Journal
Ideas on how brands grow, change and stay relevant.
Articles, reflections and cases told from the inside. What we think about brands while we work on them.
Latest articles
To grow without a brand is to buy attention, to grow with a brand is to earn it.
The difference between triggering attention and having earned it is not noticed while the campaign is still running. It is noticed the day it is turned off.
Updating a brand with a track record without betraying what made it valuable
Redesigning a brand with history is neither starting from scratch nor leaving it untouched. It is a more delicate problem: deciding what to protect and what to let go.
Branding for digital brands: the architecture of the intangible
In the digital environment, confusing visibility with relevance is a common mistake. We analyse how to articulate branding designed to last and transform an intangible proposal into a real asset.
Why content creation builds brand
Publishing consistently doesn't sustain a brand. What sustains it is deciding what to say before saying it. Content as strategy.
The brand as growth infrastructure
A brand doesn't decorate growth: it sustains it. The case of Señorío de Nava, and a lesson just as valid for anyone starting out today
The permanence of the territory: The design of institutional identity in Cangas de Onís
Intervening in the visual identity of a municipality with a dense historical legacy is, first and foremost, an exercise in restraint and responsibility.
Strategy is what turns a design into a brand asset.
Artificial intelligence can already help us generate good visual proposals. What it does not yet do is decide which of them means something. And that is where the difference between a brand's design and its strategy begins, a distinction that, far from being diluted, gains importance with every month that passes.
This is how we created the Caro Vitals experience at Caro Hotel.
At Fandarama, we love working on projects where design and user experience are not only seen, but felt.
We transcend through meaning
When your competition matches your features and your price ceases to be an advantage, what territory do you really compete in? The answer lies in the meaning you build around your brand—something that cannot be easily copied.
The three pillars of every brand: Strategy, Design and Content
Every brand is built and grows on three fundamental pillars: strategy, design, and content. Brand strategy is your foundation—what makes you different and why it matters.
Other news and ideas
- To grow without a brand is to buy attention, to grow with a brand is to earn it.
- Updating a brand with a track record without betraying what made it valuable
- Branding for digital brands: the architecture of the intangible
- Why content creation builds brand
- The brand as growth infrastructure
- The permanence of the territory: The design of institutional identity in Cangas de Onís
- Strategy is what turns a design into a brand asset.
- This is how we created the Caro Vitals experience at Caro Hotel.
- We transcend through meaning
- The three pillars of every brand: Strategy, Design and Content
- What can a branding agency do for your brand?
- The importance of own brand narrative to drive growth
- The relevance of a brand today: being in tune with the culture that surrounds it
- The role of the brand in gastronomy
- How to define Brand Identity?
- The value of process in the AI era
- Brand Platform: the route to being relevant
- Brands and wine: expanding the experience beyond consumption
- Branding-led growth: the key to a strong brand identity
- The fundamentals of brand identity
- Relevance vs notoriety: keys in brand creation
- The value of curiosity
- Branding for startups, from idea to brand
- The power of visual storytelling to build a unique brand
- Brand design in the context of the MVP
- The magic of design: how visual identity boosts brands