In order to create a truly trascendental brand you need a critical eye, a creative mind, extensive general knowledge, perpetual curiosity, real passion and many interests, as well as a vast knowledge of the theory, techniques and tendencies in design.It’s really important to understand the social and political interactions of an organization to carry out a successful identity project. You have to dig deep into its culture and find out what makes it tick. You have to spot the opportunities and avoid the risks. The brand has to work positively for the organization, not against it, and it must have clear communication objectives.For thirty years I have refined my vision in order to offer the best of myself. I have designed as well as directed the creation of many admired identities, and I have collaborated with companies and leading experts to make the process an experience of definition, clarity and conviction. I have worked with empresarios, extraordinary leaders, boards and governments in the creation of new brands, the evolution of existing brands, or at those moments of great change brought about by mergers and acquisitions.Creativity, understanding and experience are the three fundamental strengths that I offer. A trio of factors that enable my clients’ to multiply their daily efforts thanks to a valuable brand created with much enthusiasm and total professionalism.✷