Value
Meaning
Future
Designed
About

Great design is a great idea.

It speaks to your head and your heart. It makes you feel different, and think differently. It makes you remember, and respond.

That’s what we aim for: to go from insight, to ideas, to design that connects. To craft work with intelligence, beauty and precision. To create work that makes you successful, with a solution that only you can truly own.


Our process

We believe strategy fuels fresh perspectives to energize brands.

A
Analysis
Market Research Brand Audit Benchmark
We understand your brand and its context.
B
Brand
Brand Strategy Brand Architecture Brand Voice
We define the brand your company needs.
C
Culture
Employer Brand Change Management Brand Content
We shape culture, within and outside your company.
D
Design
Identity Design Visual Design Interactive Design
We translate ideas into images, concepts into realities.
E
Experience
Brand Experience Brand Management Brand Performance
We make your brand perform, by walking the talk. Together.

By the numbers


Founded
2024

Global Offices
00

Partners & Associates
00

Designers & Strategists
35+

Nationalities
American Argentinian Australian Austrian Brazilian British Chinese French Italian Korean Romanian Portuguese Spanish

Ethnicities
Asian Black Caucasian Hispanic

Gender
Female
44%
Male
54%
Non-binary
2%

People

Name
Position
Nationality
Lia Araújo
Graphic Designer
PRT

Born and raised in Portugal, her design practice revolves around editorial and visual identities. She holds a degree in Communication Design and a post-graduation in Illustration from the Faculty of Fine Arts of Porto. Before moving to Barcelona, she worked in a Portuguese studio dedicated to designing for the cultural and artistic sectors.

Recently, she finished her Master’s Degree in Editorial Design at Elisava, having won three Laus awards for her final projects.



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Ángela Ballén
Project Manager
Esp

Ángela comes from the world of communication, she holds a degree in Journalism and Communication. After several years working in media companies, she moves to the advertising field. She combines her expertise in communication and analysis, specializing in Business Analytics and Marketing Intelligence at the University of Barcelona. Since joining Mucho, she has coordinated projects for hospitality, communication, media and corporate sectors.



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Bruno Carreras
Junior Designer
Esp

From Barcelona and fresh out into the industry, he graduated from Graphic Design at IDEP Barcelona. Concept driven, he pours storytelling and meaning into design. His work experience includes companies in the design field, as well as in the gastronomy industry.



Bruno Carreras Graphic Designer
Marc Català
Partner & Creative Director
Esp

Impactful ideas and deep understanding of the value behind a brand are fundamental qualities in a branding specialist like Marc.

After working at Gráfica for 4 years, and later at Pentagram in London, Marc co-founded Mucho with Pablo Juncadella in 2003. During the first years of Mucho, and while working on branding, editorial and packaging design projects, Marc was also working as a Creative Director for the British newspaper The Observer. In 2006, he decided to focus his full attention on Mucho and settled in Barcelona, his city. Since then Marc has beaconed multiple international and local projects.

Throughout the years, Marc has incorporated  the vision of global design at the studio. Today, this practice is also shared with the other partners via diverse formats, such as the PostGráfica Master or the annual AGI conferences, in which he actively participates.



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Lúa Climent
Designer
Esp

After graduating in Design and Creative Technologies at the Polytechnic University of València, Lúa began her career as a designer in Berlin. Upon her return to Spain, she moved to Barcelona to continue her education pursuing a Master’s in Visual Design at ELISAVA, where she developed a particular interest in the conceptual aspect of design and storytelling. In her professional journey, she has gained experience working in design studios as both a designer and a copywriter.

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Pedro Destefani
Graphic Designer
BRA

Pedro is a Brazilian graphic designer based in Barcelona working with strategy and design for businesses, institutions and individuals. His work aims to bring bold solutions across a wide range of creative fields, primarily focused on visual identity, editorial and typography. He graduated in Social Communications at the Centro Universitário Belas Artes de São Paulo (2018) and was the winner of an international competition, awarded a full scholarship for his Master’s Degree in Graphic Design at ELISAVA Barcelona School of Design and Engineering (2020).

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Marina Dragicevic
Graphic Designer
AUT

The Austrian-Serbian designer Marina combines artistic vision with strategic insights. Her interdisciplinary expertise in brand design, visual identity, UX/UI design, and motion graphics blends with creative and strategic thinking. Graduating with a Bachelor of Arts from New Design University in Austria, Marina has left her mark on notable brands such as Forbes and OFFF Festival in the German-speaking area.

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Rob Duncan
Partner & Creative Director
USA

Rob’s distinguished career has seen him work with leading companies on both sides of the Atlantic — Mytton Williams, Pentagram London, Pentagram San Francisco and Apple.

