✶ Journal

Writing on brand strategy and identity

Essays and practical frameworks from two decades of building brands at global scale.

• 01 · Guide

  Brand Identity Systems: From Strategy to Scalable Design

  How I translate brand strategy into scalable identity systems — grounded in global work with Coca-Cola, Vivo, Movistar and Nestlé.

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• 02 · Guide

  Brand Evolution vs. Revolution: When to Refine, When to Rebuild

  When should a brand evolve, and when should it be reinvented? A practitioner's framework, illustrated with global work on Coca-Cola, Vivo and Movistar.

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