“This is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning…”

Sir Winston Churchill, British journalist and politician.


Our core mission is to unravel corporate identity and transform it into a strong roadmap for visualization and action-plans of multi-annual and transversal strategies that give way to consistency and criteria for decision-making and improve marketing, sales, organizational culture, R+D, and management, thus boosting clients’ experience. Our method consists of 6 basic stages where results progressively flow.


1. Exploring organizational identity. We “re-think” the nature of the organization and its environment with diverse workgroups on both management and operational levels using creative workshops. We use canvases to establish a sustained process of inspiration, making sure it doesn’t just become wishful thinking.

2.Discover a new framework for identity. Using exercises combining logical and creative abilities we develop a new framework for the organization’s identity following on the exploration. It has three basic coordinates which try to encompass: a proposition (what), personality (how) and a purpose (why).

3. Strategic Thought. This framework gives way to a new mission and ambition for the organization and reformulates what the brand should represent. The physical document at this stage is the keystone of the whole process: the BrandBook. It includes a strategic roadmap for launching the new concepts that have arisen.

4. Designing action plans. Based on the roadmap an action plan is set up for launching the new organizational identity. This usually consists of redesigning internal processes and added value services, the design of the brand leadership process, and re-designing brands and plans for verbal and visual communication.

5. Internal Launch. At the end of the BrandThinking process, we reach the second stage that some could consider, strangely enough, the beginning of a branding project: BrandDoing. The objective in this stage is to implement the new identity, and this is done from the inside out.First, comes internal deployment. It consists in aligning the organization taking into account the values derived from the new identity proposal using techniques such as coaching, events, internal publications and the improvement of internal processes.

6. External Launch. The whole value of all the process comes about when identity, strategy, and brand are implemented in its natural habitat: the market. This last stage consists of execution and project management so as to integrate the brand into the organization’s processes naturally and transfer to the client all the competencies and knowledge needed to make the most of out of its brand.