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Erretres. The Strategic DesignCompany.

Erretres is a branding and design consultancy founded in 2003 by Pablo Rubio Ordás in Madrid.

We are a flexible and multidisciplinary team, able to adapt to the needs of any project and accompany our clients through each step.

We believe that design is a fundamental tool to be incorporated into the strategy of every company, and an asset which guarantees the success of products and services.

Design, strategy and technological innovation form the foundation of our work, but we never lose sight of people as the central focus of every project, whether it be the design team, the client, or the user.

Profile.

Services.Research & Insights.Strategy.Brand Experience.Digital Products.Publishing. Retail & Environments.Packaging.

Team.

Javier TorresHead of Strategy

David HuertasDesigner

Mario MerinoDesigner

Cristina TarazonaResearcher & Strategist

Luis NoveroSenior Designer

Esther SantosStudio Manager

Gonzalo PeláezProject Manager

Borja BlancoDesigner

Álvaro ReyArt Director

Esther RebollarProject Manager

José OrtegaDigital Project Manager

Pablo Rubio OrdásOwner and Creative Director

Daniel BarriosArt Director

Ana Ruiz de EguinoProduction Manager and Accountant

Thomas GerlachBranding Consultant

Masaaki Hasegawa Business Developer

Methodology.

We perform a thorough analysis of the project and its context; defining good practices, extracting conclusions, and laying the foundations for development through the next phases.

The objective of this phase is to understand and recommend what the brand should represent through its attributes, values, positioning, experience, and tone of voice.

We then develop the design of the identity to apply it to a variety of final products as necessary, ensuring that the brand experience and visuals work well and as required.

From using the conclusions from previous phrases, we develop and define the elements of the visual identity with the goal of creating a unique and relevant brand experience.

01Research. Strategy. Design. Development.

02 03 04

Sectors.Financial Services.Energy.Health and Wellness.Education.Communication. Sports.Retail.Technology.Editorial.Media.Hospitality and Tourism.Art and CultureNot for Profit.

Clients.

Awards.2016

Premio Laus / Bronce.Librotea. El País.El País Vídeo.

2015

ADCE / Corporate Brand Identity.

D&AD / Branding. Branding Schemes. Large Organization.Identidad corporativa Canal+.

Gran Laus / 3 Oros / Identidad corporativa Canal+.

2014

Premio bid_14 / Diseño Gráfico y Comunicación.Identidad corporativa Canal+.

Premio Laus / Bronce.Identidad A de Arzábal.

Premio Laus / Bronce.Identidad The Brubaker.

Premio Laus / Bronce.Identidad Crea Cultura.

Premio Laus / Bronce.Libro completo Fisac y De la Sota. Fundación ICO.

2013

Premio Brandemia / Mejor agencia de branding España y Latinoamérica.

2012

Premio Laus / Grand & Gold.Identidad La Cárcel de Segovia. Ayuntamiento de Segovia

2011

Premio Laus / Plata.Matador M. La Fábrica.Premio Laus / Bronce.Revista Valores. KPMG.

Premio Laus / Bronce.Identidad Europes. La Fábrica.

Premio Laus / Bronce.Spain FHA. ICEX.

2009

Premio Laus / Bronce.Catálogo de publicaciones La Fábrica Editorial. La Fábrica.

Premio Laus / Bronce.Revista Matador L. La Fábrica.

Premio Laus / Bronce.Website Camper Together. Camper.

Premio PhotoEspaña 2009 / Mejor Libro de Fotografía del Año.Marín. Fotografías 1908-1940. Fundación Telefónica.

Premio Visual / Premio de Fotografía.Buenafuente en el aire. La Fábrica.

2008

Premio Visual / Mejor Diseño de Libro.Horacio Coppola. Fotografías. Fundación Telefónioca.

2007

Premio Daniel Gil / Mejor Catálogo de Arte.Madrid inmigrante. Comunidad de Madrid y Magnum Photos.

2006

Premio Daniel Gil / Mejor Libro de Empresa.Do Not Disturb. Barceló Hoteles.

Premio Fedrigoni Europe / Top Application Award.Memoria 25 Aniversario. Fundación de Amigos del Museo del Prado.

