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WE THINK
Our reflections, ideas and thoughts born from what we are .
We've been working for over 10 years for a wide variety of brands and industries around the world. We love our work and reflect on it, on our profession, and, why not, on what's happening in the world.


Family business: from family name to brand. Inheriting the future without losing the essence.
In family businesses, generational succession is not just a change of leadership, it is an opportunity for transformation. This article explores how branding can turn heritage into a platform for the future, helping new generations to keep the essence alive while projecting a relevant, consistent, and purposeful brand.

Antonio Horcajo Nicolau
4 min read


Human brands in an artificial world. The value of thinking in times of AI.
We live in an era dominated by algorithms and content generated by artificial intelligence. But the more artificial intelligence grows, the more we value humanity. The real competitive advantage of brands is not automation, but authenticity: thinking, questioning, and acting with purpose.

Antonio Horcajo Nicolau
4 min read


Brand architecture: providing clarity in a saturated world.
Brand architecture is the invisible foundation upon which the clarity of a business is built. When poorly defined, it leads to confusion, cannibalization, and loss of trust. But when designed with logic and strategy, each brand occupies its place, the offering is understood, and the customer relationship is strengthened. In this article, we explore how to structure a coherent portfolio that drives relevance, trust, and growth.

Antonio Horcajo Nicolau
5 min read


Expressive Design: from the system to the soul of the brand.
Nuestra reflexión sobre el artículo publicado por Google acerca del sistema de diseño expresivo.

Antonio Horcajo Nicolau
4 min read


Brands that aren't lived, simply don't exist.
We live in a hyperconnected world where brands are no longer, or cannot be, mere logos or empty promises; they must be living entities...

Antonio Horcajo Nicolau
3 min read


Evolve without getting lost.
In a context of constant change, ‘Evolving without losing your way’ explores how brands can adapt without betraying their essence. Faced with a saturation of trends, it highlights the importance of strategic consistency, a flexible identity and a genuine connection with culture. It proposes three key layers for meaningful evolution: reading the (cultural) environment, listening to the consumer (human) and knowing when to let go (strategic). A manifesto for building brands tha

Antonio Horcajo Nicolau
5 min read


Branding vs. performance: How to build brands that convert and deliver lasting results.
¿Branding o performance? Ya no es cuestión de elegir. Este artículo revela cómo las marcas que triunfan hoy no solo venden: construyen significado, conexión y deseo. Una mirada provocadora sobre cómo unir emoción y conversión para dejar de hacer campañas… y empezar a dejar legado.

Antonio Horcajo Nicolau
4 min read


How to build relevant brands in the age of people.
It's well known that, today, no matter how hard some try, brands can no longer limit themselves to offering products or services without...

Antonio Horcajo Nicolau
4 min read


Branding as a business operating system.
El branding no es estética, es el sistema operativo de tu negocio. Funciona como el núcleo que alinea estrategia, cultura y comunicación, dando coherencia a cada decisión. Ignorarlo es planificar a ciegas. No es la guinda, sino la receta para construir una empresa relevante y duradera. La estrategia sin marca es solo una lista de tareas; con marca, es un mapa hacia el éxito.

Antonio Horcajo Nicolau
4 min read


When data silences the essence of a brand: the danger of losing identity.
Los datos pueden guiar una marca, pero sin emoción, pierde su esencia. Nike, Pepsi y GAP aprendieron que la identidad no se optimiza.

Antonio Horcajo Nicolau
5 min read

Independent creative agency specializing in business through branding, advertising, and strategic design.
hello@identty.com
t. 934 34 00 11
Offices
Barcelona · Lleida · Madrid · Donosti · Andorra
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