, motion and more ambitious visual systems without ever losing the human direction, creative judgement and real emotion.
Technology & judgement
AI accelerates the mechanical. Human judgement is what cannot be delegated.
We integrate artificial intelligence where it makes sense: to automate processes, reduce friction and deliver maximum quality on mechanical tasks. But supervision, direction and the decisions that define the soul of a project remain human — especially in the creative, artistic and strategic dimension.
We have evolved with technology without ever losing the soul of the creative process. Because when what you are seeking is to move people, differentiate yourself and build something with truth, human judgement cannot be delegated.
+25
Years of real practice
6+
Integrated disciplines
100%
Direction always human