The new cover for the Garcia de Pou General Catalogue 2025 leaves no one indifferent: direct and impactful, with a colourful style in a limited chromatic palette and a ‘strong black outline’ that according to the artist is what defines his work. The work belongs to Jorge Lawerta (b.Valencia, 1983), an illustrator with a notable outstanding career that includes collaborations with prestigious brands such as Aston Martin, ICEX and Tiffany. After time spent in agencies in Valencia and New York, it was in Buenos Aires where he developed his vocation as an illustrator, taking part in numerous projects in the Argentinian capital. Renowned international firms such as Volkswagon, Berlutti, FIFA, Citadelle and ESPN have believed trusted in his art. Now it is our turn to enjoy his talent.
My first impression was of finding myself in front of a party, an explosion of colour, a cover with pop, modern and with impact…
The intention was always to make a powerful cover, explosive perhaps. One that makes you stop in your tracks and look at every detail.
Illustration for the cover of the new General Catalogue by Garcia de Pou
Which artists or movements have influenced your work?
Those who have influenced me and showed me the way are Norman Rockwell for his ability to tell a complex story full of expression, Alex Trochut for his use of typography and Mariscal for the freedom in his style.
If your art were a soundtrack, which song or genre would accompany it and why?
My soundtrack is all about the Punk Rock scene of the late 90s. Bands such as NOFX, Bad Religion, Lagwagon… With age I have broadened my musical palette, but these bands will always be there.
Illustration for Volkswagen by Jorge Lawerta
What is the strangest or most surprising criticism you’ve received of your work and how did you take digest it?
It often happens that people have difficulty in defining what I do and tend to use terms such as ‘stick figure drawings’, ‘little drawings’ or ‘movements’. This I find funny.
How do you see the illustration and digital art industry evolving in the coming years? Will AI take over or become an essential tool?
The truth is, I don’t know. There are days when I think that a lot of illustration jobs will be lost. Illustrators who may not work independently but are part of a company. Many ‘disposable’ illustrations will be made by AI and the job of the illustrator will be a luxury, something that you want this or that illustrator to do because you want work from that particular artist.
Illustration for Citadelle by Jorge Lawerta
What do you think about Garcia de Pou for almost 40 years Xbetting on illustrators like you for its catalogue covers, illustrators such as Forges, Manel Anoro, Quim Hereu, Leonard Beard, Jordi Labanda or Mariscal?
Well, a very nice initiative and now, after all this time the value can be clearly seen. The work by and for Garcia de Pou is like an archive of contemporary illustrators, and to be on the list seems tremendously lucky to me.
New Garcia de Pou General Catalogue
