Some have found it, but don't yet translate the answer clearly.
Others have been overtaken by the market and are answering a question of the past.
And some have grown so much that the question is now a different one.
Whichever moment is yours, the answer always has the same three parts:
(CapabilityWhat your company already has, and research brings to light: what it does well, who trusts it, and why they choose it.+ Distinction)What only your brand can answer. Differentiation invites comparison; distinction gets recognised.× AmbitionThe preferred future, chosen and named. Of all the futures your company could live, the one it decides to build.
Capability and distinction say what the brand is. Ambition decides what it will be. Without it, the other two add up to nothing.
That's our work with leaders who know brand is a business decision: finding that answer, the future only your brand has the capability and distinction to build, and giving it a form, a name and a voice.
An answer only your brand can give is the one advantage nobody can copy.
In numbers
14years in business
13countries, 5 continents
250+projects
100+awards and recognitions
Our capabilities
We help organisations understand what got them here, where they stand today and the question worth answering for the future.
Quant + Qual Research
Audit and Diagnosis
Positioning
Category Design
Brand Strategy
Brand Platform
Brand Architecture
Everyone in an organisation speaks for the brand; at this stage we define the verbal universe that aligns the name, the message and the voice, and keeps the brand coherent at every touchpoint.
Naming
Personality
Tone of Voice
Messaging
Taglines
Verbal Architecture
People recognise a brand before they read its name; at this stage we design the visual system, from logotype to typography, from imagery to motion, that turns the strategy into form.
Logotype Design
Typography Design
Illustration
Iconography
Photography Direction
Motion Design
Digital is where most people meet the brand for the first time; at this stage we design the websites, apps and systems that bring the strategy to screen and make the brand findable by people, search engines and AI.
UX/UI
Web & App Design
Digital Design System
Information Architecture
AEO/UX Writing Strategy
Implementation Audit
A brand only truly exists when the team can use it without us; at this stage we hand over the guidelines, the tools and the training that keep it working day to day.
“We're very proud of how far we've come! This is the result of work that recovered FAAP's historic importance and brought the brand into a current, digital context. Thank you for the partnership!”
FAAP
“Working with BRBAUEN was a surprising experience — for the creativity, the ease of the relationship and the ability to propose innovations that truly make sense for the business and add value.”
Maxwell Moreira Managing Partner, Telgo Telecom
“This moved me. I tell my children that when I grow old I will become a painter. They said I would need to learn how to paint, but my dream is to paint with food, expressively, the way you created the Cucina Mia brand.”
Claude Troisgros Chef and TV host, Grupo Globo / GNT
“We were impressed with BRBAUEN's portfolio and their focus on results. Location didn't matter; project management did. They excelled at communication, process and understanding our goals. Their responsiveness, attention to detail and talent made them one of the best decisions we have made.”
Michael Oldewening Marketing Director, Allnorth
“I am extremely satisfied with the investments we have made with BR/BAUEN. Ten years after they created the brand, we came back to evolve our positioning with them, for their professionalism and their ability to understand the company's goals and turn it all into a solid strategy, simply and objectively.
I always recommend them; they will be with us for our whole journey.”
Leonardo Ces CEO and Founder, IBBRA
“Since the brand launched in June 2023 we have seen an average 30% increase in sales, a number that speaks for itself.
The new brand not only captured the essence of what we wanted to convey, it also resonated deeply with our customers.”
Luciana Lima Head of Marketing & CRM, Grupo Saga
“We thank the BR/BAUEN team for the work, dedication and brilliance. You met and exceeded our expectations, and we look forward to future projects together. Thank you for making our brand stronger and more relevant in the market.”
Rose Lourenço Founder, Além do Olhar
“We are grateful that you captured the soul of what we do in such a singular way! A sharp, intelligent and thought-provoking result. Every time we look at the identity you developed, we reaffirm that, in truth, it could not have been any other way!”
Escola Aldeia
“After an excellent experience with Rodrigo and the BR/BAUEN team at a previous company, I couldn't think of any other team I wanted to collaborate with to build out the NewCastle brand. Their work illustrated that NewCastle Gold was a serious market contender for investors and companies looking to acquire or merge with a junior asset.”
Gillian Roy Director, Communities & Social Performance, Rio Tinto · formerly Director of IR & Corporate Communications, NewCastle Gold
Recognition
We don't work for the awards, but they sure make us proud.