From instinct to strategy.

Graphic solutions · Strategic rebranding

960

960 had been working since 2007 in graphic solutions for the point of sale, growing year after year. They reached out for a rebrand, but the designer leading the project understood something key: they weren't after a nicer logo, they wanted to rethink the brand's essence so it would communicate their values.

Once we got into the strategy process, plenty of opportunities appeared to structure and strengthen the brand asset. The most rewarding part wasn't just giving foundations to a brand that had grown on gut instinct: it was discovering how many good things they were doing without communicating them. Sustainability non-negotiables they upheld out of conviction, not for image. To the market it looked noble; to them it was simply the right thing to do. And it had to be told.

This project is special to me: it was my first contact with an Argentine brand when I decided to refocus my market from abroad back to my country. They proved to me that not only can things be done right — there are companies for which that is the priority.

The work ended in a strategy that clarified the competitive landscape, defined the ideal client, found the differentiators and set the standards and foundations of the essence for the new identity. Thanks Vani, Gera and team.

“We managed to purify the brand and build a real positioning strategy, based on our values and on what we want for the future.”

Ranching · Triple impact

Campos Lagazu

Campos Lagazú was a great challenge. Ariel runs a cattle business managed in a very traditional way, but with a strong focus on triple impact. And that's uncommon: the ranching market is fairly set in its ways, and from the outside the company operates like any other. But once you get into the day to day, the social-inclusion initiatives, the care for natural resources, the animal welfare and the commitment to the community all appear.

In a little over three months we aligned every brand action behind a clear strategy, which streamlined management and decision-making. We mapped the competitive landscape and the factors that make it unique against the rest of the players, and defined the essential elements to communicate when it came to design.

They had the substance. What was missing was for the strategy to order it and the brand to say it properly.

Impact Lab

La Raíz — Impact Lab

Giulia and Michele are the kind of people who give everything for their purpose, and who know the brand can't be treated lightly if you want a project to thrive. So when they created La Raíz Impact Lab, they decided to start by doing things right.

We developed the brand strategy from the project's earliest stages. In that phase we defined the value proposition: simple in most projects, but very complex in this one. La Raíz lives with two faces: a foundation/NGO side, connecting professionals, community leaders and needs to solve; and a commercial side, focused on impact-measurement consulting.

Once the strategic base was built, my role shifted to managing the brand and mentoring the founding team on everything related to this asset.

Coworking & Offices

STUDIO

STUDIO is a personal project: my own lab to test my tools. I founded it in 2018 as a coworking space, in a city where 95% of the population had never even heard the concept.

Over time it turned into a business center —"the place for those who get things done," as we call it— that we managed to set apart from the rest. The key was knowing how to say no to trendy features that would surely have won us more sign-ups, in order to focus on what actually adds value to the founders and professionals who genuinely want their projects to grow.

We've been lucky to build a community that makes my work at STUDIO enjoyable and worth it.

Real Estate · Brand Management

Perfect Harmony Real Estate

When Perfect Harmony's leadership team reached out, I knew this would be a different kind of challenge. They already had a positioned brand, a clear strategic direction and the backing of their partners, who provided guidelines and support to communicate every project. The marketing team was very professional.

What they noticed was that the brand asset wasn't being managed actively. And being the leading brokerage in the Riviera Maya demands exactly that: dedicated attention to the brand. That's where I came in, as Fractional Brand Manager, managing the communication elements, supporting activations and bringing structure and processes to decisions about the brand asset.