I have built or rebuilt the identity of seven brands, corporate and personal. I never measured any of them by how good they looked. I measured them by what they sold afterwards. These are the cases with numbers.
Swissôtel Santa Cruz (Accor): 34 % more in the first month
An international chain hotel with a local problem: the city did not think of it as an option for events and corporate stays. Repositioning, pieces for the business market and a direct channel with companies. Result: 34 % more sales in the first month.
Hotel Yotaú: 100 % occupancy for six months
An independent hotel does not compete with a chain on budget. It competes on clarity: who it talks to and why. Six months at full occupancy.
RCI Vacation Club: a brand from scratch for Latin America
Name, identity, tone and sales materials for a vacation club that needed to exist in the region before selling its first membership.
Forte Castello (Paraguay): the USD 14 million tender
Rebranding and investment proposals for a project competing in a public tender. A brand does not win a tender on its own, but a proposal that reads like a winner's changes how it is evaluated. The tender was won: USD 14 million.
Feroxx Power Tabs (United States): the study that changed the country
The company wanted to enter a market. We ran a study with physical product tests in the region. The result redirected the entry toward Peru. Sometimes the best brand work is telling the client that the market they chose is not theirs.
A USD 17 million real estate project: USD 2.3 million in one month
Three months at zero. Brand, a channel with partner agencies and 16 apartments sold in the first month.
A Chinese micro-drama app: six countries
Brand, website, Spanish-language interface and a content machine of 30 accounts. 8.2 million organic views.
What they have in common
- The brand is designed from the buyer, not the owner.
- Every piece has an indicator: occupancy, sales, cost per conversation.
- The channel is built at the same time as the identity. A brand without a channel is a brochure.
Bolivia's Legislative Assembly and Chamber of Deputies recognized this work as a national pioneer in branding. The recognition that matters most to me is another: the clients renewed.