Isabel Fuertes

The brief

A 58-year-old brand with strong recognition and almost nothing written down. Seven entities, four office centres and three languages, with every new file drifting a little further from the last.

The idea

Write the system that did not exist, then prove it on everything the group produces: sponsorships, trade fairs, partner events, reports and internal campaigns.

The brief

High technical skill and no identity. A trade where every decision affects safety, with a brand that said nothing about that standard.

The idea

Two V’s welded into one W. The mark carries the two founders and the join itself.

The brief

The subject changes every week. Anything designed piece by piece becomes unmanageable by the third month.

The idea

Fix the decisions once so publishing never needs one: three colours with a fixed ratio, templated thumbnails and one-decision sales pages.

The brief

You cannot smell a perfume online. Every screen has to do the work of a tester strip, and give a reason to buy today.

The idea

Make the scent physical. Drops, notes and raw ingredients you can almost touch, with one clear offer repeated in the same words.

The brief

A wine with a real story, including an eight-year legal fight over its own name, and a 100 mm label with nowhere to put it.

The idea

Split the message. The label holds identity and proof. The neck tag holds the history. One line on the bottle connects them.

The brief

A record made after the loss of the artist’s dog. Grief packaging usually ends up as a portrait or a black sleeve.

The idea

Refuse both. Show only fragments, the nose and the paw print, and let white carry the absence.

The brief

An artist with a strong personal universe, mythological beings in fine line, and no brand that came from it.

The idea

Start from the flash. The X cuts into the word like a mark on skin, and the vertical stroke reads as needle and brush at once.

The brief

A sector that sells results, and a founder who wanted to sell trust.

The idea

Beauty as a consequence of health. One continuous line holds three readings: the founder’s initials, a lotus, and a crown of three lines for her three pillars.

The brief

A third anniversary in a series built on the seven deadly sins. This chapter: gluttony.

The idea

Skip the buffet and go to the origin: the apple and the serpent. Temptation before consumption.

The brief

A project built on sound quality needed an identity about sound, not about a genre.

The idea

Measure, then sound, then structure. A metronome needle crosses a waveform, and the waveform closes into a radial mark.

The brief

A label night landing in Valladolid with a headliner and seven more acts. The same piece had to survive a phone feed and a printed wall, with the whole line-up readable in both.

The idea

Make the line-up the artwork. One acid-yellow field, one chained figure printed into it, and the names set in the same black so they read as part of the image rather than a list laid over it.

The brief

A company known through its vans, signs and word of mouth. A full rebrand would have thrown away its biggest asset.

The idea

Keep the structure and the blues. Rebuild everything around them properly.