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Area 01 · Brand and rebranding

A brand people recognise and remember.

I work on the audit, the identity and the materials so a business looks just as good in the shop, on the website and on social media. AI lets me explore many more ideas in less time, and the final decision always rests with whoever runs the business.

AuditLogo and paletteTone of voiceMaterials
Shall we collaborate? See a real case: Puerta Madrid
Animated example: three logo and colour proposals for a shop; one is chosen and applied to a poster, a label and a post.

What I often hear

A shop says more than you might think

These are common phrases among owners of shops and small businesses, and I’ve lived some of them first-hand.

“My nephew made my logo fifteen years ago”

It worked at the time, but it no longer says what you sell or who you sell it to.

“I make every poster at the last minute”

Handwritten offers, different lettering on each one, and the feeling that the shop looks messy.

“On Instagram I look like a different business”

The colours and style on social media have nothing to do with what customers see when they walk in.

What I collaborate on

Four pieces for a complete brand

These are the four parts I usually split a brand project into. They can be worked on together or separately.

01

Audit

How people see you today and what your competitors are doing. Before drawing anything, we look at what works and what doesn’t.

What it usually includes

  • A review of your current image: shopfront, posters, website and social media
  • What nearby competitors are doing and how the business can stand out
  • A clear summary of what’s worth keeping and what’s worth changing

AIAI-assisted market research

02

Logo and palette

Symbol, colours and typefaces. An identity that’s easy to use and looks just as good on a shop sign as on a phone.

What it usually includes

  • Several design routes explored with AI (Midjourney, ChatGPT)
  • The chosen logo, refined by hand, in horizontal, vertical and symbol versions
  • Colour palette with its codes for print and screen

AIChosen from AI proposals

03

Tone of voice

How your brand speaks on each channel. So the poster, the WhatsApp message and the post all sound like the same business.

What it usually includes

  • Three or four traits of the way you speak, with examples
  • Template phrases for greetings, offers, notices and replies
  • Words to use and words to avoid

AIWriting guide with examples

04

Materials

Shop, social media and presentations. What you use every week, ready to edit without starting from scratch.

What it usually includes

  • Templates for offer posters and price labels
  • Instagram post and story kit
  • Business card, email signature and presentation cover

AutoTemplates that adapt automatically

Also in this area

  • Brand strategy
  • Naming and storytelling
  • Graphic design
  • Packaging
  • Retail branding
  • Visual merchandising
  • Copywriting

Practical examples

What it looks like in practice

Two common situations and how they look afterwards. These are illustrative examples, not real projects.

Example

Rebranding a local shop

A shop with years of history that wants to look up to date without losing its regulars.

Before

An old logo, a faded shop sign and every piece of material in a different style.

After

Several proposals generated with Midjourney; the business picks one and I refine it by hand.

  • An audit of what regular customers already recognise about the shop
  • AI proposals to compare very different routes in a short time
  • The chosen route, refined and ready for the shop sign, bags and social media
Example

In-store posters and labels

Offer, price and notice posters people recognise from the door.

Before

Handwritten posters, each in different lettering and a different colour.

After

A family of posters and labels in the brand’s colours, filled in in a minute.

  • Editable templates for posters, price labels and notices
  • Sizes designed for the window, the counter and the shelf
  • Simple instructions so anyone on the team can use them

Real case

A brand built this way

A real project, from start to finish: from AI proposals to a brand applied across every channel.

Project delivered

Fisioterapia Puerta Madrid

A physiotherapy clinic in Alcalá de Henares. A brand chosen from AI proposals and applied across the website, email, WhatsApp, Instagram and Google.

  • 3 arches: we listen, we treat you, and you get back to your life. The winning brand, chosen by the clinic from the AI proposals.
  • A new website with treatments, team, prices, a test and a blog.
  • Online booking: the patient requests an appointment and the clinic receives an email ready to call back.
  • Instagram pieces: introduction, launch, myths, memes, a test and bingo.
See the full case study
Home page of the new Fisioterapia Puerta Madrid website on desktop and mobile
Grid of Instagram posts from Fisioterapia Puerta Madrid
InstagramPieces with the same look, scheduled and published automatically.
A physiotherapist’s profile and a blog page from the new website
WebsiteTeam profiles and a blog with the brand applied.
Example email of an appointment request, with fictitious details
Online bookingThe email the clinic receives, branded too. Fictitious details.

The brand was applied across the website, email, WhatsApp, Instagram and Google. See the case study →

How I approach it

AI proposes, you choose

I use AI to research the market and generate lots of design routes in a short time. What I don’t delegate is judgement: every proposal goes through me before it reaches you.

This is what a brand project looks like from start to finish. You decide at every important step.

  1. 01We talk
    YouTell me about your business, your customers and what bothers you about your current image.MeI suggest the pieces that make sense.
  2. 02Research
    AIAnalyses competitors, customers and trends in the sector.MeI filter out what’s really useful.
  3. 03Proposals
    AIGenerates dozens of name, logo and colour routes.YouChoose the direction that represents you.
  4. 04Refinement
    AIPrepares colour, typeface and layout variations.MeI fine-tune every detail by hand.
  5. 05Roll-out
    AIAdapts the brand to each format and channel.MeI check that everything fits together.
  6. 06Up and running
    MeI hand over the files, templates and brand guide, and show you how to use them.YouStart using the brand in the shop and on social media.
What I work with
AI-assisted market researchAI logo proposalsChatGPTClaudeEditable templates

After delivery

Ongoing support

If the brand keeps growing, I can stay close by:

  • New pieces for campaigns and seasons
  • Social media content with the same look
  • Reviewing how the brand is applied, and adjustments

Only if the project calls for it and when you decide.

My commitments

  • Nothing is published or switched on without your approval, and you see it first in a test version.
  • I don’t access your accounts, send messages or spend money without your permission.
  • I don’t make up data: if a figure isn’t there, I say so.
  • Everything is documented and in your business’s name.
How I collaborate, in a real case

Transparency

What we build stays in your hands

  • The final filesLogo in all its formats, palette, typefaces and editable templates.
  • The brand guideTo pass on to the printer, the sign maker or whoever runs your social media.
Fernando Rivera

Where I come from

I think about the brand from the shop floor

I’ve spent 12 years in retail, from the shop floor to regional management in three countries. I know what happens when a customer walks through the door, which is why I see a brand as a sales tool, not decoration.

Read my story

Frequently asked questions

What people usually ask me

And if your question isn’t here, just ask me directly.

Do I have to change my business’s name?

No. Often refreshing the logo, colours and tone is enough. If the name is holding you back, we’ll look at it together during the audit.

Does AI design the brand on its own?

No. AI helps me explore many more options, faster, but I select and refine every proposal, and the final decision is yours.

What’s left at the end?

A brand manual with the logo in all its formats, colours, typefaces, tone of voice and templates ready to use in store and on social media.

What if I don’t like any of the proposals?

It happens, and it’s not a problem. AI lets me generate new routes quickly, so we explore again with what we’ve learnt from the ones that didn’t convince you.

Collaborate

Shall we talk about your brand?

If you have a similar project or want to bounce some ideas around, tell me about it in a couple of lines and we’ll discuss it.

Shall we collaborate? See a real case: Puerta Madrid

Other areas

AreaWeb and appAreaProcess automationAreaOperations and KPIs