In 2013 Rob founded the Mucho office in San Francisco where he continues to lead his design team, working with multi-national corporations, start-ups, non-profit organizations, educational institutions and small family owned businesses.

He has built an impressive portfolio of clients, including. Apple, Dell, Gap, Google, Kodak, HP, HTC, Mars, PayPal, Venmo, Visa and the University of California.

Rob’s work has been widely published in books and the design press. He has received awards from D&AD, Art Directors Club of New York, The Type Directors Club, AGDA, AIGA, International Society of Typographic Designers, Communication Arts and Graphis.

Rob is also the founder of the design blog why.design — a blog where global designers refreshingly compliment other global designers and artists on great ideas.

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Francesca Duncan
Partner & Managing Director
Rom

Francesca is the Managing Director of the San Francisco office and joined the team in 2017. She holds a Tech Project Management diploma from UC Berkeley, where she honed her expertise in various areas including software development business, hybrid project management, risk analysis, agile methodologies, the scrum framework, and project management in operations.

In addition to her tech background, Francesca pursued the Dentistry program at the University of Medicine and Pharmacy Victor Babes. Her extensive knowledge and skills in healthcare make her a valuable asset at Mucho. Moreover, her exceptional ability to reinvent herself enables her to transcend conventional thinking and adapt her approach to meet the unique needs of each client.

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Matheus Funke
Senior Brand Strategist
BRA

Matheus has a Masters in Branding by ELISAVA and Bachelor in Advertising and Marketing by ESPM São Paulo, Matheus always tries to find new ways to understand society and to build relevant and authentic stories.

With experience covering both global advertising agencies and brand consultancies, Matheus has worked on international and local projects with brands such as Havaianas, Heinz, Aeroméxico, Budweiser, BASF, Sanofi and a range of different social projects.



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Inês Gonçalves
Senior Designer
PRT

Passionate about cultural identities and editorial, Inês has worked with design studios and institutions such as Casa da Música in Porto. She has also led Brand Identity projects from Culture to Satellite companies. Experience and performative-driven, she focus on pushing the creative frontiers of design and on artistic-driven research practices and graphic strategies combined with mixed knowledge. She believes on embracing an holistic examination from research and concept to creation and on the value of discovering beauty in the imperfect and unexpected. Besides doing design, she divides her time exploring her interest around Dance and Fashion and the social value of both.

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Dominic Hofstede
Partner & Creative Director
Aus

Dominic is a designer, writer and educator. His eponymous studio Hofstede Design (1996–2015) was renowned for typographic rigour. In 2017 he joined MAUD, overseeing large-scale identity projects for iconic brands including Holden and Australia Post. In 2020 he was invited to become Mucho’s first Australian partner and established a home base in Melbourne.

His work has been acknowledged internationally in numerous award competitions including the AGDA National Awards, DINZ Best Awards (New Zealand), Tokyo Type Director’s Club and The Type Director’s Club (NY).

His interest in design history led to the establishment of recollection.com.au, an online archive of Australian graphic design from 1960–1990. The project’s scope has evolved to encompass exhibitions, campaigns, talks, published texts, publications and a typeface. In 2014 he was appointed an adjunct senior research fellow at Monash Art, Design and Architecture.

His career-long commitment to education has included mentoring, lecturing and teaching roles with numerous educational institutions, including Monash, Swinburne, RMIT and Ballarat Universities.

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Paul Jeon
Graphic Designer
ROK

Dong Sik Jeon (Paul) is originally from South Korea. He is a graphic designer currently based in San Francisco, and graduated from the Academy of Art University in 2021.

He specializes in brand design, editorial design, motion graphics and packaging. Before a career in graphic design, he was a keen photographer in Korea and worked as a freelance photographer. He also completed 2 years in the South Korean military. The only person in the US office who knows how to handle a gun (and throw grenades!)

Paul graphic designer
Carol Juarez
Partner & Managing Director
Esp

In early 2022, Carol was appointed as a Partner at Mucho’s Barcelona office, her city.

Since 2014, Carol has held a pivotal executive position in the Barcelona office, managing comprehensive responsibilities that encompass finance, new business development, legal matters, operations, and general management.

In 2019, Carol obtained a certificate in B2B Management from ESADE. She holds a degree in Advertising and PR from UAO (2003-2007), and also pursued design and business courses at SVA in New York (2011).

She started her career at Brand Insight agency in Barcelona (2006) before acquiring international experience at the branding studio Base Design in New York (2011). Upon returning to her city, she joined the global marketing agency VMLY&R-WPP (2013).

