FIRMA

The world moves fast.    We constantly ask ourselves how to adapt brands to the ever-changing landscape we live in. People are looking for new ways to experience life, and brands have a unique power to re-enchant us. But how do we make it happen?   For over two years, we’ve worked with the leadership of Vandemoortele, a family-owned Belgian company passionate about food since 1899, with €1.9 billion in revenue and a presence in 72 countries.    The challenge was this: repositioning My Original Doony’s—a B2B donut brand—into Doony's®, a consumer-focused B2C and B2B2C offering, creating a new brand universe while ensuring market adaptation to connect with today’s consumers. Our answer? In today’s fast-paced and disconnected world, we identified Doony's® mission to foster bonds within and among people to have meaningful connections and turn a simple donut into a magical experience. With a solid brand strategy, a distinctive value proposition and tone of voice, we developed a new visual identity, along with a market-targeted campaign, a tailored social and communications media strategy, and an ongoing glocal brand guardianship process that helped Vandemoortele make a radical shift into the consumer market. ✨Abracadoonys ✨ was the communication idea designed to showcase this exciting transformation. This isn’t just a treat; it’s an invitation to taste the magic of everyday moments. And the journey continues. We’re excited to keep working with Vandemoortele to expand this experience with consumers across Europe. #BrandTransformation #Strategy #Innovation #ConsumerExperience

Resilience. Determination. Teamwork. These core values, inspired by Juan de Acurio, have guided us in shaping the bold new identity of Acurio Ventures (formerly All Iron Ventures). We're thrilled to unveil the firm’s fresh brand image and digital presence, marking a pivotal chapter in Acurio’s journey. This rebrand goes beyond just a new look, it’s a confident reflection of Acurio’s commitment to innovation, growth, and expansion into European markets, with assets nearing €300 million. Acurio’s Basque heritage remains at the heart of its identity. The name “Acurio” honors Juan de Acurio, the last surviving Basque sailor from Elcano’s legendary circumnavigation of the globe, symbolizing leadership and endurance in uncharted waters. Nearly six years in, this transformation reinforces Acurio’s dedication to putting innovation and entrepreneurs front and center. Through the rebranding process, we uncovered three key pillars that define Acurio’s new era: 🔹 Embracing an global vision 🔹 Championing resilience, determination, and teamwork 🔹 Daring to play The brand’s visual identity draws inspiration from exploration and navigation, with a graphic system that includes sea maps and compass motifs. A refined blue palette, balanced with complementary colors, perfectly merges tradition with a forward-thinking spirit. The website features a standout portfolio section with advanced filtering and detailed project information, allowing it to serve as an interactive database. Clean, minimalist, and sophisticated, the site combines digital elegance with subtle nods to Acurio’s Basque roots. A timeless, innovative look. Thanks Kate Cornell, Ander Michelena, Hugo Fdez.-Mardomingo and Diego Recondo for choosing us to make this journey together. #branding #venturebuilder #impact #fund

Just landed from "Make Room for Peace 🇺🇦 " in Berlin What a week. Anja Seemüller, Varvara Godovikova and Julia Rodríguez Capilla attended the exhibition Make Room for Peace, one of the latest actions of the campaign we designed for #HelfendeWände, which means "helping walls" and is also the new platform connecting refugees from Ukraine with people in Germany offering private living spaces. The war in Ukraine has triggered the fastest mass migration in Europe in decades. We started with a question: As more people flee their homes, what do they need? We recognize the importance of a room of their own: to heal, to live, to build a shelter; a room for peace. Our team has been carefully working on this campaign with Wunderflats, a German #proptech company offering furnished apartments for temporary or long-term stays, for over a year. It has been an honor to see the streets of Berlin, Hamburg, and Munich dressed up with the images of Jacobia Dahm and Lesha Berezovskiy 🖤 And a huge shoutout to ProjectTogether, WHITE Communications GmbH and PIABO for the brilliant results and event last week. Jenny Pascual, Silvia Russo and Anne Warscheid, it's been a pleasure working together!

