Rafael Atijas is the founder & CEO of Loog, a line of instruments designed to get kids playing, learning a falling in love with music. Born and raised in Uruguay, Rafa then moved to New York for his Masters at NYU where he graduated with honors (and with the business plan for Loog as his thesis). Rafael has won design and innovation awards, and is an Endeavor entrepreneur.

Joaquín Uribe is an industrial designer, founder, and CEO of Proyector, an award-winning design studio and strategic consultancy based in Uruguay. Since 2012, Proyector has been crafting innovative design solutions for clients worldwide, seamlessly blending creativity with deep expertise in manufacturing and market insights to deliver impactful results.

Lucía Guidali is a versatile and curious Uruguayan designer passionate about play design, particularly for children, with a social focus.

She studied Industrial Design at EUCD, Uruguay, where she discovered that designing for play was a serious endeavor and a play experience in itself. Later, she completed a master's degree in Design for Play at Designskolen Kolding, Denmark, focusing her project on playful parenting.

Early in her career, she worked independently and with other designers on play spaces for public areas, which were later implemented by state agencies. She also developed 'Chim-pum porotos,' a line of mobile and balancing toys that won awards at Fedema, Argentina, and the Ibero-American Design Biennial (BID).

Around 2010, she collaborated on the design of the first Loog guitars!

Few years later, she founded La Pequeña Fábrica de Juguetes, focusing on co-creative and open-ended toys. She partnered with Sabandija!, a brand focused on playful childcare, and the store Gigante, offering products from her line and other Uruguayan designers.

In subsequent years, she joined the EUCD team in 'Barrios para Crecer,' a project co-creating public spaces for early childhood with Uruguay Crece Contigo. She also designed the sensory park Galartija!, a family recreational space.

Recently, she collaborated with the NGO 'Edúcate' on playful learning experiences for the 'Remake Learning Days' festival, designed a collaborative game for the municipal program 'Música en la Escuela,' and developed play spaces for private educational institutions, emphasizing playful learning and child-centered design.