In 2017, Carol lectured on Design Management at Elisava. From 2018 to 2020, she co-led the Business section of the PostGráfica Master’s degree program at Idep.



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Pablo Juncadella
Partner & Creative Director
Esp

Pablo’s career began in Barcelona, where he graduated with the highest degrees at EINA, the School of Art and Design, and worked at the local design studio, Grafica. In 1999, he moved to London to work at Pentagram. In 2002, he co-founded Mucho alongside his partner, Marc Catala. Their journey started with the task of redesigning and art directing the UK newspaper, The Observer, and its weekly magazines, a project undertaken between Barcelona and London.

A true multidisciplinary designer, Pablo savors every aspect of design, from packaging and branding to editorial and online. His work has spanned a broad spectrum from Large Corporations to small startups, cultural centers to online marketplaces, showcasing his versatility and adaptability in various design environments.

Currently, he serves as the Executive Creative Director and Head of Global Management at Mucho, while simultaneously managing the general affairs of the Barcelona office. His work has been internationally recognized, including D&AD Yellow Pencils.

Pablo is an active member of AGI, arguably the world’s most prestigious design and art direction organization, and has served as the President of the Spanish chapter since 2023.

Since the beginning of Mucho, Pablo has combined his leadership role with teaching. He has been a co-director for a master’s degree program at ELISAVA, where he remains a current lecturer and professor. He served as a teacher of the final degree project for EINA from 2003 to 2010, external examiner at the Institute of Art, Design and Technology (IADT) in Dublin from 2019 to 2023. As a regular speaker at various events such as Offf, Typographic Circle, or AIGA, Pablo continues to share his experience with the design community.

LinkedIn
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Peter Lau
Director of Brand Innovation
USA

Peter is from New York. He has worked in different cities and for different industries from advertising to brand design and from technology to consulting in New York City, Denver, San Francisco, São Paulo, Madrid, Barcelona, Prague and Paris. He attended Babson College and Stanford University.

He has created brand experience systems for Google, Facebook, Pixar, Nike, AmBev, Disney, Coca Cola, Intel, Samsung, Heineken, McDonalds and Pharrell Williams ranging from visual identities to ad campaigns and from brand experiences to digital services.



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Javier López
Associate Partner
Esp

Javier is a seasoned multidisciplinary designer and Associate Partner with expertise spanning branding, print, digital, and motion, bringing a diverse skill set to every project. Since joining Mucho, he has supported the partners, leading the design team in projects for international clients such as Entel, Bash, Solv and Piraeus Bank.

Born and bred in Barcelona, he moved to London in 2010 where he honed his talents for ten years. During this time, Javier collaborated with studios and agencies such as McCann, Portland Design and Havas London, working for clients including Diageo, Sky, Lloyds Bank and the British Museum.

He proudly holds dual nationality from Spain and the UK and is an alumnus of Elisava’s Masters in Graphic Design. Javier’s extensive experience and cross-cultural background enable him to bring a unique perspective and exceptional creativity to his work.

Beyond his design prowess, Javier shares his knowledge as a visiting lecturer at the Postgraduate Degree in Brand Design at BAU University in Barcelona, nurturing the next generation of creative minds.

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Anna Martorell
Senior Brand Strategist & Insight Leader
Esp

Keen to explore new horizons Anna joined Mucho as a project manager after working as a Marketing Manager for 6 years.

She holds a Business Management, Advertising & Public Relations double degree from UAO and Graphic Design Postgraduate degree from IDEP.

Her strategic and business acumen enabled her to join the Strategy team where she has played a decisive role in projects like Catalana de Occidente and Levis Strauss Europe.



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Ona Navinés
Design Director
Esp

Born in Barcelona, she has a multifaceted creative profile that matches diverse project profiles. Her specialist knowledge includes mostly the development of brands and visual identities. Design graduate from IDEP and postgraduate degree in 3D design and Motion Graphics, she worked in renowned studios from Barcelona. Upon joining Mucho she has worked in projects for Barcelona Football Club, Provital or Bash.

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Marga Oller
Partner & Creative Director
Esp

Marga is greatly experienced in building brands for large businesses and institutions, creating unique identities that stand out through their simplicity and directness. She regards knowledge sharing as a key element of success, and she is truly passionate about cultural promotion.

Marga joined Mucho in 2015 as Senior Designer, after having worked as Art Director in Summa. Her creative intuition and graphic design competencies propelled her to becoming Associate Partner at Mucho in 2018, becoming one of the pillars of the Studio.

She has been a lecturer for the Branding Master Degree in BAU and the Graphic Design degree at IDEP. She has brilliantly led Brand Identity projects for TeleMadrid, Grupo Catalana Occidente or Barcelona Football Club, to name a few.