How we redesigned Apartool to lead the way in the #Traveltech sector People travel for various reasons: work, leisure, necessity. One thing Apartool has understood since its founding in 2018 is that when we travel, we want to feel at home; especially when on business trips. Since then, this startup has welcomed everyone from Netflix staff to the upcoming America's Cup team in Barcelona. In a sector like seasonal rentals, which is fundamentally transforming how we interact with cities, Apartool needed to be seen as a modern, digital, and trustworthy player. We began by creating a new symbol that elegantly and subtly reflects the company’s essence, incorporating a greener, more digital color palette that stands out in the industry. With its new story, visual identity, and website, the company is set to continue its journey and further revolutionize the travel industry. 

How you get around the city really shows a lot about who you are. So, here's what we're thinking after revealing the brand positioning and visual identity we did for the new Nanocar S04 by Silence l Leader in Urban Eco Mobility. 🌆 Our starting point? Everything communicates, even the silent revolution. 🌱 European cities want less noise and more space. It's a fact and brands know it’s about offering choices people will definitely love. 🔋 Fast and easy. A standout feature of the S04 is its interchangeable battery system, solving the charging time issue. We've centered the user experience around this and designed a visual website with animated images and clear messages. Always straight to the point. 🌐 The future is keyless & app-connected. Know the location, check your battery, create routes, activate an alarm, or share your Silence with one click from the app. Welcome to Barcelona, S04! Can't wait to see you taking over the streets.

FIRMA x Silence l Leader in Urban Eco Mobility  Keyless, app-connected, quick, and easy to park, with a removable and portable battery. Fast & easy. Strategic storytelling, a new website, and updated corporate visual identity are out now. Welcome to town, Silence S04 🚀 Stay tuned for the full case study coming soon.

Nothing excites us more than creating a game-changing brand from scratch 🚀Say hi to the newest player of the spanish telecommunications sector: Silbö Telecom Silbo Gomero is a whistled language practised by some people in the Canary Islands to communicate across canyons and valleys up to five kilometres away. Whistling is also a way of warning and being heard. This is how the naming and the core idea of Silbö was born. Building our own voice and identity in a highly competitive sector such as the telecommunications industry has been a huge challenge and a privilege. From FIRMA, we also had the pleasure of designing the logo, brand system, and website, all centered around a unique green colour in its market. We as well went further and used hashtag #GenerativeAI to create the various elements that characterize the visual identity and values of the brand. Shoutout to our partners at MIO One and SuperReal for the creative launch campaign and the brilliant results.

La Roja se viste de FIRMA. Brutal ver uno de nuestros últimos proyectos de naming y branding en las camisetas de la Selección Española de fútbol masculino y femenino.  Hola, Silbö Telecom! #EURO2024

Count on us. Open letter from Creatives for the Future to AUTOCONTROL - Asociación para la Autorregulación de la Comunicación Comercial y Asociación Española de Anunciantes - aea to build a zero tolerance policy against greenwashing. "Our industry plays a central role in how we deal with these crises. Unfortunately, too much confusion and a lack of trust is holding up action and increasing the financial and human cost that everybody will pay" 

If you ask me how might a traditional brand establish a conversation with new generations I’d suggest starting somewhere like the new Volkswagen x Bershka partnership. Brand merch is nothing new, neither are brand collaborations. Yet this one lands differently. I have been watching enthralled how Gen Z wholeheartedly buys and wears t-shirts from bands they most probably have never listened to (insert here 80’s glam rock bands) or perhaps have heard of but know very little about (AC/DC, Metallica, Nirvana, Blondie). Here’s the thing: They are not siding with the band, they are resonating with a semiotic. These t-shirts speak their language, as does the medium. And this changes everything. Those tapping into Gen Z’s semiotics are invited into the realm of identity. Gen Z, as many before them, is in the process of defining their identity influenced by a collection of intersectional attributes: online and offline communities, curators, influencers, symbols… and brands. For a brand that wants to start a relationship with Gen Z, a great short-cut is to seek out those who already have the language, medium and audience mastered. This is about collaboration and connection, passion points and brand messaging. Having worked with Volkswagen for a while, I was thrilled to see this collaboration live on their website and TikTok.