By: Luis Bartolomei
When we first opened our office in Sao Paulo in 2014, we quickly noticed a surprising paradox that extended across Latin America- a multitude of mainstream brands that lacked personality and soul in an otherwise optimistic, lively, and economically-emerging continent. The previous two decades have seen branding progressively become a repetition of over-used methodologies that have been copied by countless branding agencies around the world, leading to cliched thinking, copy-cat brand identities, and uninspired agencies and designers.