2005

Premio Daniel Gil / Mejor Memoria Anual.Memoria del Museo del Prado 2004. Museo Nacional del Prado

Erretres has a long lasting relationship with different academic institutions like Universidad Europea, IE Business School (School of Communication), IED Madrid or Trazos. Actually, we are developing a Master on Strategic Design for Universidad Europea.

Design Education.

Erretres has received projects from various fields (from cultural to financial, retail to tourism) and means (from art catalogues to mobile apps). Additionally, we have wide experience in different areas of strategic design: branding, naming, verbal identity, strategy, web design…

Our clients are large corporations and small businesses. We combine a global vision with special attention to detail for each project.

Selected Projects.

BrandingEko Japan

Eko is a Japanese company with headquarters in Tokyo, offices in Europe and the USA and an increasing presence in other markets. It is dedicated to the development, manufacturing and sales of sensors and systems in areas focused on environment quality, climate/meteorology, renewable energy and material characterization and analysis.

Erretres. The Strategic Design Company took on the company’s rebranding project to redefine its values and consolidate its global position. We worked closely with the Japanese and European teams, in order to gain a complete understanding of the company’s philosophy and some essential defining elements: high quality, originality, precision...

Erretres developed the strategy and created the visual identity. A new tagline, the verbal identity and the definition of key messages were also developed.

The new brand transmits the key attributes: movement as a force for reinvention, as well as the attribute of origin as a value of the new global positioning.

The logo highlights the “O” as the main element, which turns into a colour-grandient dynamic circle to be implemented on the rest of the identity material.

Strategy, Branding, and 360º implementation.

2015D&ADAWARD -2015LAUSAWARD-2014BIDAWARD

BrandingCanal+

CANAL+ Spain, the pay television satellite network, asked Erretres to radically renew the branding in a company that had lost its prestige and visibility.

This project is rooted in the need to take this platform’s five million users and place them at its core, making them its protagonists. The project includes the development of the corporate strategy, brand architecture, communication tone and visual identity, as well as the implementation of the above throughout different services and products.

Everything but the logo have changed during the 18 months in which we have been developing the project.

Strategy, Branding, Digital products and 360º implementation.

BrandingMethabook

Methabook is a new online central reservation concept, based in Dubai, dedicated exclusively to the business-to-business market. With over 5.000 clients in the USA, Latin America and Asia, and an offer of more than 150,000 hotels across the world, the company needed a renovated image that would fit their global presence, differentiate them from the competition, and allow the company to become independent of it’s mother brand.

The new identity aimed to convey the company’s technological efficiency, whilst maintaining a sense of friendliness and personal customer service.

The project consisted of the development of a completely new visual identity for the brand, from the design of the logo elements to the creation of a bespoke system of illustrations and icons, and the implementation of the new brand in different environments.

Branding.

BrandingViesgoE.ON is the most important power company in Europe. In May 2015, the business in Spain was sold, leading to the decision by the shareholders to update the brand. Erretres. The Strategic Design Company, developed the branding project based on the name Viesgo, which regained its name from the centenary power company, Viesgo. Viesgo is the new visual expression of a project which abides to the original, though under a modernized and renewed image. Simultaneously, a project to communicate the change is developed, as much for the general public as for the internal workers.

The logotype of Viesgo was inspired by the infinite specks of light which illuminates earth´s night from an orbital vision; like a myriad of particles which spreads positive energy and projects us into the future. The typography, rounded, was hand-written and produced to create an exclusive logotype.

The visual representation of Viesgo is reinforced with the “e” in lowercase [the initials of the values that are significant to the company: “Energía” (energy), “Equipo” (team), “Eficiencia” (efficiency)…].

Strategy, Branding and Implementation.

DigitalApp Espacio Telefónica

Espacio Fundación Telefónica is a new space designed to create, reflect and bring the culture, art and technology of the 21st century to society.

Erretres has designed and developed a multimedia guide for Espacio; with this app visitors can read, listen or view information on the exhibition center and the exhibits on their mobile devices (smartphones and tablets, iOS or Android).

Strategy, Design and Implementation of Digital Products.

BrandingEl País Vídeo

El País launches a new TV channel and commissioned Erretres to develop the identity and the naming.

The goal is to open a new window to the world through a dynamic and versatile identity.

