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Being aware: creativity and solitude

Solitude has long been recognized as a catalyst for creativity. In a world immersed in constant interaction and noise, finding moments to retreat inward can unlock a new level of focus and imagination. When we are alone, we are free to explore ideas without distraction, allowing thoughts to wander, evolve, and connect in unexpected ways. For many creatives, solitude becomes the space where their best work is born, free from the constraints of external pressures.

As a designer, I find that the most innovative ideas often come in moments of quiet reflection, away from the fast-paced environment of client meetings or project deadlines. Whether it’s sketching concepts or diving deep into the design process, I need that space to fully immerse myself in the work. Solitude, for me, is not about isolation; it’s about creating room to think deeply, without distractions, and let creativity flow naturally.

Find your personal path

For me, there is an easy path: surfing. There’s something profoundly meditative about being out on the water, surrounded by nothing but the ocean. Surfing strips away the noise and allows for a direct connection with nature and myself. It’s a space where creativity seems to fly as if the ocean’s calm unlocks something deeper within.

But if you have no ocean or no surfing, then how and when? In my own experience, there’s no secret or formula. I realized that being aware of the importance of retreat was the key component. Five-minute meditation breaks, exercising, spending time outdoors close to nature, or simply walking my dog around the neighborhood easily become moments of reflection, planning, and envisioning.

Be aware of your need to retreat, and use those moments to filter and develop all the information you receive for interacting with our times.

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On remote work, part 3—the environmental impact

A Fundamental Shift Toward Sustainability

We’ve all heard it—remote work is touted as a game-changer for the environment. Fewer cars clogging up the streets, office buildings going dark, and a noticeable reduction in urban smog. But let’s be clear: these aren’t just perks or fringe benefits. The environmental gains from remote work are a fundamental issue, a critical piece of the puzzle as we strive to build a more sustainable future.

The most obvious impact? The reduction in commuting. Major cities like San Francisco, once known for their soul-crushing traffic jams, have seen a remarkable decline in daily emissions. It’s not just about convenience or saving a bit of time—this is about significantly lowering our carbon footprint in a world that desperately needs it. The reduction in fuel consumption and pollution isn’t a side effect; it’s a necessary step in our societal shift toward sustainability.

But the importance of remote work extends beyond just reducing emissions. It represents a broader rethinking of how we live and work. By decentralizing the workforce, we reduce the strain on urban centers, allowing for more balanced regional development and less environmental degradation. The energy savings from reduced office use, while significant, are just one part of the equation. Remote work encourages a more sustainable use of resources across the board.

Of course, this doesn’t mean we can ignore the challenges. Yes, the energy load shifts to our homes, and yes, our digital infrastructure has its own environmental costs. But these are challenges we must address, not reasons to dismiss remote work’s potential. By investing in energy-efficient homes, greener data centers, and sustainable tech practices, we can ensure that remote work remains a key component of a more sustainable society.

The bottom line is this: remote work is not just a temporary trend or a nice-to-have option. It’s a critical element in our collective effort to create a sustainable future. The environmental benefits are not perks—they are essential to our survival. We need to embrace this shift, not just for the sake of convenience, but for the planet’s future.

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On remote work, part 2—the SF experiment, failure and answers

Here we are in 2024, and downtown San Francisco still feels like a dystopian glimpse into our future. The grim reality that’s been forecasted for years has finally hit, and it’s hit hard.

The last two administrations gambled on an unsustainable economic strategy, and now we’re living with the fallout. The city’s middle class has all but vanished, taking with it the vital components that keep a city alive. If you didn’t lock in a home before the mid-nineties—or if you’re not pulling in a six-figure salary—you simply can’t afford to live here anymore.

CEOs who once flooded the city with new office leases, along with big developers and the usual suspects at City Hall, are now scrambling to salvage what’s left of their investments. And, predictably, they’ve found their scapegoat: the remote worker.

The rallying cry to drag the workforce back to the office is being touted as the magic bullet for San Francisco’s woes. Sure, it might offer some short-term relief, and I get why they’re pushing it. But the damage is already done. People would rather relocate to places where they can actually live a decent life than continue to struggle in this untenable situation.

Small businesses are collapsing, the remaining middle-class residents are either retired or on the brink, and the workforce that keeps the city running—cops, firefighters, hospitality workers—can’t afford to live here. And honestly, who could blame them for not wanting to?

I wish I had a clear solution to this mess, but one thing I’m certain of: bullying remote workers back into the office isn’t it. Sure, it might weaken their bargaining power for a while, but it won’t resurrect the Silicon Valley dream.