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Joan Picanyol
Partner & Chief Strategy Officer
Esp

Our in-house brand strategy expert. Joan has several international management degrees under his belt, such as: Administration and Business Management, MBA from ESADE, International Management from HEC Paris and Brand Equity Management from Tuck Business School at Dartmouth.

Joan’s experience spans across a wealth of businesses and industries, both on the client side and as a consultant on the agency side. He has more than ten years of experience as brand strategy consultant, working for clients like BBVA, La Caixa, Renfe, ESADE, Catalana Occidente, Primavera Sound, Levis, Telefónica, FC Barcelona, IMKAN, The Ocean Race or TeleMadrid.

Also, Joan has served for 10 years as an executive manager in several cultural and public institutions around the world.



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Juliana Rabello
Motion Designer
BRA

Juliana is a brazilian artist that brings her knowledge from fine arts to design and motion. Graduated in Animation Cinema at the Federal University of Minas Gerais (UFMG), she has completed a Master in 3D Animation and editing at the (CICE - Madrid) and a postgraduate degree in illustration (BAU - Barcelona). She has worked in studios in Brazil and Spain for clients such as Coca-Cola or Lindt.

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David Reina
Lead Strategist & Conscious Business Lead
Esp

David is an ambidextrous thinker with a gift to dialogue both with ideas and with beauty. He naturally plunges into complexity and insightfully emerges meaning, clarity, and direction.

With an educational background in Marketing and Market Research, he has a solid career as a strategic brand consultant, during which he has collaborated with some of the most interesting studies in Spain and Germany.

As a lead strategist at Mucho, he has led research and strategy for major brands all around the world: Catalana Occidente in Spain; The Foschini Group in Africa; DocMorris throughout Europe; and Aeroméxico in the Americas.



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Luke Robertson
Associate Partner
Aus

Luke is an Associate Partner at Mucho Paris. Joining the San Francisco office in 2015, he has since overseen projects for Visa, Apple, PayPal, Venmo, Lux Capital and Art Gallery of NSW among others.

Prior to joining Mucho Luke worked at some of the top studios in both Australia and the United Kingdom. He completed a Bachelor of Design with Honors cross-institutionally at The Queensland University of Technology and Queensland College of Art in Australia.

His work has been recognized by the Type Directors Club, D&AD, Creative Review amongst others.

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Tilman Solé
Partner & Creative Director
Esp

Tilman specializes in creating unique brands and uncovering significant and powerful meaning for corporate businesses and institutions translating these into impactful communications.

Born in Barcelona, he is a firm believer of teamwork and the premise that collaboration is the key to achieving goals. Tilman has been sharing his voice as Mucho’s third partner since September 2010.

Prior to joining Mucho, he worked for ten years at Summa Brand consultancy. Six of them as a Design Director. And, in parallel, he founded Hey Studio with Verónica Fuerte in 2007.

Tilman has a strong conviction for sharing knowledge, of which a great example is “WhyTalks, where the speakers listen” that he has organized since 2016. He has also taught Branding & Graphic Design at EINA, Elisava and Idep in Barcelona.





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Loran Stosskopf
Partner & Creative Director
Fra

Loran Stosskopf, born in 1978, graduated from the École Nationale Supérieure des Arts Décoratifs in Paris and continued his studies at the Cooper Union School of Art in New York. After a stint with the Atelier de Création Graphique, he began his professional career with the Pentagram design studio in London. Since 2002, he has also developed international projects in the fields of press, art, fashion and architecture.

His projects include the graphic design of a Phaidon travel guide series (Wallpaper* City Guides), the art direction of Télérama and the creation of exhibition catalogues and posters for cultural institutions like the French Ministry of Culture, Frac Île-de-France and Paris Musées.

He takes regular part in workshops and schools, including EnsAD, la HEAR, ESC Pau, Le Havre or ECV.

His work has been exhibited at the Chaumont International Poster and Graphic Design Festival and the National Library of France. His pieces have won awards from the French Concurs de Plus Beaux Livres, D&AD in London and the Art Directors Club of France. Loran Stosskopf’s work has appeared in various publications, such as Design Week (United Kingdom), Étapes (France), Wallpaper Magazine (United Kingdom), Gallery (China) and The New York Times (United States).

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John Szetho
Graphic Designer
Aus

Since joining the Mucho Melbourne team in early 2022, John has worked on a range of projects for cultural and corporate clients including the Art Gallery of NSW, Bates Smart, InForm and The Windsor Hotel. His work is informed by a digital-first mindset, an attribute that brings immense value to the studio’s output. He draws upon personal interests in music, film and popular culture to create individual and distinctive outcomes, always conceptually grounded.