We developed the brand and the implementation of the different elements, including the visual and sound identity, animation and on-screen integration.

Strategy, Branding and On-air Identity.

Alegría

Alegría Industries, the new brand from Negocios Raros, is focused on the renovation of the classic Spanish souvenir. Erretres developed the visual identity and the communication style for the brand. Yellow is the main color of the brand as a metaphor of Spain, the sun and happiness.

The corporate typography is Galaxie because of its clearness, its adaptability (it’s a serif and sans-serif typeface) and the contrast with the fluid strokes of the logo. The campaign concept is based on the humorous and fresh combination of Spanish and English words and uses the yellow underlining as an identity element.

BrandingLibrotea

Librotea is a digital book recommender. It makes the most of El País and Babelia’s power of prescription as well as the user’s need to find recommended reading content. Librotea therefore is a project by and for El País.

Librotea is not a bookstore. The value proposition and business model in which Erretres has had a say in, is based on book prescriptions and the possibility of buying these books via a sales platform.

To create the identity, we treated the book as the gravitational center of the project. We explored the daily use of as well as all the ways in which there was interaction with the book.

We discovered an element of identity that served to mark, recommend, signal and continue; a corner-fold of a page (usually an action many readers do instead of use a bookmark); was converted into a shape that remained true to its origin: a bookmark. This symbol was constructed upon three elements: the acute accent of the “í” in “El País,” the color, and the typography called Majerit; elements unique to El País itself.

The symbol was spun 180 degrees, stretched and transformed in a way where it remained faithful to the origin: a bookmark. The universe of resources was infinite; speech bubbles, text boxes, indicators, prescriptions…

Strategy, Branding, Website, User Expirience and 360º implementation.

BrandingBarceló Viajes Shop

Erretres developed the graphic identity, interior design, production and implementation of a new model of Barceló Viajes travel agency for more than 30 BBVA branch offices. The different elements of identity and signage, as well as the furniture in the corporate colors, facilitate quick recognition of the brand.

Strategy, Branding, Retail.

BrandingPlanB!

PlanB! is the experience box brand of Barceló Group. Erretres developed its naming and brand, and designed its packaging, editorial product and retail store.

Twelve different box models were produced to launch the product. Each box contained a catalog of experiences/offers illustrated using maps and photos. The retail project is inspired in the brand and the product values.

Strategy, Branding, Retail and Packaging.

BrandingSpain Select

Spain Select is a company dedicated to premium Real State. They asked Erretres to define its strategy and branding.

We have worked in the strategy, brand architecture, tone of communication and defining the guidelines of multiple touch points including: website, retail and publications.

Strategy, Branding, Website and 360º implementation.

DigitalCamper

Camper launched their project “Camper Together” in collaboration with prestigious industrial designers (Jaime Hayon, the Campana brothers, Alfredo Haberli, Konstantin Grcic and Marie Blaisse) where the creators design products and shops only for Camper.

The goal was to develop a webpage with simple navigation, but which can effectively communicate the project intuitively.

A design consisted of an original graphic interface where the images of the spaces and the design of the shoes were of most important. A language of icons to intuitively navigate and a simple menu for the user was created.

Strategy, Naming and Visual Identity.

2009PLATALAUSAWARD

DigitalValores KPMG

Erretres designed and developed the Internet platform for the magazine Valores for KPMG, including the website, iPad and iPod applications. The graphic identity of the Internet platform was based on the print magazine Valores, which won a 2011 Bronze Laus Award. The iPad application is designed to be read in vertical position, making it possible to get the most out of this device’s characteristics.

Using XML templates developed for each device, the insertion of content is optimized, transferred from the print version to the publication’s digital version. The system developed for the iPhone application makes navigation easy, as well as downloading content to use offline.

Publishing and Digital Products.

2011BRONZELAUSAWARD

BrandingLovnis

Lovnis is the new renovation project of Taberna Arzábal, reborn as a reformulation in quality of the traditional Spanish combination plate. Flying off on this premise, Erretres developed the naming, visual identity and all its applications.

The creative concept is a result of the sum of love for quality gastronomy, combination plates (in Spanish: “platos”) and flying saucers (“platillos”), and positions the kitchen as the control center of all the elements which conforms to the concept.

Strategy, Naming, Branding and Retail.