What’s clear to me is that remote work isn’t the problem—it’s part of the solution.

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On remote work, part 1—work-life balance and resistance

This is great to hear (from BBC Worklife):

Leading voices in the tech industry have been backing remote work and the advantages that it brings since fairly early on in the pandemic, however. They cite evidence that working from home can result in increased productivity as well as providing better work-life balance, a wider workforce talent pool for hiring, and greater employee inclusivity and retention.

But there are always those who resist the tide. Enter Alphabet CEO Sundar Pichai. According to The New York Times:

Google expects employees to work in-person for at least three days a week after the planned return to offices on September 1.

In other words, if you work at Google, expect to be in the office at least three days a week. The subtext? Return to the office full-time unless you’re okay with stalling your career.

Quick update on 05/05/2025: On April 23, 2025, Google demanded that some “remote employees return to the office if they wanted to keep their jobs” and avoid being part of broader cost cuts at the company.

Sure, the allure of the tech sector—glamorous lifestyles and generous paychecks—is hard to resist, especially for younger workers. But by now, in 2024, we all know what happened to the Bay Area’s housing market and the skyrocketing cost of living. The short-term outlook? Not promising. As someone who’s called San Francisco home for over 25 years, I’ve seen the changes up close. Remote work isn’t just a way to balance the scales for SF—it’s a solution with global implications.

And then there’s this gem:

“It’s an aberration that we are going to correct as quickly as possible.” Goldman Sachs CEO David Solomon declared at a Credit Suisse Group AG conference in February.

No need to comment on that. What’s worth noting, however, is Solomon’s pay package: $2 million in base salary, a $4.65 million cash bonus, and $10.85 million in stock compensation, tied to the bank’s performance (CNBC). Now, that’s the real aberration.

Since March 2020, I’ve been working remotely. My agency fought tooth and nail to survive the pandemic, and we did. I’m not being naive; I understand my times and what’s at stake. Resistance to change is inevitable, sometimes for valid reasons. But the future is coming, and it looks pretty different—and better—for those who can enhance their work-life balance.

I’m writing this from a cabin in Lake Tahoe, sitting by the fireplace. I worked all day, got a lot done, no stress, didn’t miss valuable time commuting, and enjoyed having my family close by.

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Hello, olá—about Wilson Gheur

I’m a graphic and interactive designer deeply connected to all things creative. From concert posters to websites, from books to complex interactive projects, I’ve spent my career merging my love for art, history, and technology into professional designs.

Respect for the Masters, Focus on Innovation
My design vision is shaped by the world evolving around me and how I interact with my time. But it’s also marked by those personal moments of inspiration that define a designer. Toulouse Lautrec’s evocative posters, the daring aesthetics of 24 Hours of Le Mans and F1 cars from the seventies, and Saul Bass’s masterful storytelling have all left an indelible mark on me. I draw from the cinematic depth of Bergman, Kurosawa, and Tarkovsky, as well as Herb Lubalin’s innovative typography and Moebius’s boundless imagination. From Pop Art to the everyday simplicity of road signs, and from the precision of Swiss Graphic Design to the rebellious energy of David Carson, Vaughan Oliver, and Chris Ashworth, I see design as an ever-evolving conversation. These influences aren’t just guides; they challenge me daily to question, explore, and refine what design can be.

But I'm always on the hunt for what's next. When used right, technology can expand the limits of creativity. This belief led me to graduate in Interactive Design at the Academy of Art University, in San Francisco, CA, and fully embrace the digital world at the start of my career. In recent years, I’ve been avidly exploring the intersection of AI and design—not just to stay current and relevant but to forge my way forward toward the future of design.


Designer, Surfer, and Environmental Advocate
When I’m not immersed in design, you’ll often find me heading to the coast to catch some waves or exploring new surroundings, whether it’s the natural landscape or hidden corners of the city. This is where and when I put it all together—for me, it's a crucial, unavoidable part of the creative process. I've always felt a deep connection to the environment, and it's a theme that often finds its way into my work. Whether through sustainable design practices or advocating for remote work to reduce our carbon footprints, I'm focused on making a positive impact.

A New Studio and the Future
After over twenty years in San Francisco, leading design projects for some of Silicon Valley’s most prominent players, I’m starting a new design studio, Studio Alto da Glória. This studio will be a hub for modern design and a fluid, evolving space where creativity and technology converge, bridging San Francisco and Curitiba—considered the most innovative city in Brazil—and bringing together like-minded creatives connected to design and innovation.

I'd love to connect with others who are on the same path. Whether you're a fellow designer, a potential collaborator, or someone who appreciates good design, I'm always up for a chat. Let's create.