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Raquel Sánchez
Project Manager
Esp

Raquel studied Art History at the Complutense University of Madrid. She later completed a Master’s degree in innovation in cultural management. After several years working in the tourism sector and digital marketing, art and design crossed her path again, this time as a project manager at Mucho.



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Heather Tang
Graphic Designer
CHN

Peiyao Tang (Heather) is our junior graphic designer in San Francisco office. She Joined Mucho as an intern right after graduation in winter 2022 from Academy of Art University. She was born in Chengdu, China. Her hometown is known for its spicy hotpot and adorable pandas.

Her experience includes motion graphics, brand design and packaging design. Besides design, her goal is to become a world traveler and explorer(and find the alien).

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Michelle Telkamp
Junior Designer
NL

Born in the Netherlands, Michelle is a blend of Dutch pragmatism and Colombian vibrancy. After completing her Graphic Design studies at LCI in 2023, she is currently delving deeper into Art Direction with a master’s program. Michelle’s journey has led her to participate in esteemed events like Brut! and earn the title of High Potential in 2023.

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Ana Urquia
Project Manager
Esp

Ana’s diverse background and interests led her to pursue a master’s degree in graphic design after graduating in Business Administration and Management from ESADE. With a keen eye for design, she joined Mucho as a project manager, where she seamlessly blends her design understanding with her business skills. Ana has made significant contributions to notable projects like Entel, Occident or Grupo Agbar.



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Ariadna Valldeperas
Design Director
Esp

Ariadna graduated as a Graphic Designer from Barcelona ‘s EINA in 2018. She joined Mucho as an intern in 2017 and has been part of the studio ever since. She has excelled working with clients such as The Ocean Race, Kimpton Hotels, Casa Vicens, Primavera Sound, Amadeus or Visa. Ariadna teaches Art Direction as part of the final project for the graphic design degree at Idep and she has also started teaching Branding at the Graphic Design Postgraduate course at the same university.

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Robert Williams
Creative Director
USA

Robert, our Creative Director at the San Francisco office, possesses a wealth of experience in branding, packaging, and visual identity systems for both renowned and emerging brands.

Prior to joining Mucho, Robert worked at Turner Duckworth and led projects of various sizes for global clients such as The Coca-Cola Company, Beam Suntory, Miller Coors and McDonald’s. He also spent six years at Apple as a key member of the packaging team, providing design and direction for multiple Apple products and their launches.

Robert’s work has been recognized with numerous international design awards. He is a master craftsman, a joyful collaborator and is known, on occasion, to make a mean Martini.

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Nico Wölfl
Senior Designer
ARG

Born and raised in Argentina, his expertise includes everything from branding design and visual identity development to the strategic approach for motion design. His work experience includes design studio and advertising agency. Graduated in Advertising and Public Relationship in Spain, Nico found his passion for graphic design after winning The Young creative Contest which led him to study a Master’s Degree in Graphic Design and Visual Arts. He is currently teaching Design and Visualization of Data at EINA. Nico has a passion for typographic compositions, minimalistic design and motion graphics. He has worked on projects for Aeromexico, Porsche, SalesWings, Atlantis Animation or European Parliament among others.

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Guillermo Zetek
Senior Designer
BRA

Born and raised in Brazil, he specializes in developing communication strategies for branding, packaging, and editorial design. Before moving to Barcelona, he lived in Portugal for 6 years and worked with design studios from Brazil, Portugal, Spain and New York. He holds a degree in Design from Mackenzie University in São Paulo, Brazil, a master’s degree in Editorial Design from Faculty of Fine Arts of Porto in Portugal, and a specialization in Type Design from Escuela de Tipografía de Barcelona/Tipo-g in Spain. In addition to his professional practice, he is also interested in researching the relationship between Territory and Design.

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Services

Brand Strategy

Brand Analysis
Research &
Benchmarking
Data Visualisation
Brand Narrative
Brand Positioning
Brand Architecture
Naming
Baseline & Tagline
Tone of Voice
Brand Key Messaging
Market Intelligence & 
Consumer Insight

Brand Identity

Brand Logotype
Visual Language
Audiobranding
Art Direction
Brand in Space

Design & Art Direction

Digital
Packaging
Type Design
Editorial
Exhibitions
Environmental
Illustration
Photography
Motion Graphics

Brand Management

Brand Activation
Content Direction
Curation for Brands
Brand Hub
Brand Guardianship
Change Management
Trademark Registration
Branded Content
Brand Migration


Clients