GRID

Notas, ensayos y casos de estudio sobre estrategia de marca, oficio de marketing y las ideas a las que siempre vuelvo. Todo lo que ves aquí está publicado; los borradores viven en el admin.

Naming a brand in 2026
Jul 12, 2026

Naming a brand in 2026

Why memorable names still beat clever ones — a field guide.

brandingnaming
Narratives that stick
Jul 11, 2026

Narratives that stick

Story frameworks I actually reuse across pitches and decks.

storystrategy
The tiny brief
Jul 10, 2026

The tiny brief

One page. Five questions. Zero fluff.

process
The anti-agency agency
Jul 9, 2026

The anti-agency agency

Notes on running lean creative teams.

agency
Rebrands I envy
Jul 8, 2026

Rebrands I envy

A running list, updated when I stop being jealous.

designinspiration
Typography as strategy
Jul 7, 2026

Typography as strategy

When a typeface does more than sit pretty.

typedesign
Client red flags
Jul 6, 2026

Client red flags

The polite way to say no, and when to say it fast.

business
The post-launch checklist
Jul 5, 2026

The post-launch checklist

What most teams forget after the champagne.

processlaunch
Brand systems, not logos
Jul 4, 2026

Brand systems, not logos

Why the logo is the smallest artifact you ship.

systemsdesign
The Lima creative scene
Jul 3, 2026

The Lima creative scene

Studios, cafés, and people worth knowing.

limaculture