BrandingClub A

A is a private club in Madrid that opened its doors in late 2013. Erretres was responsible for the naming, branding, corporate image and applications of the brand (menus, membership cards, coasters, chopsticks cases, website, application of the image brand on the club’s façade…).

The client wanted to convey the idea of a modern and stylish club with a certain “mysterious” image. Therefore, we chose the color black for the brand and an enigmatic name, A.

The club’s members are identified by number, so that joining the A with numbers creates a “magic” combination – as with a secret code. Sometimes the A is transformed into a pyramid, another element that refers to a mysterious hidden world. Other colors appear in certain elements with images of jellyfish (on the coasters, for example), the favorite animal of one of the club’s owners.

Naming, Branding and Website.

BrandingLa Térmica Málaga

Erretres developed the visual identity for the La Térmica cultural center in the Spanish city of Málaga. This cultural center needed a clear identity, direct and unifying, avoiding elements that could distract the attention.

The basic identity element is the hexagonal pattern drawn by the building’s floor tiles, which serves as a guide and unifies the space.

The project included the publishing identity, signage, communication (stationery, posters, billboards…) and website.

Branding, Digital productsand Signage.

DigitalMapfre

MAPFRE is the biggest assurance company in Spain and have presence in different countries in America. The company hired Erretres. The Strategic Design Company to define, design and develop the employee website. The site put the focus in the access to the content for different profiles inside de company with a functional and clear design.

The design is clean and direct. The typographic approach is reinforced with the corporate red color for headings. Infographies and icons were developed to help understand the contents.

Publishing and Digital products.

Publishing / DigitalMatadorMatadorMatador is a magazine, iconic in the world of culture, which has received several prizes for their design. Since 2011, it has been available to be viewed on tablet which facilitates a variety of content in a manner and experience completely different from the printed version. The App includes special contents such as video, animation, more images and interactive elements.

Publishing and Digital products.

BrandingLa Fábrica

Since 2003, Erretres has been developing branding, editorial and digital projects for La Fabrica; a private management and cultural project company. Among others, Erretres is responsible for the signage of their offices and the corporate website.

Signage.

BrandingThe Brubaker

The Brubaker, an innovative concept in fashion, is a new high-quality brand produced exclusively in Europe and available only online. The business model takes a different approach to traditional fashion sales, delivering products directly to customers and eliminating intermediaries; this enables the brand to transparently communicate its cost of production and sales.

To create the brand’s identity, a main logotype was designed which was black, elegant, clean, balanced, centered, and classic yet modern, reflecting the values The Brubaker aims to convey and the style of clothing it sells. For the product information, it was decided to employ a photographic style that is crisp, yet warm, use centered texts, and express product names using numbers.

Strategy, Naming and Visual Identity.

2013BRONZELAUSAWARD

BrandingKiddor

Kiddor is a new orthodontic clinic brand.

Erretres developed the brand, directed at parents and children as their target audience. The project included creating the strategy, naming, identity, visual, mascots and the implementation of a large number of graphic pieces, including their website.

Strategy, Branding, Digital products and 360º implementation.

BrandingAbante

Abante is an independent financial entity, consultancy and assets management specialist with a fixed position in the market since 2001. Growth in recent years as well as the evolution and maturity of the company has brought them to revise their brand as well as redefine the values of their message.

Erretres. The Strategic Design Company took on the project, working closely with the Abante team to understand the company philosophy, which was to place people at their center.

In addition to creating the visual identity (in which the logo was kept with minor typographic adjustments), the verbal identity and definition of key messages were also developed.

The different services and products of the company each required a unique touch, but a common tone and image. In the same way, a colour and typographic system to organize the datum was called upon.This resulted in coherent communication that transmits the brand values both internally and externally.

Strategy, Branding, and 360º implementation.

BrandingRamses. LifeCurrently, we are developing a visual identity project for the different restaurants and areas of Ramses. Life. It is a project that transits in a number of spaces designed by famous designer Philippe Starck.

Coming Soon.

BrandingAtlético de Madrid

Erretres. The Strategic Design Company has been collaborating with the club to explore different ways of evolution of the identity in the future.

Many Thanks.

ERRETRES.THE STRATEGICDESIGN COMPANY

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