Strategic Branding
We help challengers rise—and champions stay unforgettable. Unmistakable by design and impossible to ignore.
AD&V
We partnered with AD&V to develop a brand strategy and identity that would differentiate them from traditional architecture and interior design firms while reflecting their deeply human, purpose-driven approach.
The goal was to articulate a vision that invited their team, clients, and collaborators to see design as a tool for enhancing well-being at every scale.
The result was a bold, strategic repositioning centered on “Designing from the Inside-Out.” We helped clarify their mission, values, and voice, aligning their internal culture with a clear external message. The refreshed brand expresses AD&V’s belief that architecture and design should not only serve its function but also empower people and enhance community strength.
Project Scope:
Strategy, Brand Architecture, Naming, Visual Identity, Activation
Foundation For Puerto Rico
We led the strategic repositioning of Foundation for Puerto Rico’s masterbrand and three of its key programmatic engines, crafting a unified yet differentiated brand ecosystem.
Our work clarified the organization’s core purpose, aligned internal teams around a shared mission, and gave each initiative a distinct value proposition tailored to its audience.
The result was a brand system that galvanized leadership, sharpened communication, and reinforced the organization’s bold vision of socioeconomic transformation through innovation, collaboration, and action.
Project Scope:
Strategy, Brand Architecture, Naming, Visual Identity, Social Media, Website, Activation, Video
Rebexa
We led a strategic brand refresh for Rebexa, redefining its identity to reflect its growing role as a leader in regulatory affairs across 16 countries in Latin America and the Caribbean.
The new brand DNA is bold, agile, and modern, designed to communicate the complexity and importance of their work with clarity and confidence.
Our work aligned the internal team and client base around a shared purpose and value proposition, clearly articulating how Rebexa helps healthcare products—both human and veterinary—swiftly navigate regulatory systems to reach those in need. The result is a brand that positions Rebexa as a trusted, regionally fluent guide in a complex and rapidly evolving industry.
Project Scope:
Strategy, Visual Identity, Social Media, Website, Activation
Right To Democracy
We led a comprehensive strategic repositioning and renaming of Equally American—transforming it into “Right To Democracy” to more accurately reflect the aspirations and realities of the 3.6 million U.S. citizens living in the five U.S. territories. The previous brand skewed overly patriotic and mainland-centric, limiting its resonance both locally and in the halls of Congress.
Our work established a bold, institutional identity grounded in clarity, independence, and political neutrality. The repositioned brand speaks with greater authority on the national stage while remaining deeply relevant to the communities it serves.
The result is a name and visual system that amplify the organization’s mission to confront colonialism, defend democratic rights, and empower people to shape their own future, wherever they live.
Project Scope:
Strategy, Naming, Visual Identity, Website, Social Media, Collateral, Activation
Upland Road
We created a bold, purpose-driven identity for Upland Road—an advisory, investment, and project development company working at the intersection of sustainability, innovation, and infrastructure.
With a strategy led by another consultant, our role was to bring Upland Road’s mission and values to life visually: a brand that communicates optimism, responsibility, and progress. The resulting identity system is clear, confident, and grounded, reflecting the company’s belief that transforming waste into value is crucial to a more resilient and regenerative future.
Project Scope:
Visual Identity, Collateral, Activation
Strategy by Esme González Pillado - Vitamin Why
( Email )hello@bennett-co.com
( Phone )917-703-3384
( Location )San Juan, PR